Aarhus Fashion Week places strong focus on making the buying process more efficient by bringing together over 100 brands in one place. “Even though time is limited, we also sense a desire for an experience beyond the ordinary.

Q&A with Stine Borggaard

Projektleder hos Dypång Management, Organisers of  Aarhus Fashion Week

What does a trade fair need to offer to remain relevant for fashion brands operating across multiple sales channels and platforms?
Even though fashion brands now operate across many sales channels, we still see that the physical buying process remains strong. Meeting brands in person and experiencing a full collection is still essential for many buyers. Aarhus Fashion Week also makes the buying process more efficient by gathering over 100 brands in one place. It’s the mix of relationships, professional inspiration, in-person presentation and focused purchasing that makes Aarhus Fashion Week such a key meeting point.

The trade fair landscape has changed significantly in recent years. What’s your experience?
Visitors today have tight schedules and plan their fair day carefully – it’s important for them to minimise time away from their stores. That’s why they prioritise an efficient buying day, with meetings booked in advance. That’s exactly what Aarhus Fashion Week offers: a sales fair where meetings are pre-arranged.
Even with limited time, we also sense a desire for something beyond the ordinary. It’s an inspiring day where catering, service and the setting all play a key role. This holistic experience is why physical trade fairs are still relevant.

How do you develop your trade fair format as the market changes?
We continuously develop Aarhus Fashion Week based on dialogue with our exhibitors. They know the market and their customers best, and we value their input highly. At the same time, we stay true to our core: Aarhus Fashion Week is a sales fair. That format still resonates, as we continue to see high interest and very few brand changes. This confirms that a collaborative fair model creates value – even in a constantly evolving market.

Facts
When: 12–14 August 2025
Where: Savværket, Søren Nymarks Vej 8A, 8270 Højbjerg (Aarhus)