2020 has also been the year in which professional fashion trade fairs have had to be suspended indefinitely. Momad, MadridJoya, Pitti Uomo, Munich Fabric Start, Filo, ISPO... For many years, their role has been fundamental in the fashion industry, although their function had already been questioned in recent times. However, in 2020 they have had to renew themselves in order to survive.

A large part of their functions involve the senses: touching fabrics to buy them, for example. This has been a real challenge for them at a time when face-to-face has been considerably reduced or eliminated altogether. Digital has been able to make up for other aspects, such as virtual meetings between professionals. But the sensory aspect is still the unfinished business. So what does the future hold?

In view of the facts and the opinions of some of the great experts in the field, hybrid formats are here to stay this year and have a long way to go, even when face-to-face trade fairs are able to return. Physical fairs will continue to be the axis around which these events revolve, but digital tools, developed long ago but perfected during the pandemic in which we are still immersed, will act as complements.

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