From 12 to 16 September, the EU4Business: Connecting Companies (EU4BCC) initiative organised a successful study visit to Madrid, Spain, during the renowned MOMAD Fashion Week. MOMAD, recognised as Southern Europe’s largest commercial showcase, provides a key platform for presenting new fashion collections, trends, and innovative brands, while highlighting cutting-edge retail concepts. This year’s event attracted a diverse range of fashion professionals and brands from across the globe.

The delegation’s participation in MOMAD’s prestigious catwalk was a highlight of the event. On Friday, the team opened the show with a carefully curated selection of garments from the region’s most talented designers. The runway featured a wide variety of styles and cultural influences, reflecting the rich heritage and creative spirit of Armenia, Azerbaijan, Georgia, Moldova, and Ukraine.

The show attracted the attention of international buyers, fashion influencers, and industry professionals, leaving a lasting impression. Notably, at least five purchase orders were confirmed on-site, with several more deals currently in progress. These results demonstrate the effectiveness of the EU4BCC initiative in connecting emerging designers from Eastern Europe and the Caucasus region with global markets.

The significance of the event for the participating countries was further highlighted by the presence of diplomatic representatives. Delegates from the Ukrainian, Georgian, Azerbaijani, and Moldovan embassies visited the exhibition stand, showing support and encouraging closer collaboration between local fashion brands and international markets. Their presence emphasised the role of fashion as a tool for cultural exchange and economic growth.

Throughout the event, participating companies proudly displayed their products on the international stage, gaining exposure and establishing new relationships with potential buyers and collaborators. The visibility gained at MOMAD is expected to lead to further growth and expansion for these companies, particularly in the European market.

The study visit to Madrid is part of the EU4BCC’s broader mission to strengthen economic ties between the EU and its EaP countries, promoting entrepreneurship, innovation, and cultural exchange. The fashion sector, in particular, has significant potential to boost cross-border trade and foster economic development. By facilitating participation in major events like MOMAD, EU4BCC provides designers and entrepreneurs with crucial access to international markets, mentorship, and networking opportunities.

The success of this year’s event highlights the growing demand for fashion from Armenia, Azerbaijan, Georgia, Moldova, and Ukraine. These countries are increasingly being recognised for their innovative approaches to fashion design, blending traditional craftsmanship with modern aesthetics. As a result, they are positioning themselves as rising stars in the global fashion industry.

The momentum from the MOMAD Fashion Week study visit is expected to continue, with EU4BCC planning to organise similar initiatives in other key fashion hubs across Europe. By connecting designers from Eastern Europe and the Caucasus with the global fashion community, EU4BCC aims to enhance their competitiveness, stimulate job creation, and contribute to the overall economic resilience of the region.

In conclusion, the EU4BCC’s involvement at MOMAD Fashion Week was a resounding success, showcasing the creativity and innovation of fashion brands from Armenia, Azerbaijan, Georgia, Moldova, and Ukraine. With confirmed purchase orders and ongoing negotiations, the event provided tangible benefits for participating companies, opening doors to new opportunities in the global fashion market.