Turkmen brands Desert Heritage, Binaym, Mukaddes and AyMahri showcased their products at the Who’s Next international fashion trade fair in Paris, held from 5 to 7 September 2026. Their participation was organised by the International Trade Centre (ITC) under the European Union-funded project “Turkmenistan: Enhancing Trade Resilience and Integration”.
Participation in the fair gave Turkmen producers an opportunity to present their original collections to an international audience and gain practical experience with modern approaches to product presentation, brand positioning, stand design and engagement with buyers. The Turkmenistan stand attracted the attention of industry professionals from Italy, France, Spain, Saudi Arabia, Japan, Greece, Zambia and Armenia. Following the fair, international buyers, including those from Italy, expressed interest in commercial cooperation.
In parallel, a study visit to Paris was organised for a group of Turkmen entrepreneurs. From 2 to 5 September, participants visited leading textile and fashion trade fairs Texworld, Première Vision and Who’s Next, and explored the operations of independent boutiques, department stores, mass-market retailers and cultural institutions. The programme enabled participants to learn about global fashion and textile trends, new materials and technologies, and observe how products are presented in the European market.
“For our company, which specialises in full-cycle denim garment production and is focused on expanding exports, this visit opened up new opportunities to identify potential partners, buyers and suppliers. It also helped us better understand the requirements of the European market. We will use the knowledge, contacts and practical experience gained to further improve production, strengthen the competitiveness of Aýna Denim products, expand exports and enter new international markets.”
Merdan Khudayberdiyev
Director, AK Aýna Economic Society, Aýna Denim, Turkmenistan
Participation in the fair and learning from international experience continued ITC’s systematic work to support the integration of Turkmen fashion and textile enterprises into global value chains.
About the project “Turkmenistan: Enhancing Trade Resilience and Integration”
The European Union-funded project aims to contribute to economic development and decent work in Turkmenistan by improving the business climate and strengthening the competitiveness of SMEs. The project will support Turkmenistan’s participation in regional and global trade, including with the European Union. ///nCa, 11 September 2026