July 5-6, Amsterdam, NL

MODEFABRIEK SS26/27

A bed inside a room enclosed by a green mosquito net with a red border, over a tatami mat floor. There is a small table with a lamp next to the bed.

Our Theme This Summer

“WHO IS SHE?”

Traditional fashion trade fairs often overwhelm both visitors and brands with endless racks of clothing, repetitive presentations, and disconnected storytelling. Buyers leave overstimulated yet uninspired, while brands repeatedly adapt their narrative in hopes of connecting with different audiences.

“Who Is She?” reimagines the fashion tradeshow as an immersive lifestyle experience rather than a conventional showroom floor.

Instead of isolated brand booths, the fair becomes a curated world built around the realities, desires, fantasies, and emotional lives of contemporary women in Spring/Summer 2027. Clothing is presented not simply as a product, but as a tool for living: Functional, emotional, expressive, and transformative.

The exhibition combines scenography, live performance, cross-brand styling, sound, props, and installation design to create a series of experiential stages throughout the fair. Participating brands are integrated into these narrative environments, allowing visitors to immediately understand the context, lifestyle, and emotional role of these garments.

The goal is to create a tradeshow experience that feels believable, emotionally engaging, highly memorable and attention grabbing.

Main Stage Themes

Motherhood

An optimistic and contemporary vision of pregnancy and motherhood.

Focus on adaptable garments that stretch,, layering systems and silhouettes that evolve along with the expansion of a pregnant body. Clothing is presented as both practical and celebratory rather than temporary maternity wear.

Outdoors

A hybrid between urban and natural lifestyles.

This stage explores garments designed for movement across multiple environments: commuting, cycling, terraces, parks, hiking, and post-work social life.

Occasionwear & Special Moments

A celebration-focused environment inspired by weddings, birthdays, gatherings, dinners, and summer nightlife. Fashion becomes emotional, ceremonial, and expressive.

Cruise / Resortwear

A stage inspired by the magnetic pull of lounging and cruising by the water during summer. The focus is on garments that transition seamlessly between swimwear, lounging, nightlife, and travel.

Festivals

This stage embraces experimentation, sensuality, layering, protective outerwear, and exaggerated styling associated with festival culture.

Work With Us
Indoor scene with a beach backdrop, yellow armchair, blue chair, wire chair, small table, tent, bicycle, and a puppet figure, creating a cozy, eclectic setup.
Display case with mannequins dressed in white outfits, surrounded by spider webs, in an art installation or exhibit.
A person sitting in a green armchair in a pink-room, surrounded by modern furniture, a guitar, and standing individuals in the background.

Let us get in touch

For brand representation, showroom appointments, retail collaborations, or creative partnerships, Ojala Agency welcomes meaningful conversations with designers, buyers, and fashion professionals across Europe.