Harrogate Fashion Week closed its February 2026 edition on a high following a surge in buyer numbers, refreshed branding and a positive outlook for the new season across three busy days of buying.
Returning to the spa town from 1-3 February, the womenswear trade show attracted 1,700 visitors this season – marking a 7.5 per cent increase on February 2025. Buyers travelled from across the UK and Ireland to place orders primarily for AW26, with organisers reporting strong and purposeful buying throughout the halls.
The February show also saw the unveiling of Harrogate Fashion Week’s refreshed look and branding. Buyers explored collections from over 250 brands across four halls spanning womenswear, footwear, accessories, occasionwear, lingerie and swimwear. More than 40 new exhibitors joined the show’s line-up this season alongside its roster of established favourites.
Organisers said the show’s relaxed pace and emphasis on meaningful conversations continued to be a major draw for retailers. Buyers repeatedly highlighted the value of seeing collections in person, from handling fabrics and assessing colour to understanding the design, quality and sustainability behind the collections.
“It’s really important to meet brands in person because then you get a feel for where they see themselves and who their target customer is,” says Lucy Slaughter of Beverley womenswear indie Collections. “You also get a nice personal one-to-one relationship and start to understand the designers.”
Brands echoed the importance of face-to-face buying. “It’s been amazing to share the story of Woden and what makes us unique,” says UK sales manager Louise Lace. “It enables our customers to share that information with their own customers, so they really understand how the product is created.”
Denise Thorpe, owner of Derby-based bridal boutique Tiffany Jordan Couture, agrees, adding: “We don’t like ordering from a lookbook – we like to see the fabrics and see the colour. So many of our customers have said they’ve tried buying online, and it really doesn’t work. That’s reflective for us.”
First-time exhibitors also praised the show’s welcoming atmosphere. “It’s the first time we’ve ever shown here, and my experience has been a dream,” says Joanne Briggs, UK representative for Amsterdam fashion label Summum. “I was welcomed from the minute I arrived. The set-up was perfect, and the convenience of the hotel just outside really brings everyone together. It’s felt warm and cosy, which I don’t usually feel at a trade show.”
After the first day of product sourcing, brands and buyers came together for the show’s traditional Sunday evening after-party to network over drinks, food and a DJ set.
With 80 per cent of exhibitors already rebooked for next season, Harrogate Fashion Week’s next edition will take place from 2–4 August 2026 and is set to be its biggest to date. Find out more at harrogatefashionweek.com