Intermoda, one of the largest and most important fashion trade shows in the Latin America region, opened its doors today, welcoming brands and buyers until July 23rd at its usual location in Guadalajara, Mexico.

Expo Guadalajara, the convention centre where the event takes place, was stretched to almost 90 percent of its total capacity to accommodate the expected 500 companies and 700 brands from countries like Mexico, Colombia and the US, and over 10,000 buyers.

The fair features pavilions dedicated to womenswear, menswear, childrenswear, streetwear, suppliers, footwear and accessories. Intermoda has been running for 37 years with two editions per year, in January and July.

Mario Flores, president of Intermoda, told to the local press that this edition seeks to reactivate the sector. For the first time, the event will include a pavilion in partnership with the National Chamber of the Clothing Industry (CANAIVE) called “Canaive-Made in Mexico” to promote the economic revitalisation of the fashion industry in states like Jalisco, Hidalgo and Guanajuato and also Mexico City.

Like the previous two editions, the event is not holding runway shows due to health and safety measures; strict security protocols are being implemented to mitigate the pandemic.  Attendees will, however, be able to visit prescribed areas where designers and brands such as Paulina Luna, Daniel Andrade, Vero Diaz, Yeshua Herrera are expected to showcase their latest collections.

There will also be a session of 13 conferences dedicated to the fashion business, business innovation, design, trends and foreign trade in a hybrid format that will feature both in-person and remote speakers from Spain, Italy, the United States and Mexico.

Further Reading: Latin America’s $160 Billion Fashion Opportunity

The fashion market in Latin America is bigger than the Middle East and growing as fast as Asia. But will industry leaders continue to invest as much as the region needs to realise its full potential?