Live storytelling, buyer-led conversations and collaborative content bring creativity and commercial confidence to the NEC
Fashion at Spring Fair is delivering a programme of live storytelling, buyer-focused discussion and collaborative content that connects creativity with commercial decision-making. Taking place at the NEC Birmingham from 1–4 February, the Fashion destination brings together brands, buyers and industry voices to explore how fashion retail can evolve through insight, connection and confidence.
At the heart of the destination is a live content programme designed to turn inspiration into action. Through fashion-in-motion storytelling, real-world buying conversations and shared creative exchange, Fashion at Spring Fair is providing retailers with practical ideas and meaningful insight as they navigate a rapidly changing retail landscape.
At The Style Atelier, these conversations are playing out live through immersive content sessions that blend creativity, commerce and purpose.
The programme opened with The Shoot That Stopped the Show, a fashion-in-motion experience that brought live campaign storytelling to the show floor and drew packed crowds throughout the event. Led by Caryn Franklin, Fashion Commentator and Co-Founder of All Walks Beyond the Catwalk, alongside Fashion Stylist Rebekah Roy and Paul Swaby, Director of Cult of Fashion, the live shoot showcased Spring Fair exhibitors including Nova of London, Luxtyle, Lighthouse Clothing and Soul of Sita, alongside Indonesian Pavilion brands. The session offered buyers and visitors real-time insight into how collections, craftsmanship and storytelling intersect, celebrating ethical production, women-led enterprise and the commercial power of fashion presented live.
From Lookbook to Basket: The Trends, The Edit, The Sale brought the creative-to-commercial journey to life as Caryn Franklin MBE and stylist Rebekah Roy explored how emotional intelligence, storytelling and styling translate trends into sell-through. Roy emphasised that successful fashion communication starts with understanding people rather than demographics, noting that “the way clothing is styled and the personality of its customer isn’t about numbers, it’s about creativity.” Together, the speakers reinforced how clear editorial vision and thoughtful styling can transform inspiration into confident buying decisions and stronger customer connection.
Curating Relevance: The Buyer’s Role in Contemporary Retail unpacked how buying today extends far beyond trend forecasting into culture, connection and confidence. In conversation with Caryn Franklin MBE, Gill McCulloch, Buying Director at Anthropologie Europe, highlighted the power of empathy, collaboration and instinct-led decision-making in building relevance across generations. McCulloch explained, “When a customer buys from us, it’s often tied to a life moment, and that sense of emotional connection is incredibly powerful. We’re not chasing every trend, we choose the ones that feel right for our customer and that will hold meaning beyond the moment of purchase.” The session reinforced the evolving role of the buyer as a curator of long-term value, blending creativity, data and human insight to create retail experiences that resonate deeply with today’s fragmented audiences.
The New Fashion Economy: Ethics, Leadership & Change delivered a candid discussion on how fashion must rethink growth, value and responsibility. Led by Caryn Franklin MBE, the session brought together Annabel Thomas, Chief Revenue Officer at ACS Clothing, Tiffany Moore, Owner of Renes Fashion, and Helena Mansell-Stopher, CEO of Products of Change, to explore circularity as a commercial opportunity rather than a compromise. From resale and reprocessing to transparency, trust and “buy better, wear longer” thinking, speakers highlighted how customer expectations, legislation and innovation are converging to reshape the industry, reinforcing that progress lies in practical systems and business models designed to make fashion last.
Disrupting the Aisle: Why Tesco’s F&F Fashion Is Winning the Style Conversation explored how accessible fashion can still lead on design, quality and credibility at scale. Philippa Cass, Head of Merchandising UK at Tesco, shared how Tesco F&F is reshaping perceptions through bold merchandising, trend-led edits and a focus on longevity. From viral sell-out pieces to growing online reach and responsible sourcing, the session highlighted how clarity of vision and customer-first thinking are enabling F&F to compete confidently in the wider fashion conversation, proving that innovation and aspiration are not confined to premium price points.
Pitch Live: Fashion provided a dynamic platform for emerging brands to pitch new concepts directly to buyers in a fast-paced, experiential format that reflected Spring Fair’s evolving role as a launchpad for innovation. Judged by Rosie Troman, Senior Buyer at Nobody’s Child, and Estella Arroyo, Head of Design at George at Asda, the session highlighted the show’s commitment to discovery, dialogue and real commercial opportunity. The winner, Rhianna Manani, Founder of Wherk, said, “I’m really grateful to the judges for their time and invaluable feedback. Fashion at Spring Fair is a fantastic platform for small businesses like ours.”
The enthusiasm felt at The Style Atelier was echoed around the Fashion Destination. Nicola Denson Smith from Jupe in Munsley shared, “We came to Spring Fair to buy accessories, fragrance and jewellery, but also ended up placing several fashion orders, including with Sage, Luella and Angel. Seeing collections in person makes a real difference, you can properly touch and feel the products, which you don’t get online. The live content was inspiring, and one of the biggest benefits was connecting with other independent retailers, sharing honest conversations, brand recommendations and practical advice, which created a real sense of community.”
Jen McKenna, owner of Mou Boo in Stockport added, “This was my first visit to Spring Fair and it’s been really valuable meeting other retailers and sharing how we approach challenges. I’ve discovered some great fashion, jewellery and gifting brands, and, importantly, found exhibitors who can supply in the larger quantities I need. I usually test products in small volumes before buying in bulk for online sales, and Spring Fair has offered far more choice and flexibility than I’ve been able to find elsewhere.”
Donna Camera from La Vida Boutique in Horsham said, “This was my first visit to Spring Fair and, although we usually focus on London shows, it’s been a hugely positive experience. Meeting other independent retailers and having open, honest conversations has been incredibly valuable. I’ve discovered new brands, placed orders with both new and returning suppliers, and bought products I wouldn’t purchase online because you really need to see and feel them in person. Fashion brands such as Luella and Powder stood out this season, and it’s also been great to explore complementary Gift & Home products. It’s been a genuinely worthwhile visit and one I’d happily repeat.”
Jessica Gore & Deborah Lang at ERJ Boutique in Hoole commented, “Trade shows like Spring Fair are incredibly important, even when you’re not actively looking for new brands. They keep you connected to trends, new ideas and what’s happening across the industry. Discovering something new brings fresh enthusiasm when you return to store and gives you compelling stories to share with customers, particularly when you can pass on insight directly from the exhibitors themselves.”
That sense of renewed confidence was echoed by exhibitors across the show floor. Sanjeev Bhatia, Director of Terminal 1, highlighted the value of connection and renewed confidence at Spring Fair. “We’ve been coming to Spring Fair for over 15 years, and what keeps us coming back is the opportunity to connect, strengthening relationships with existing customers while developing new ones,” he said. “This year has been really positive. It’s been great to see people again, good orders being placed and a genuine sense of optimism on the show floor. That confidence gave us the reassurance to rebook for next year.”
Louise Hammond, Wholesale Manager at Fable England said, “The show has been busy, with a great mix of new and existing customers. There’s a genuine appetite to buy, buyers are looking to fill their shelves, and the breadth of brands here makes it a really positive show to be part of. Being positioned near the live content has also helped create a busy, energetic atmosphere, with a diverse mix of fashion boutiques and gifting retailers passing through.”
Fay Tranter, Event Director, Spring Fair said, “The conversations unfolding right now at Fashion at Spring Fair reflect a fashion industry in transition. Across the destination, buyers and brands are engaging with live content, bold ideas and practical insight that speak to innovation, responsibility and long-term value. By creating an energetic space that blends creativity, commerce and community, Fashion at Spring Fair is supporting more confident decision-making and encouraging progress that’s grounded in purpose as well as performance.”
Fashion at Spring Fair brings together apparel, accessories and jewellery brands within a dedicated destination focused on discovery, relevance and confident buying. Designed to support both established and emerging brands, it combines product with insight, enabling retailers to build compelling fashion edits grounded in creativity, commercial intelligence and purpose.
Spring Fair is the UK’s most influential retail marketplace, bringing together thousands of brands and buyers across Home, Gift, Fashion and Everyday. The show provides a platform for connection, collaboration and learning, supporting the retail community as it evolves and adapts for the future.
Spring Fair is running now at the NEC Birmingham until 4 February.
