The Turkmen brands ‘Desert Heritage’, ‘Binaym’, ‘Mukaddes’ and ‘AyMahri’ presented their collections at the ‘Who’s Next’ international fashion exhibition, which took place on 5–7 September in Paris. This was reported by the IIC.

The participation of the Turkmen companies was organised by the International Trade Centre as part of the ‘Turkmenistan: Enhancing Trade Resilience and Integration’ project, funded by the European Union. Company representatives held negotiations with potential partners from Italy, France, Spain, Saudi Arabia, Japan, Greece, Zambia and Armenia. Overseas buyers, particularly those from Italy, expressed an interest in cooperation.

During the trip, the entrepreneurs also visited the ‘Texworld’ and ‘Première Vision’ trade fairs, where they familiarised themselves with global fashion trends, new materials and technologies, as well as the specifics of the European market.

According to Merdan Hudayberdiyev, director of the ‘AK Aýna’ Joint-Stock Company, the trip helped ‘Aýna Denim’ to find potential partners, buyers and suppliers, as well as to gain a better understanding of the requirements of the European market.

Participation in ‘Who’s Next’ formed part of the International Trade Centre’s efforts to promote Turkmen enterprises in the fashion and textile sectors in international markets.