All set to “reimagine the fashion buying experience”, the launch of ‘Fashion at Spring Fair’ will happen at the NEC Birmingham from 1-4 February.

The launch “marks a homecoming for fashion” to deliver “the best in apparel, accessories, and jewellery under one inspiring roof”, organiser Hyve Group said.

Created in “direct response to buyer demand for a fashion-first experience”, event portfolio director Jackson Szabo said: “Fashion at Spring Fair represents a natural evolution in how we bring style, creativity, and commerce together for the UK fashion retail sector. 

“We’ve listened closely to buyers and exhibitors alike, and this new destination is designed to meet their needs. It’s not just a place to discover products; it’s where ideas evolve, collaborations form, and the next stories in fashion retail take shape.”

Buyers will discover “immersive spaces designed to bring fashion to life”, including The Style Atelier, a monochromatic studio hosting live trend forecasts, styling masterclasses, and curated showcases.

Meanwhile, the New Business Pavilion offers a dedicated stage for up-and-coming brands such as Nudie Jewellery, Artemis Muse, and Livia Betancourt, to give buyers first access to “fresh, trend-led collections”.

Alongside this will be a curated selection of standout brands, including Urban Bliss, Lighthouse Clothing, Nina Murati, Decollage, Isle & Stars, Luella, and Girl in Mind, to “highlight the very best in contemporary fashion”. 

Jewellery and watches will feature creations from Scream Pretty, Bill Skinner, Ayala Bar, and Peace of Mind, while fashion accessories and leather goods include Rock Luggage, Mala Leather, Ashwood Leather, Alice Wheeler, Pachamama, Yoshi and Eloise London.

Also part of Spring Fair 2026 is a new creative direction called ‘Retail Alchemists, Masters of the Mix’, bringing together “craft, creativity, commerce, and connection in a dedicated space”.