The 14th edition of Green Fashion Week will take place in Milan from 22–28 September 2026, inaugurating the Major Virtual Tunnel with a programme spanning sustainable fashion, emerging technology, a new Green Fashion Marketplace and international designers.
As Milan prepares for another September fashion season, Green Fashion Week is returning with an edition that looks beyond the runway.
From 22 to 28 September 2026, the 14th edition of Green Fashion Week will take over the newly created Major Virtual Tunnel, a 250-metre underground space at Piazza De Angeli in Milan. Conceived as a permanent hub for artificial intelligence, innovation and sustainability, the venue has been developed from a previously unused section of the city’s Metropolitan Gallery.
From Sustainable Runway to Phygital Retail
The setting is significant. Rather than treating sustainability as a separate conversation from technology and commerce, this year’s Green Fashion Week will bring the three together through fashion shows, workshops, B2B meetings, networking, presentations and a new retail experiment: the Green Fashion Marketplace.
Introduced for the first time in 2026, the Green Fashion Marketplace is designed to give participating brands a physical presence without requiring the conventional infrastructure of a temporary retail store.
Interactive spaces inside the Major Virtual Tunnel will allow international brands to present their collections using digital content, artificial intelligence, virtual reality and AI-powered avatars. Visitors will be able to discover products in person and purchase them using QR codes, while orders are subsequently shipped directly to customers rather than held as stock at the venue.
The model operates without an on-site warehouse or participation fee, while participating brands are required to comply with the 17 Sustainable Development Goals of the United Nations 2030 Agenda.
It is an interesting proposition for independent sustainable labels in particular. Pop-ups and physical retail can provide visibility and consumer connection, but inventory, transportation, installation and staffing also create financial and environmental costs. Green Fashion Week’s experiment asks whether some of that infrastructure can instead be replaced by digital interaction while preserving the physical encounter between brand and audience.
Mikel Guido Dolci, Co-Founder of Green Fashion Week and CEO of Major Virtual Tunnel, describes the project as an attempt to evolve the traditional retail model towards “less infrastructure and physical stock, more technology, content, experience and connection between companies and users.”
An International Sustainable Fashion Line-Up
The first announced participants bring together designers and projects from the United States, Croatia, Spain, Denmark and Sweden.
American designer Jeff Garner’s Prophetik will present its Spring/Summer 2027 collection, Hungry Eyes. Garner’s work connects fashion with environmental activism, while the project is also linked to the documentary Let Them Be Naked, executive produced by Suzy Amis Cameron.
Croatia’s Krié Design, founded by Kristina Burja, works with sustainable materials and processes including ECONYL®, regenerated nylon made partly from fishing nets and other waste.
New York-based KROMAGNON, founded by Fashion Institute of Technology graduate Kristen Luong, produces locally using materials including hemp, Tencel, organic cotton and recycled fibres.
From Denmark, Victoria Ladefoged transforms discarded textiles, including professional aprons, tea towels and sheets, into new garments produced locally in small quantities, placing upcycling and craftsmanship at the centre of her practice.
Sweden’s VÄV, founded by Emma Bogren, combines slow fashion, craftsmanship and contemporary design. Bogren previously worked with international companies including Lacoste, Armand Basi and Massimo Dutti before developing her own project.
Spain will be represented by RAÍCES, an Asturias-based initiative centred on emerging talent, training, creativity, circular fashion and craftsmanship.
Also joining the international line-up is New York label Bless by Bless, founded by Bless Mazarura, whose limited-edition, convertible and gender-neutral capsules draw partly on the designer’s African cultural heritage.
What to Expect During the Week
The programme begins on 22 September with a B2B workshop. The Green Fashion Marketplace officially opens on 23 September, alongside the first Green Fashion Shows, featuring Victoria Ladefoged, KROMAGNON and RAÍCES.
Following a private-event day on 24 September, the Marketplace returns on 25 September, alongside entertainment programming and the Green Fashion Week party later that evening.
A second series of Green Fashion Shows takes place on 26 September, featuring Prophetik, VÄV and Krié. The Green Fashion Marketplace will continue throughout the weekend and conclude on 28 September.
Fashion Is Only Part of the Conversation
The project extends beyond clothing. The announced partners span natural beauty, artificial intelligence and experiential technology, sustainability communications, urban art, gastronomy, digital production, event management and sustainable services.
Among them are Croatian natural skincare and make-up brand Makris Pharm; marketing and innovation advisor Monica Magnoni; sustainability communication ecosystem Easy4Green; Los Angeles-based culture and lifestyle community LoveChild; urban art collective Art Of Sool; and Milan-based fashion show production agency NaaR Production.
EasyFeel brings another dimension to the sustainability conversation: the operation of the spaces themselves. The Italian company, active in professional cleaning and facility management since 2014, works across corporate, office and hospitality environments, with an approach centred on service quality, people and respect for the environment. Its involvement reflects a broader question increasingly relevant to sustainable events- how responsible practices can extend beyond the collections being presented to the services and infrastructure supporting them.
The multidisciplinary programme reinforces a broader ambition for the Major Virtual Tunnel: to create a meeting point between fashion, technology, culture, creators, businesses and consumers rather than another temporary fashion-week venue.
Beyond One Fashion Week
Perhaps the more interesting part of the project is what happens after 28 September. The Major Virtual Tunnel is intended to remain active throughout the year, with capacity for more than 100 brands through permanent phygital stations alongside events, content production, AI experiences, networking and new brand experiences.
Green Fashion Week will effectively become the first major test of that concept. At a moment when fashion is simultaneously confronting the environmental cost of physical production and the question of how AI will reshape retail, marketing and consumer relationships, Milan’s newest fashion space is attempting to put those conversations under one roof — or, in this case, underground.
For Green Fashion Week, that makes its 14th edition more than another sustainable runway programme. It becomes an experiment in what the infrastructure surrounding sustainable fashion could look like next.
For the full programme and RSVP information, visit the official Green Fashion Week website.
