The dilemma of the selection in times of abundance

Despite the tropical temperatures on Monday, the women’s fashion fair was well visited in the Nieuwegin Dutch. The visitors: Inside, a smiling employee of the online platform Cast was greeted. They were presented with a menu card with free snacks and drinks – something for which the fair is known. From croissants to Korean fried chicken, from amniotic fluid to Prosecco: The selection was extensive. Once inside, the actual agony of choice followed: the products for the spring/summer 2026 of more than two hundred women’s clothing stamps.

Proven bestseller in focus

Flowers are a big hit in women’s fashion season. Karin Otten from the AKF Agency shows Fashionunited at the A-View stand three tops in different colors with embroidered flowers. “We have already started the recording of orders for SS26, and these articles have already proven themselves,” she confirms while presenting the three tops together with her colleague. A-view is active in the Netherlands, Belgium, Denmark and Norway. In addition to A-view, the agency also represents Coster Copenhagen and La Rouge, both with a broad international sales market.

The Danish brand Soaked, which belongs to DK Company, also relies on proven bestsellers. An article receives a new twist every season. Each style is available in several colors, fit shapes and with additional details. Jolien Diekamp-Schoute, sales manager at Soaked for the Benelux countries, notes that the new West blazer in particular is well received. She herself wears a beige blazer. What is new is that you can adjust it in length. “With six delivery dates per year, it is important to constantly renew color, material and details,” says Denekamp Schoute.

Röling Import, active in the Benelux countries since 1968, has recently represented the French brand Grace & Mila. “An accessible and commercial brand that goes into the big trends perfectly,” says commercial director Nina Dzjaboea proudly. In fact, the SS26 collection contains almost all major trends-from the trend color Blue Aura to the Preppy style.

Focus on sustainability

While some brands show new variations of existing trends at the fair, others choose simplicity. A good example can be found at the stand of the Italian knitting specialist Daniele Fiesoli, who is represented in the Benelux countries by Canip Simsek, the owner of the fashion agency Studio C Company. It is striking that functionality in the women’s fashion collection is the focus. The colors of your SS26 collection are reserved: white, gray and blue. There is a selection between “Dry-Knit” and “Cool-Knit”. The latter has a cooling effect on the body. The Dry Knit fabrics conduct moisture.

The German brand Givn Berlin, formerly known as a broken fabric, also focuses on the material properties of fabrics and not so much on well -sold trends. Wholesale Manager Mitch Spil explains: “We work a lot with linen and organic cotton and are GOTS certified.” The Givn Berlin collection primarily appeals to retailers: Inside, Spil confirms that sustainability huge letters.

At Keeling, a brand that is also represented by Studio C Company, it is similar. The brand offers various colorful basics that are colored with an innovative technology. Keeling explains to use 93 percent less water and 84 percent less electricity using the patented coloring process called “Clean Color Tech”. The coloring technique also ensures that no article looks the same. Due to the manual washing process, each piece is unique.

The selection paradox

There is a huge selection on the SS26 edition of the Preview Women. For buyers: Inside, it is a challenge to put together a suitable collection. Above all, because the consumers are becoming increasingly demanding due to the amount of options. “My little toe disappears into this sandal!” Calls a visitor jokingly when trying on. A moody remark, but one that hits the core: While fashion is increasingly offering fashion, it is known to be more and more difficult to satisfy.