The ITA will spotlight more than 64 brands from its selection of menswear fashion and accessories at the 2026 Chicago Collective, which will run from Jan. 31 until Feb. 4 at the Merchandise Mart. Through its promotion of menswear, the ITA has continued to build its strategy and promote its notable brands within the U.S. The ongoing collaboration has continued to make the ITA a centerpiece attraction.
There will be eight new brands taking part in its Made in Italy celebration this season. With its sartorial tradition and sophisticated manufacturing techniques, U.S. retailers will see firsthand the quality of Italian craftsmanship.
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“Chicago Collective is easily the premiere menswear show in the U.S.,” said Alessio Nanni, director of fashion and beauty at the Italian Trade Agency. “The show is unique in many ways that feel very in sync with the Italian ethos — it is an intimate show, where brands and retailers spend invaluable face time together. It is a show where actual business is written, but more importantly, it’s where personal relationships are made. For ITA, being able to bring this unique opportunity to more than 64 of our brands is the cornerstone of our mission — to facilitate real partnerships that are as much about the people involved as our unparalleled Made in Italy products.”
Nodding to this year’s Winter Olympics to be held in Cortina and Milan, Italy, the ITA’s signature lounge in the center of the Italian Pavilion will be ski-chalet themed; mornings of complimentary espresso bars and afternoons of Italian-curated cocktail and bite aperitivo will be back once again. ITA is also sponsoring a post-show networking event for its sponsored brands and American retail partners.
As part of the Italian government’s promotion of the country’s brands, the ITA works to expand its international trade and enhance the Made in Italy image globally to attract foreign investment.
“In a world where AI is taking over an increasing amount of visual real estate, there’s a wide felt reaction among consumers,” said Nanni. “AI brings along a necessary skepticism — but the positive side to this is the reinvigorated, very human appreciation for what is ‘real.’ Consumers want to know the soul of the products they shop, especially when it comes to luxury. The story, history, artisans, families, craftsmanship and provenance of the materials matter to consumers now more than ever. And that’s what Italy does best. Its dedication to organic creation of best-in-the-world quality is at the very soul of who we are.
Last year saw the ITA sponsor both the Chicago Collective January and August editions and the New York Coterie womenswear shows in February and September. The ITA also sponsored 25 brands at the Miami Cabana swimwear show and a revamped website for its digital platform ExtraITAStyle, with wholesale tools to allow American retailers to discover more than 6,000 products online.
In May, the ITA sponsored the “Italy on Madison” three-day immersive experience, which welcomed more than 600 guests to the ITA Upper East Side historic brownstone and spanned the worlds of design, beauty, fragrance, eyewear, fashion, food and wine with more than 90 brands on display. After the 2026 Chicago Collective, the ITA will sponsor its largest roster of more than 79 brands at the Coterie womenswear show in New York.
“The U.S. will always remain a strategic growth market for Italian-made products. The pace of commerce in the U.S. is fast — as is the constant stream of information through social media and other channels. This brings along a constant opportunity for discovery by American consumers, who have been increasingly trending toward preferring investment pieces over mass-produced fast fashion. The transparency of the Made in Italy promise of quality is equally attractive to U.S. buyers — and that trust is invaluable,” concluded Nanni.
To learn more about the ITA, visit chicagocollectivemens.com.