Buyers and brands mingle beneath a vibrant “Welcome Buyers” banner on the Who’s Next Paris show floor.

Who’s Next is the leading B2B fashion and lifestyle trade show in Europe, bringing together roughly 38,000 visitors and 1,200 exhibitors each season. In September 2025 AURUM presented its Spring–Summer 2026 “Moonlit Petals” collection under Paris’ Porte de Versailles. The lineup of feminine, floral-inspired dresses and accessories generated strong interest among the international crowd, validating the label’s cross-border appeal. Over three days, AURUM’s team met dozens of buyers and press representatives, turning initial interest into concrete leads for European wholesale distribution.

Rows of printed scarves and knitwear on display at Who’s Next illustrate the diversity of offerings at the Paris trade fair. Aurum’s booth featured similarly versatile pieces (seen here in pastel tones), reflecting the collection’s inspiration from nature and craftsmanship. By bridging Thai artisanal techniques with contemporary European trends, the brand strengthened its presence in the European market. Following the show, AURUM’s staff reported follow-up meetings and inquiries from boutique owners and concept store buyers, marking the event as a key milestone in the brand’s international expansion.