If you work in fashion, you already know that certain events define the rhythm of the entire industry. MAGIC New York is one of them. Twice a year, thousands of buyers, brands, designers, and retail professionals gather at a single venue to shop new collections, discover fresh talent, and shape the direction of fashion for the season ahead. Whether you are attending for the first time or you have been coming for years, this guide covers everything you need to know.
What Is MAGIC New York?
MAGIC New York is one of the most important fashion trade shows in the United States. It is organized by FASHION by Informa, a leading events company in the global fashion industry. The show is designed specifically for fashion professionals. It is not open to the general public.
The event focuses on women’s trend, young contemporary, and modern sportswear. It brings together brands from across the country and around the world, giving retail buyers direct access to collections they can order for the upcoming season. Additionally, the show features education sessions, networking events, and trend presentations that help attendees make smarter buying decisions.
MAGIC is also part of a broader network of trade events. Therefore, many attendees use the New York editions as their primary East Coast sourcing opportunity, complementing trips to the Las Vegas shows earlier in the year.
2026 Dates and Schedule
MAGIC New York runs twice in 2026, giving buyers two chances to source collections and connect with brands throughout the year.
The first edition takes place from February 24 to 26, 2026, at the Jacob K. Javits Convention Center in New York City. This session focuses on Fall/Winter 2026–2027 collections, giving buyers an early look at what will hit store floors in the cooler months ahead.
The second edition returns from September 9 to 11, 2026, also at the Javits Center. This session is strategically timed to run alongside New York Fashion Week, making it one of the most energized periods in the city’s fashion calendar. For many attendees, this combination means back-to-back days of runway shows, trade floor meetings, and industry events.
Both editions follow a three-day format, which gives attendees enough time to move through the floor, attend education sessions, and still hold meaningful buyer-brand conversations.
Location: Jacob K. Javits Convention Center
The Javits Center sits at 655 West 34th Street in Manhattan. It is one of the most modern and well-equipped convention venues in the world. Its central location in the city makes it easy to reach from all major transit hubs, including Penn Station, the Port Authority Bus Terminal, and several subway lines.
The building itself is large enough to accommodate hundreds of brands across multiple product categories. However, despite its scale, the layout is designed to be navigable. Clear signage, a mobile app, and an event planner tool on the official website all help attendees find the brands they are looking for without wasting time.
Additionally, the surrounding area of Midtown Manhattan offers a wide range of hotel and dining options. The show organizers also negotiate exclusive hotel rates for both exhibitors and attendees, which is worth taking advantage of if you book early.
Who Exhibits at MAGIC New York?
The show floor at MAGIC New York features a wide mix of brands. You will find established national names alongside regional favorites and emerging designers making their trade show debut. The product categories span a broad range of the fashion market.
Exhibitors come from the following areas:
- Women’s trend and young contemporary apparel
- Modern sportswear and activewear
- Accessories, including jewelry, bags, and belts
- Footwear for women
- Home, gift, and beauty
- Streetwear and casual wear
At the February 2026 edition, notable brands on the show floor included America & Beyond, Barefoot Dreams, Elan, Hidden Jeans, Piccadilly, Skies Are Blue, Tribal, and THML Clothing. These names represent a healthy mix of handcrafted designs, contemporary essentials, and innovative denim, giving buyers plenty of options across price points.
The show also welcomes brands that offer low minimum order quantities, which is particularly helpful for boutique buyers who cannot commit to large volumes. The brand list is available through the event planner and mobile app before the show opens, so buyers can plan their floor walk in advance.
What Buyers Can Expect on the Show Floor
Walking into the Javits Center during the show is an immersive experience. The floor is organized by category, which makes it easier to focus your time. Brands set up curated booth displays that showcase their newest collections in full.
Buyers can place orders directly at the show. Many brands bring their full lookbooks, line sheets, and samples, making it possible to make purchasing decisions on the spot. Additionally, some exhibitors offer show-only incentives, so it pays to ask about special deals while you are there.
However, the show is not just about transactions. It is also about discovery. Many buyers find brands they have never heard of simply by walking the floor with an open mind. This is one of the things that makes the in-person format so valuable. You cannot stumble across a new brand in quite the same way online.
The show also features a Hosted Buyer Program, which offers VIP access, personalized scheduling, and exclusive opportunities to connect with top brands. If you are a high-volume buyer, this program is worth applying for in advance.
Education and Experiences
One of the strengths of MAGIC New York is its education program. The show offers far more than a traditional trade floor. Sessions are delivered directly on the show floor, making them easy to fit into a busy schedule.
At the February 2026 edition, education highlights included the FW26/27 Women’s Buyer’s Guide, presented by trend forecasting firm Future Snoops. This session walked buyers through the key cultural and consumer shifts shaping the upcoming season. Topics covered the move from pure aesthetics to value-driven purchasing, fit preferences, and how to translate macro trends into practical buying decisions.
Sessions also addressed fit and value, helping attendees understand what today’s consumer prioritizes at the point of sale. The education program covers a wide range of topics across all show editions, including:
- Trend forecasting and seasonal color reports
- Digital marketing and social media strategy for retailers
- Business development and community building
- Fashion technology, including AR, VR, and AI applications
- Diversity and inclusion in fashion retail
Beyond formal sessions, the show hosts fireside chats and intimate conversations with industry thought leaders. These smaller-format discussions often produce some of the most candid and useful insights of the week.
Additionally, networking events and cocktail hours take place both on and off the show floor. These give attendees a more relaxed setting to build relationships with the brands and peers they have met during the day.
Trend Themes for Fall/Winter 2026–2027
The February 2026 edition of MAGIC New York provided buyers with a detailed preview of the season ahead. According to the official Women’s Young Contemporary Buyer’s Guide, three key trend themes defined the Fall/Winter 2026–2027 outlook.
The first theme, Tough & Tender, explored raw materials, imperfect textures, and a beauty that feels earned rather than polished. The second theme, Functional Flair, embraced sporty, easy-to-wear silhouettes that blur the line between activewear and everyday dressing. The third theme, Wild Heritage, brought together utilitarian craftsmanship with a modern edge, drawing on workwear traditions and nature-inspired details.
These themes give buyers a framework for building a cohesive seasonal assortment. However, they are also broad enough to apply across different store formats and price points, from boutiques to large department stores.
MAGIC New York and New York Fashion Week
The September edition of MAGIC New York is especially significant because it runs alongside New York Fashion Week. This timing is not accidental. It reflects a deliberate strategy by FASHION by Informa to align the trade show with the city’s biggest fashion moment.
For buyers and press already in New York for the runway shows, attending the trade show requires no extra travel. This makes the September edition particularly well-attended, and the energy on the floor reflects that. Brands often use this edition to unveil their most exciting new pieces, knowing that media attention is at its peak.
Furthermore, the proximity to Fashion Week means that trend conversations feel more immediate. What appears on the runway one day can shape buying conversations on the show floor the next.
How to Register and Attend
Registration works differently depending on whether you are attending as a buyer or as a brand looking to exhibit.
For buyers, the good news is that verified purchasers attend for free. You simply need to register in advance and confirm your professional relationship to the fashion industry. The show is not open to the public, so all attendees go through a verification process managed by show organizers. Pre-registering is strongly recommended. It helps you avoid lines at the door and ensures you receive all event information and updates ahead of time.
For exhibitors, the process begins with an application submitted through the official MAGIC New York website. Applications are reviewed by the show team, and brands typically hear back within a few days. Once accepted, exhibitors gain access to the Exhibitor Resource Center, which provides all the tools needed to prepare for the show, from booth setup guidelines to registration for team members.
Both attendees and exhibitors benefit from using the event’s mobile app and online event planner. These tools allow you to browse the brand list, build a favorites list, view lookbooks, and plan your schedule before arriving.
Tips for Getting the Most Out of the Show
Making the most of MAGIC New York requires a bit of planning. Here are some practical steps to consider before you go.
First, set a budget before you arrive. Knowing your spending limits helps you focus your time on the brands that are the right fit for your inventory gaps and price point.
Second, download the official mobile app and review the brand list in advance. Many categories fill up quickly during the show, and having a prioritized list of booths to visit means you will not run out of time before reaching the brands that matter most to you.
Third, book your hotel early. The show organizers negotiate exclusive rates for attendees, but these deals tend to go quickly, especially for the September edition when the city is already busy with Fashion Week visitors.
Finally, leave room in your schedule for discovery. Some of the best finds at a trade show come from booths you had not planned to visit. Walk the floor with curiosity, not just a checklist.
Conclusion
MAGIC New York 2026 offers two distinct opportunities to engage with the heart of the American fashion trade. The February 24–26 edition at the Javits Center focuses on Fall/Winter 2026–2027 collections, while the September 9–11 edition runs alongside New York Fashion Week for maximum industry energy. Both editions bring together hundreds of brands spanning women’s trend, young contemporary, modern sportswear, accessories, and footwear. The show caters to buyers from boutiques to major department stores, with verified purchasers admitted free of charge. Beyond the show floor, a rich education program, trend presentations, and networking events make each edition a full experience. Whether you are sourcing for the next season or looking to grow your brand’s retail presence, this event remains one of the most powerful touchpoints in the fashion industry calendar.
Frequently Asked Questions
Is MAGIC New York open to the public?
No. MAGIC New York is a trade-only event. All attendees must be verified fashion professionals. This includes buyers, designers, press, influencers, and industry decision-makers. The general public is not admitted. You must register in advance and pass a verification process managed by the show organizers.
How much does it cost to attend MAGIC New York as a buyer?
Verified purchasing buyers can attend for free. Non-purchasing attendees, such as press and industry professionals, may be subject to different requirements. It is best to check the official MAGIC New York website for the most current registration details before your visit.
What product categories can I find at MAGIC New York?
The show covers a wide range of categories including women’s trend and young contemporary apparel, modern sportswear, footwear, accessories, streetwear, and home, gift, and beauty. Exhibitors range from innovative startups to established manufacturers and wholesalers.
Can I place orders at the show?
Yes. Many exhibitors come fully prepared to take orders on the show floor. They bring samples, lookbooks, and line sheets. Additionally, some brands offer show-exclusive deals or incentives for orders placed during the event.
What is the Hosted Buyer Program at MAGIC New York?
The Hosted Buyer Program is a VIP track for high-volume retail buyers. It offers personalized scheduling, priority access to top brands, and exclusive networking opportunities. Buyers interested in this program should apply in advance through the official website, as spots are limited.
