From digital product passport to virtual fitting rooms: 10 startups selected to compete in the startup competition for the tenth edition of Innovation Village Retail
In recent years, the fashion and retail world has been undergoing one of the most profound technological transformations in its history. According to the “State of Fashion Technology 2026” report, over 75% of international fashion brands now consider artificial intelligence and digital technologies a strategic priority to improve customer experience, supply chain and sustainability. The theme of sustainability is also accelerating innovation: Europe is introducing increasingly stringent regulations on the Digital Product Passport and supply chain traceability, pushing brands and retailers to completely rethink production processes, data management and product life cycles.
In this scenario, startups represent one of the main drivers of innovation in the sector today. The Global Startup Ecosystem Report 2025 analyzed over 5 million startups across more than 350 international ecosystems, confirming that technological innovation, artificial intelligence and sustainability are the main drivers of new global entrepreneurship. In Italy, according to the latest data from the Ministero delle Imprese e del Made in Italy, registered innovative startups have exceeded 12,000, with significant growth precisely in the AI, sustainability, fashion-tech and digital experience sectors. Increasingly, companies are looking for solutions capable of combining creativity, technology and sustainability in a fast, scalable and concrete way.
It is precisely in this context that Innovation Village Retail fits in, the space dedicated to emerging technologies and trends capable of transforming the sector. The initiative, organized by Riva del Garda Fierecongressi in collaboration with Retail Hub – an international benchmark for innovation in retail which, with its Innovation Explorer platform, collects over 5,000 profiled startups – will take place from 13 to 16 June 2026 at the exhibition centre in Riva del Garda as part of Expo Riva Schuh and Gardabags.
After 5 years and 10 editions, Innovation Village Retail confirms itself as a privileged observatory for intercepting the technological solutions that are transforming the sector. A fair within the fair, an exhibition village open to startups, companies, institutions and professionals, designed to share the culture of innovation and create networking and business opportunities between emerging realities and established players. This is an important milestone that photographs the growth of the initiative: 76 startups from 17 countries took part in the previous 9 editions, testifying to the strong international vocation of the project and its ability to attract innovation from all over the world.
Following the call launched in recent months, 10 startups from the worlds of AI, 3D, traceability, virtual try-on and production digitalization have been selected. They will present their solutions to international brands, retailers, investors and operators during the sessions on 14 and 15 June, led by Alberto Mattiello, innovation expert of the Scientific Committee of Expo Riva Schuh and Gardabags, as well as member of the Advisory Board of Retail Hub.
14 June – Traceability, digital twin, generative AI: here are the new frontiers of production
The first session will be dedicated to the themes of traceability and sustainability, which are increasingly central to the fashion and accessories sector. Among the protagonists will be HALA (Italy), a startup that helps brands transform the Digital Product Passport into a strategic business lever thanks to a RegTech and DataTech platform that guarantees traceability, authenticity and monitoring of the product life cycle. Space will also be given to Circular Solution (South Korea), a technology that allows monitoring the supply chain, recycled content, carbon footprint and waste management, turning regulatory compliance into a concrete tool for sustainability and operational efficiency. Completing the panel will be PlatformE (Portogallo), a reality specialized in the new frontiers of customization and digital experiences in fashion retail.
In the afternoon, the focus will shift to AI, digital twins, 3D configuration and on-demand production. Among the featured startups will be Voxelo (United Kingdom), a studio specialized in 3D and AI for fashion retail that transforms a simple video taken by smartphone into a 3D digital twin of the product, generating content for e-commerce, augmented reality and marketing campaigns in just a few hours instead of weeks. Tailoor (Italy) will also participate, an AI-based platform that allows brands to create and sell customized products on demand through advanced configurators and 3D technologies, reducing stock and production waste. CustomWrkshop powered by Threedium (Spain) completes the panel, a reality focused on the new frontiers of digital configuration and made-to-order experiences.
15 June – Fit intelligence, customization and shopping experience
The second day will be dedicated to technologies that are redefining the relationship between consumers, fitting and online shopping. Among the leading startups will be Sooley (Germania), which transforms a simple iPhone into a precision 3D foot scanner, allowing brands and retailers to offer advanced fitting, customization and scalable digital services without the need for dedicated hardware. Next is Shoefitr (Olanda), a “Fit Intelligence” platform that links the actual foot scan of consumers with that of the shoes produced, creating a data infrastructure capable of predicting returns and significantly improving the online shopping experience. Within the session, Estyl Like Magic (italia) will also be present, a startup that uses generative AI to revolutionize virtual try-on and fashion image production, allowing retailers to offer highly personalized experiences and replace traditional photo shoots with content generated by artificial intelligence. Closing the panel will be Ustyle (Italia), a B2B platform for fashion e-commerce that integrates directly into product pages. It shows models in videos and images wearing the main garment paired with complementary items, offering customers unlimited outfit combinations.
The final startup competition
As per tradition, the startups will challenge each other during the Startup Competition, which represents a concrete opportunity to: present their solutions to an international jury of industry experts, get in touch with companies and stakeholders from over 100 countries, and accelerate their growth and market validation path.
The Investor Simulation format is also present for the summer edition: each juror will have a virtual budget to invest and will have to decide how to allocate it among the competing startups, both during the pitches and in the final. This mechanism simulates the decision-making process of real investors, making the competition more dynamic, engaging and close to market logic. Solaya, winner of the winter edition in January 2026, virtually raised 505 thousand euros.
«For years, innovation in fashion was perceived as something distant, almost experimental. Today it is no longer the case: brands need concrete, immediate and scalable solutions to address issues such as sustainability, customization, production speed and new consumer expectations. The startups we have selected this year reflect exactly this evolution: not just ideas, but technologies already capable of having a real impact on business. The goal of Innovation Village Retail is precisely to enable these realities to dialogue directly with the international market and with the main players in the sector» explains Massimo Volpe, founder and CEO of Retail Hub.
Participating in Expo Riva Schuh and Gardabags – the main international trade fair for the footwear, leather goods and accessories sector – means immersing oneself in a unique context: the latest edition recorded over 1,000 exhibitors and brands, 8,000 visitors and an international community involving more than 100 countries. These numbers confirm the event as a true global crossroads for business and innovation in fashion retail.
«With Innovation Village Retail we have created an ecosystem where innovation is not just a future vision, but a practical tool to face the challenges of the sector. In a market that transforms and evolves rapidly, this initiative guarantees ever-current solutions and immediate operational tools for today's and tomorrow's business – states Alessandra Albarelli, general manager of Riva del Garda Fierecongressi. – Our goal is to continue to be the hub where technology meets the concrete needs of buyers and producers, confirming Riva del Garda as an essential stage for those who wish to remain competitive globally».
