For a trade fair, conference or networking event, business casual usually works well. Comfort matters here. Choose smart trousers with a blouse, shirt or knitted polo. Bring an extra layer and wear shoes you can stand and walk in for a long time. Crease-resistant, breathable fabrics are practical for such a long day. If you are staffing a stand yourself, dress slightly more formally than visitors. Below you can read how to go about it, with concrete outfits and a checklist for your bag.
What makes such a day difficult?
A trade fair day often consists of travelling, sessions, networking and drinks. You walk and stand a lot. Meanwhile the temperature shifts from a cold hall to a warm room. So choose clothing that stays comfortable and does not crease easily.
Visitor or exhibitor?
Your role determines the level of your outfit:
| Role | Level | Example |
|---|---|---|
| Visitor | Business casual | Trousers, knitted polo or blouse, smart trainers or loafers |
| Exhibitor | Slightly more formal, recognisable | Trousers, shirt or blouse, perhaps in a house colour |
| Speaker | Formal to business | Trousers with a blouse or shirt, perhaps a jacket |
| Networking drinks afterwards | Business casual with an accent | Same outfit, with a piece of jewellery or a different layer |
For women: polished and practical
Start with trousers that keep their shape all day. An ultra high-waist pleated trouser in beige made of polyester creases little, keeps its pleat and gives a long, professional line. On top, a fitted blouse with darts in light blue: the fabric with bamboo, polyester and elastane moves with you when you reach for a leaflet or raise your arm to greet someone.
Bring a second layer for cold halls or an air-conditioned room. A knitted V-neck polo in cream can be worn over your blouse, or in the afternoon instead of the blouse if you want to freshen up for the drinks. Wear shoes with a low heel or loafers: high heels on a concrete trade fair floor are no fun after two hours.
For men: the shirt that gets through the day
- A cotton shirt with an Italian collar in light blue stripe is professional yet not stiff. The fine stripe looks polished and the Italian collar looks good without a tie.
- Combine with slim-fit trousers in black. The elastane in the fabric makes long days of standing and walking a good deal more comfortable.
- For the networking drinks you can swap the shirt for a knitted piqué polo with stripe detail in navy. That way you feel fresh without changing completely.
Comfort during a long day
- Shoes first. Choose shoes you have already broken in. Preferably do not wear shoes you have not yet broken in. Consider cushioned insoles.
- Breathable fabrics. Trade fair halls get warm from lighting and people. Cotton, bamboo, viscose and lyocell feel fresher than heavy synthetic fabrics.
- Crease-free. After a train journey and three hours of walking around, your outfit still needs to look neat. Fabrics with a little elastane recover faster.
- Pockets. Trousers with good pockets for your phone and business cards are handy, so you do not have to keep searching in your bag.
What to pack in your bag
- A second top or polo to freshen up for the drinks.
- A foldable bag for leaflets and goodies.
- A small toiletry bag with deodorant, mints and a comb.
- Plasters in case your shoes start to pinch after all.
- A power bank, because your phone is your scanner and diary all day.
Colours that work
Calm colours such as navy, light blue, beige, grey and white are easy to combine. A colour accent helps you to be recognisable, especially as an exhibitor, but keep it to one piece. In photos taken at a conference, plain fabrics also look calmer than busy prints.
As a speaker on stage
If you give a presentation or sit on a panel, pay attention to a few extra points. You are often filmed or photographed, and sometimes you wear a microphone that is attached to your clothing. So choose a top or shirt with a collar or button placket to which a clip microphone can be attached, and trousers or a skirt with a waistband for the transmitter. Plain colours come across calmer on stage and on camera than busy prints. Avoid jangling bracelets and choose shoes you walk confidently in when you step onto the stage.
Multi-day fair: plan per day
If you are at a trade fair for several days, choose a fixed base that you wear every day, such as two pairs of trousers in neutral colours, and vary the top. Two blouses or shirts and two knitted layers already give four different combinations. Hang everything up straight away in your hotel room in the evening, so it is fresh again the next morning. And bring a second pair of broken-in shoes: alternating gives your feet a rest.
From conference to drinks
Many events end with networking drinks. You do not need to change completely: swap your blouse for a knitted top, put on a piece of jewellery or take off your jacket and roll up your sleeves neatly. For men, a fresh polo instead of the shirt is enough to look rested again.
For complete business looks, take a look at the Office collection for women, the Office collection for men and our shirts. If you want to know why viscose is so pleasant to wear, read our page about viscose.
Shop the look
Philippa: ultra high-waist pleated trousers, beige
Delphine: fitted blouse, light blue
Josephine: knitted V-neck polo, cream
Hamilton: shirt with Italian collar, light blue stripe
Vincent: slim-fit trousers, black
Alistair: knitted piqué polo, navy
Frequently asked questions
How do you dress for a trade fair as a visitor?
Business casual: smart trousers with a knitted polo or blouse, an extra layer for cold halls and comfortable, broken-in shoes you can walk in all day.
What do exhibitors wear at a trade fair?
Slightly more formal than visitors, such as trousers with a shirt or blouse. Many companies choose a fixed colour so the stand staff are recognisable.
Which shoes do you wear to a conference?
Shoes you have already broken in, with a low heel or flat sole. Loafers, smart leather trainers or lace-up shoes with good cushioning are ideal.
