Contemporary womenswear trade show White Milano returns to the Fashion District from February 26 to March 1, 2026, with a significant increase in international buyers. Over 300 brands will be present, a 10% increase compared to February 2025, of which 46% are international and 54% Italian.
The event is expected to see a growth in buyers from around the world. In particular, there will be a greater presence of professionals from the USA, China, Japan, South Korea, Denmark, France, Germany, the Netherlands, Belgium, Great Britain, Ireland, Spain, Portugal, the UAE, Brazil, and Azerbaijan, strategic markets for the international development of Made in Italy products and for expanding the business opportunities of exhibiting companies.
This edition, sponsored by the Lombardy Region and the City of Milan and supported by the Ministry of Foreign Affairs and International Cooperation, will particularly highlight the contribution of ICE-Italian Trade Agency, a strategic partner together with Confartigianato Imprese.
ICE's contribution will allow the event to welcome an even greater number of select buyers, expand its presence in the most dynamic markets, and offer companies interesting business opportunities. This commitment confirms the Agency's central role in supporting the internationalization of businesses and consolidating the competitiveness of the Italian fashion system worldwide. Through targeted initiatives, internationalization programs, and the creation of synergies with key players in the global fashion system, the Agency makes a decisive contribution to consolidating the competitiveness of Italian companies and supporting their expansion and innovation processes.
"Thanks to the support of ITA, which clearly understood the dynamics at play, White is preparing for a new international development plan, reaffirming its role as a trend forecaster, capable of reading the market and grasping its directions," said Massimiliano Bizzi, president and founder of White. "The February edition is marked by innovation, confirming the show's ability to evolve and respond with vision to the needs of international buyers, who, thanks to ITA's support, have doubled in number. In this context, the format remains solid and forward-looking, fully expressing its vocation for the dialogue between research, design, and quality. Thanks to worldwide scouting, we were able to bring 130 new brands to the show, which demonstrate a new energy."
Among the new features of the next edition, within Superstudio, in the Daylight room, will be White Accessories, a new area dedicated to accessories with a focus on footwear: a space conceived as a showcase of excellence, with an immediate visual impact and optimal visibility of the products. The special feature of this area is the Morsica brand, which explores cutting-edge design through bold shapes and experimental techniques. Also among the new entries at the show are the brands Henrik Vibskov and Woc.
The Secret Rooms, places for contemporary creative expression, return in February with names including Batakovic Belgrade, Susan Fang, Lucille Thievre, and Mii. Parisian brand Ines de la Fressange and luxury outerwear brand Olivia V also return to White.
The Loft and Basement areas of White, a location dedicated to research projects and an underground attitude, have been confirmed. This location will host the international showroom Valdagency, with the brands Annette Gortz, Anntian, Gudrun&Gudrun, Henrik Visbskov, Merryl Tielman, and Saskia Diez.
The White Lounge will host the Autumn/Winter 2026–27 collection of the Italian brand Gattinoni.
While on the one hand, White confirms and strengthens its role as a platform for the discovery and valorization of new talents, on the other hand, the company M Seventy, owner of the brand and organizer of the event, continues to strengthen its international expansion, consolidating relationships with foreign markets, institutions, and strategic partners.
"Our activities in the Gulf countries continue, where we followed up on the Memorandum of Understanding signed with the Saudi Fashion Commission in October 2025 by opening The Circle, a permanent space in Riyadh's Misk City," stated Brenda Bellei, ceo of Seventy-White and The Circle Platform. "The prestigious location made available to us is very spacious and finely furnished, allowing us to develop numerous activities for our clients to introduce international brands to the Gulf markets. We will launch numerous initiatives abroad in 2026, and the related schedule will follow shortly."
White Milano
February 26 - March 1, 2026
Tortona Fashion District
20144 Milano
Image: Tabula Rasa, the White's new creative campaign conceived by president and creative director Massimiliano Bizzi
