WHITE MILANO UNVEILS EXPANSION PLAN FOR 2026 WITH NEW EXHIBITION SPACES, INTERNATIONAL ROADSHOWS AND STRATEGIC LEADERSHIP APPOINTMENTS
White Milano announces an ambitious growth strategy for its upcoming June and September 2026 editions, introducing expanded exhibition venues, new international partnerships, and a strengthened leadership structure aimed at accelerating global business opportunities for fashion brands.
White Milano has revealed a comprehensive development plan designed to restore the trade show to its pre-pandemic scale while expanding its international reach. The initiative includes new exhibition spaces across Milan’s Tortona District, a series of international roadshows, and the appointment of a new steering committee led by industry leaders with extensive global experience.
“We are very proud to present a preview of our development project, which positions White at the center of a series of initiatives aimed at bringing the event back to its pre-Covid levels, both in terms of locations and exhibitors”, said Massimiliano Bizzi, founder and president of White Milano.
WHITE MILANO STRENGTHENS ITS POSITION IN THE TORTONA FASHION DISTRICT
Long recognized as one of Italy’s leading fashion trade shows, White Milano continues to reinforce its role as a key platform for emerging and established fashion brands. According to Bizzi, the event’s growth strategy is centered on expanding product categories, opening new international markets, and enhancing its curated approach to brand selection.
The June and September editions will once again be held under the patronage of the Lombardy Region and the City of Milan, with the support of the Italian Ministry of Foreign Affairs and International Cooperation (MAECI), the Italian Trade Agency (ITA), and Confartigianato Imprese.
INTERNATIONAL ROADSHOWS TARGET EMERGING FASHION MARKETS
As part of its global expansion strategy, White Milano will launch a series of roadshows and trade missions across high-growth international markets, including South America, Denmark, India, Armenia, Kazakhstan, and Azerbaijan.
Strategic partnerships include collaborations with Lakmé Fashion Week in India, the Fashion & Garment Chamber of Armenia, and Visa Fashion Week in Central Asia.
The first international activation will take place during Gran Canaria Swim Week from June 24 to 28, offering participating brands new opportunities to connect with buyers and industry professionals.
WHITE ON THE BEACH DEBUTS IN JUNE 2026
One of the key innovations for June is the launch of White On The Beach, a new format conceived as a preview of White Resort.
Taking place from June 18 to 20 at Via Tortona 54, the project is designed to create synergies between fashion, tourism, hospitality, and lifestyle sectors. Combining showroom presentations, pop-up experiences, networking opportunities, and cultural exchanges, the format reflects the growing demand for experiential business models within the fashion industry.
A highlight of the inaugural edition will be the participation of 12 Colombian brands selected by Makeno, one of Latin America’s most respected concept stores based in Medellín.
Founded by Paola Betancur and Manuela Rubio, Makeno has become a leading platform for contemporary Latin American design, showcasing more than 120 emerging and established designers across fashion, accessories, jewelry, and lifestyle categories.
EXPANDED EXHIBITION LAYOUT FOR SEPTEMBER 2026
For September 2026, White Milano will significantly expand its exhibition footprint.
Alongside the established venues T27 and T54, the new T35 location will be introduced. Meanwhile, T15 will host More, a dedicated section focused on beauty, lifestyle, and design brands.
BASE Milano will feature two new areas:
- Nuvola, dedicated to accessories;
- Box, an urban-focused section centered on streetwear, activewear, and denim.
Among the special guests confirmed for the September edition are South Korean fashion label Kimhēkim and Georgian accessories brand O’Seven Eleven.
MONICA SARTI APPOINTED VICE PRESIDENT AS WHITE MILANO BUILDS NEW LEADERSHIP TEAM
Supporting the organization's next phase of growth, White Milano has appointed Monica Sarti as vice president.
An Italian entrepreneur and designer, Sarti is founder and creative director of L’Accessorio and CEO of Lanificio Faliero Sarti, one of Italy’s most respected textile companies.
Her appointment coincides with the creation of a new Steering Committee composed of entrepreneurs and professionals with extensive international expertise. The committee will play a central role in supporting White Milano’s global expansion strategy and identifying new business opportunities abroad.
WHITE MILANO FOCUSES ON INTERNATIONAL GROWTH AND MADE IN ITALY PROMOTION
According to White Milano CEO Brenda Bellei, the organization remains committed to strengthening international relationships and supporting Italian fashion companies in accessing emerging markets characterized by growing purchasing power and strong economic potential.
By combining strategic partnerships, international trade initiatives, and expanded exhibition formats, White Milano aims to reinforce its position as one of Europe’s leading fashion trade shows while continuing to promote the global visibility of Made in Italy excellence.
On The Beach powered by White Milano
June 18 - 20, 2026
Base Milano
Via Tortona 54 - 20144
White Milano
September 24 - 27, 2026
Tortona Fashion District
Via Tortona 27 / 54 - BASE / 35 / 15 - 20144
