White grows by 24% in terms of exhibitors. Four new sections and two new venues in the Tortona District are inaugurated. A supply chain agreement is signed with Simest. International collaboration with Cosmoprof is strengthened. The number of invited international buyers doubles, thanks to the support of the ICE Agency.

The 2026 September edition, taking place from Sept. 24 to 27, 2026, marks a significant evolution of White's September event, with an expansion of the exhibition area, the introduction of new venues, and the strengthening of the commercial team through the appointment of international ambassadors and consultants. This development is part of a broader strategy to enhance the Tortona Fashion District as a leading hub for contemporary creativity, to consolidate its identity and further strengthen the international appeal of Milan Fashion Week. The trade show will feature 450 brands, alongside a strengthened incoming delegation of more than 300 carefully selected top buyers from leading international buying groups.

A Vision of Global Expansion

The commercial collaboration already established with Cosmoprof continues to further strengthen the synergy between fashion, beauty, and lifestyle.

“It is a long journey that began 25 years ago, from nothing, and today sees me committed to reshaping White to keep it constantly current and innovative, fully in line with the DNA that has defined it from the very beginning," commented Massimiliano Bizzi, founder of White. "Above all, I want to give White strong international development, thanks to the important partnership currently underway with BolognaFiere. Their expertise will soon allow us to bring our companies to the most important international markets while, at the same time, finally developing my idea of creating a show-event in the Tortona area dedicated to different sectors, always under the White name. I am happy and deeply proud of this journey.”

Transforming the Tortona District

A new project aimed at bringing together the Tortona Fashion District will also debut, featuring a programme of events open to the fashion community, including music, pop-ups, experiences and entertainment activities that will animate the district every day, from the early afternoon onwards. The historic T27 and T54 venues are joined by T35, which will host On the Beach, a project dedicated to resortwear, and T31, which, together with T54, will serve as the venue for the new More area, dedicated to the worlds of beauty, lifestyle and design.

> T27 Luce: The show's historic venue where it all began will host a selection of clothing and accessories brands from the contemporary and contemporary luxury segments, with Korean label Kimhēkim as its special guest.
> The Lofts & Basement: The Lofts, dedicated to established companies with strong business appeal, will feature collections by Ibeliv, Faliero Sarti and Monica & Friends, while the Basement, historically White's destination for avant-garde research, will host the brand Mr. Nelson.
> The Lounge at T27 will host the major international textile group Keqiao, which will present a selection of 15 brands.
> T54: Will host three new sections: Nuvola, dedicated to fashion accessories; Box, a new urban hub focused on streetwear, activewear and denim; and More, dedicated to the worlds of beauty, lifestyle and design. The T54 programme will be further enriched by WNLAB, featuring daily workshops and talks dedicated to the languages, trends and themes shaping new contemporary cultures. At the heart of the space will be Sexdreams, an installation by Milanese artist Gioele Corradengo.
> T35 | On the Beach: The area dedicated to resortwear, which, following the success of the June edition, confirms a rich programme of talks exploring hospitality, tourism and the evolution of the segment, developed in collaboration with Allumeuse agency. The special guest at T35 will be the Colombian brand, Donde Esteban.

“Curated by Chapters” brings the curatorial vision of Federica Montelli, founder of Chapters, to White through a carefully selected group of brands that reflects her editorial approach to retail.

White’s Guest Designer will be the brand founded by designer Alessandro Enriquez, who will present his ironic and sophisticated lifestyle concept in an area entirely inspired by the brand’s distinctive mood, extending its creative influence across the various sections of the trade show.

International Partnerships and Institutional Support

The edition will consolidate collaborations with leading fashion weeks, institutions, and international organisations. The partnership with Yerevan Fashion Week, a leading platform for Armenian fashion, is renewed. At the same time, dialogue with Brazil is strengthened through ApexBrasil and Abest Brasil, the association dedicated to promoting the excellence of Brazilian fashion and design in international markets. The collaboration with Icex España Exportación e Inversiones, the Spanish public agency dedicated to the internationalisation of businesses, also continues, bringing to White a selection of emerging and established designers representing Spain’s vibrant creative scene.

The partnership with Gran Canaria Swim Week continues, featuring a dedicated space in T35 | On the Beach to showcase Canary Islands talent. Additionally, Chacho SVNRS, winner of the White Milano Award, will present its collection in the Box area.

White will host a selection of Romanian brands with the support of Arice (Romanian Agency for Investments and Foreign Trade), which promotes the internationalisation of Romanian businesses while also fostering connections with buyers from emerging markets.

Ten selected Indian brands will also showcase their collections, supported by FDCI (The Fashion Design Council of India), the organisation behind Lakmé Fashion Week. The collaboration with the Colombian market also continues through The Colombia Edit by Makeno, developed with the support of ProColombia in partnership with Makeno, a leading concept store in Medellín and a key platform for promoting contemporary Colombian design. The initiative will bring a curated selection of Colombian brands to White, showcasing their collections while strengthening the dialogue between the two markets and creating new internationalisation opportunities for the Colombian fashion industry.

During September and October 2026, international missions will continue with the aim of strengthening international cooperation and consolidating relationships with institutional partners. “The missions will aim to develop new opportunities for collaboration, promote joint initiatives, monitor the progress of projects of mutual interest, and represent the organisation in strategic international contexts, contributing to the achievement of our growth, innovation and development objectives,” said Brenda Bellei, ceo of M.Seventy, the company behind White.

September 24 - 27, 2026
White Milano
Via Tortona 27 / 54 / 31
White On the Beach
Via Tortona 35

Photo: Kimhēkim