From September 24 to 27, White transformed the Tortona Fashion District into a vibrant hub for Milan Fashion Week. With talks, workshops, podcasts, pop-ups, and networking, the event engaged the fashion community beyond exhibit hours, driving new business opportunities. White confirms its presence in the Tortona District with two new locations and a 24% increase in exhibitors. Its international reach is expanding, with a 14% rise in international buyers and a 10% increase in Italian buyers, attracting 9,000 fashion industry professionals. The event has revitalized the district, reinforcing its position as a dynamic global fashion hub.

A Dual B2B and B2C Model Boosts Via Tortona

Through a hybrid B2B/B2C approach, White introduced public events that amplified Via Tortona’s appeal. To support growth, White partnered with BolognaFiere-Cosmoprof to enhance international expansion and future B2C projects.

Brand Expansion: 450 Brands Across New Specialized Venues

White expanded to 450 brands (+24% vs. September 2025). The growth introduced two new locations, including T31 (lifestyle, accessories, beauty) and T35 (resortwear), alongside established T27 and T54 venues. New specialized zones included Nuvola (accessories) and Box (streetwear, urban, denim). This expansion has attracted prominent buyers, with a 10% increase in Italian buyers and a 15% increase in international buyers. Key global retailers attended, including David Jones (Australia), Holt Renfrew (Canada), Le Bon Marché and Printemps (France), Hankyu and Takashimaya (Japan), Liberty and Selfridges (UK), Bloomingdale's (USA), MyTheresa.com (Germany), and luxury hotel groups like Belmond and Roccoforte. Thousands of visitors also attended B2C district events.

Institutional Support and Featured Labels

Major institutions backed the edition, including Regione Lombardia, the Municipality of Milan, MAECI, ICE Agency, and Confartigianato Imprese. This year’s showcase highlighted key international collections that generated strong interest among buyers. Special guest Kimhēkim, a Korean fashion house founded by Kiminte Kimhekim, reinterpreted contemporary tailoring through a sophisticated and experimental language, while Ibeliv presented artisanal raffia accessories in the Loft. Batakovic Belgrade, a Serbian brand founded by designer Ivana Batakovic, offered a blend of contemporary elegance and functional design, and Duha debuted sculptural, craft-focused footwear through the Chapters collaboration by Federica Montelli. On the resortwear front, Donde Esteban showcased vibrant Caribbean-Mediterranean vacation wardrobes, paired alongside Vlisco's iconic printed wax fabrics. Alessandro Enriquez showcased the Italian lifestyle through his colorful, playful universe, spanning fashion, home décor, and design. Other notable names across the contemporary, design, and beauty sectors included Marcel Pustul, Les Ottomans, Qeeboo, Poltronova, Giobagnara, the Brazilian fragrance brand Granado, Longevity, and Beautick by Beppe D'Elia.

International Delegations and Strategic Financial Partnerships

Delegations from Armenia, Brazil, Spain, Canary Islands, Romania, India, and Colombia reinforced White's role in connecting Italian fashion with global markets. Additionally, White partnered with SIMEST on the "Filiere d'Impatto" agreement to provide fashion SMEs access to subsidized international growth financing.

"The great work done on the show's brand mix led to a strong increase in buyers, particularly those of international standing. White is therefore facing a new path that has already started in the best possible way. At the same time, seeing this new youthful energy animate the entire Tortona area late into the evening is concrete proof of how much the format change, with the introduction of B2C areas, has engaged a broader audience. White thus confirms itself as an ever-young, innovative, and inclusive project," stated Massimiliano Bizzi, founder and president of White.

Next Edition FW 2027
White Milano
February 25 - 28, 2027
Tortona District - Milano