Welcoming the global fashion community, White Milano and the Saudi 100 Brands open Milan fashion week with an exclusive gala event, taking place on September 20 at the historic Palazzo Serbelloni.

Fusing dance, culture and fashion, the gala event will showcase the Saudi Collections, each one of them presented with its own unique scenography and choreography, cultured with the participation of dancers from renowned La Scala Theater.

At the core of this event lies the Saudi 100 Brands program, an initiative by the Saudi Fashion Commission. The program is dedicated to invigorating and celebrating the growing opportunities available to fashion designers from the Kingdom. By providing essential tools and resources, it empowers designers to share their work with global audiences and achieve international acclaim. Building upon the success of their collaboration last year, White Milano and the Saudi Fashion Commission are set to raise the bar yet again. The Saudi 100 Brands showcase will find its home in the Padiglione Visconti, a versatile 1,000 square-meter space located at the heart of the Tortona Fashion District.

Featuring dedicated pop-ups for each fashion house, the showcase will accentuate the unique temperament of every collection. All designers will display within one dedicated space, collectively enriching and elevating each individual artistic identity. This will be rounded off with a Pop Up Display at luxury retailer 10 Corso Como Milan. The Pop Up will be open from Tuesday 19 to Thursday 2h, with an opening event on Sept. 19.

Several trailblazers from the Saudi fashion movement are announced as part of the showcase, including Agmarat, AlMaha Designs, Dananeer, Dar bella fashion house, ivori fashion, Mona AlShebil, Rosa Canina, The Naqadis, and The untitled project. They will be joined by a group of promising emerging designers from the Kingdom, including 35 Design, JF, Khharaz by Shamma, Noura Alghilaisi, Reham Nassier, and Samar Nasraldin.

“In the prestigious setting of Palazzo Serbelloni, a charming historic mansion located in the center of Milan, we are pleased to be able to present an exclusive event dedicated to the creativity of Saudi designers," said Brenda Bellei, chief executive officer of White. "On the evening of September 20, an expert direction will turn the spotlight onto the creativity of designers from Saudi Arabia. The event will unfold between communication moments about the brands, fashion shows and artistic and musical performances, which will introduce guests and VIPs from the fashion world present in the hall, to the Arab fashion houses. Internationally renowned artists and a series of video installations with a contemporary mood will also be present, to reveal the faces and names of the young Arab fashion designers. Once again White confirms its scouting work in support of new international talents, offering them not only its commercial platform, but the allure of a unique performance in a unique city”.

“We’ve organized another incredible rich programme of events to highlight Saudi brands during Milan fashion week," added Burak Cakmak, ceo of the Saudi Fashion Commission. "This year’s showcase will be much more immersive, allowing the global fashion community to meet, interact and discover the talent coming out of the Kingdom. We look forward to welcoming old and new supporters from around the world do discover what Saudi fashion has to offer.”

Both seasoned and emerging Saudi designers, 85% of which is female, are poised to take the White stage, showcasing an exciting array of couture, ready-to-wear fashion, handbags, jewelry, fragrances, and footwear collections. A semi-annual event taking place during Milan Fashion Week since 2002, White Milano showcases around 1,000 collections and welcomes over 20,000 visitors for each edition. Housed in the Milan’s Tortona Fashion District from 22-25 September 2023, the exhibition will take place across several iconic locations, including Padiglione Visconti (via Tortona 58), Superstudio Più (via Tortona 27), Base Ex Ansaldo (via Tortona 54), and Mudec (via Tortona 56).

Saudi Official Calendar at Milan women's fashion week SS 24:

Pop-up store @ 10 Corso Como – September 19-28
Event @ Palazzo Serbelloni – September 20
Showroom @ Padiglione Visconti – September 22-25