White Milano is back this September and promises to be larger than ever before. The new edition of the international content show dedicated to women’s prêt-à-porter fashion will be held from September 19 to 22, 2024, during Milan Fashion Week. Over 300 companies will display their Spring-Summer 2025 collections at Superstudio Più (via Tortona 27) and Base Ex-Ansaldo (via Tortona 54).

The sponsorship by the Municipality of Milan is renewed for this edition, with the support of the Ministry of Foreign Affairs and International Cooperation (Maeci), Ice-Agency for the Promotion Abroad and Internationalization of Italian Companies, and the partnership of Confartigianato Imprese.

One of the elements that has earned White recognition in the segment is its ongoing scouting conducted by the sales team which, season after season, strives to present a fresh and contemporary brand mix. Each brand is carefully analyzed and evaluated to ensure it reflects White's values: quality, sustainability, originality and creativity. As a result, the brand mix takes shape, bringing together new fashion talents with established and recognized brands.

“The sector is currently facing significant uncertainty, which is evident to all. Our strategy is to work diligently to bring at White research-driven brands and many novelties that can attract the attention of the most important international buyers," said Massimiliano Bizzi, founder and art director of White. "It is precisely in these moments that we can write a new chapter, form new alliances, and, thanks to our vision, create more contemporary projects. We are actively working on this and will soon have exciting news to share."

“Recently, major fashion brands have been experiencing a standstill. This is partly due to numerous changes in creative leadership and partly because of the shifts occurring in the fashion market. Large companies tend to rely more on their archives, creating new collections with greater caution. On the other hand, contemporary brands that attend White, thanks to their more agile structure, are better able to adapt to these changes. The selected brands, by distancing themselves from fleeting trends and excessive production, are able to adapt to current market conditions without sacrificing the quality of their production or diminishing their creativity,” added Simona Severini, general manager of White.

White's main highlight is the Secret Rooms project, which continues to present emerging talents in today’s fashion scene at each edition. These hidden rooms serve as small, personalized showrooms accessed by walking through corridors, where visitors are immersed in the unique creativity of each selected designer, chosen through meticulous scouting. Confirming their presence in Secret Rooms this season to ensure continuity in their stylistic vision are Yangkehan, Miaoran, and Prototype: Am, with new additions including Yid’phrogma and Cavia.

One of the most significant new features of White September 2024 is the debut collaboration with Istituto Marangoni for the first edition of the “I’m Talent Showroom.” This initiative aims to provide concrete commercial support to the most talented creatives from Istituto Marangoni who have embarked on an entrepreneurial journey, offering them the chance to seize new opportunities through the visibility provided by the international showcase of White Milano. The showroom will feature collections from five alumni, three established and two emerging, offering them the opportunity to connect with top buyers in the industry and forge new relationships. Participants in the first edition include: Unhidden (by designer Victoria Jenkins), Sandra Mansour, Pronounce (co-founded by Jun Zhou), Marco Vinci, and Ascend Beyond (by Emanuele Abbondanza).

White continues its efforts to promote a borderless fashion geography, a mission that began in the previous seasons. For this edition, the participating countries will include Spain, Armenia, South Africa, South Korea, Brazil, and Latin America, featuring the Latin American Fashion Awards.

“White's platform has become over the years an international reference point also for the supply chain we represent, both upstream and downstream; the designers and international Governments that approach White see in us the ability to develop their business, through the support in fabric research, production, and the creation of distribution and positioning routes tailored to their heritage, stylistic expression and cultural features,” commented Brenda Bellei, ceo of M.Seventy, the company that organizes White.

The white village project is also growing. For the September 2024 edition, White will host the event organized by Deloitte, the 9th edition of the Global Fashion & Luxury Private Equity Survey, which will feature both companies and Private Equity funds.

White Milano
September 19 - 22, 2024
Tortona Fashion District
via Tortona 27-54-58
20144 Milano
www.whiteshow.com

Photo: Prototype: Am