The September 2024 edition of White Milano closed its doors after four intense days, packed with new projects and collaborations, alongside the preview presentation of the Spring Summer 2025 collections from over 300 brands. The event, held in conjunction with Milan Fashion Week, was supported by the Ministry of Foreign Affairs and International Cooperation (MAECI), ICE-Agency for the Promotion Abroad and the Internationalization of Italian Companies, with the sponsorship of the Lombardy Region and the Municipality of Milan, and with the partnership of Confartigianato Imprese.

White's commitment to support creativity has been maintained for several seasons through a carefully curated scouting program designed to stimulate the market and encourage boldness in buying strategies. The aim is to engage today’s buyers, who are following new purchasing trends, by offering fresh, research-driven brands with innovative creative codes. This selection process, built through dedicated activities and trips to various countries worldwide, emphasizes originality, recognizing the unique identity of each brand and highlighting their production processes, which now more than ever are moving away from mass production to embrace craftsmanship and uniqueness. The goal is to present collections that not only have a high creative value, but also meet the needs of the customer, aligning with the purchasing power of the target audience. White's carefully curated brand mix brings together hard-to-find international labels, making the event a unique opportunity to discover new designers.

In this moment of uncertainty and adjustment in the fashion industry, White has reacted by proposing a solution that fits perfectly with the needs and new standards of the market. The market, in turn, responded enthusiastically, with buyers from over 100 countries attending the event. Many representatives from major Italian boutiques and concept stores were present, such as Antonia, Sugar, Tiziana Fausti, Dantone, Rinascente, Franz Kraler, Spinnaker, Penelope, Bernardelli, Tessabit, Jazz Band, and Antonioli. Major international names include Le Bon Marché, Printemps, Galeries Lafayette, and 24s.com (France), La Bottega (Belgium), Vakko (Turkey), The Webster (USA), Conceptica (Ukraine and Portugal), Boutique Roma and Antonioli (Switzerland), Autograph (UK), Sheet-1 (Portugal), Another (Lebanon), and Aquerreta (Spain).

White has also been recognized as a key reference event by buying offices and large purchasing groups such as Korea’s Shinsegae and Japan’s Takashimaya, Isetan Mitsukoshi, Itochu Corporation, Marubeni Fashion Link, Sanki Shoji, Baycrew's Group, and Hankyu.

"The return to research is the quickest solution to revive consumption in a global market dominated by mass trends at all target levels," said Massimiliano Bizzi, founder and creative director of White. "Buyers have shown a strong interest in collections offering innovation, personality, and sustainability, even in terms of price range. A positive trend we noticed this season was the return of major Italian retailers, whose showcases are internationally renowned. We began our transformation journey some time ago, and today we are starting to see the first tangible results, reflected in the consistent presence of buyers throughout the event."

White's strength, reflected in the carefully selected brand mix, has captured the attention of industry professionals. Starting with the creativity of the Secret Rooms, which hosted the Eastern aesthetics of Yangkehan, the genderless fashion of Miaoran, the bold outerwear of Prototype: Am, the Tibetan folklore told through the creations of Yid'phrogma, and the upcycling fashion of Cavia.

A major new feature of White September 2024 was the debut of the first edition of I'm Talent Showroom, a collaboration with the Istituto Marangoni, created to support the entrepreneurial journey of five Alumni from the renowned international fashion school. The designers featured were Unhidden, Sandra Mansour, Pronounce, Marco Vinci, and Ascend Beyond.

White also welcomed the talented winning brands of the Latin American Fashion Awards, founded by Constanza Etro and Silvia Argüello. Coming directly from South America were the brands Verdi (Colombia), Desserto (Chile), Daniela Villegas (Mexico), Luar (Dominican Republic), and Karoline Vitto (Brazil).

Next Edition
White Milano
February 27 - March 02, 2024
Tortona Fashion District
20144 Milano
www.whiteshow.com