White strengthens its presence in Milan’s Tortona Fashion District with a schedule of events, leading the definition of new luxury through the selection of over 300 brands (55% represented by Italian companies and 45% by international ones). M.Seventy launches its new international strategy on the 25th anniversary of its founding, kicking off a series of events in strategic markets to support the business development of its client brands.
White focuses on a meticulous selection of brands alongside an internationalization strategy aimed at reaching new strategic markets. The brands showcased within the event’s spaces represent the core business of stores that understand the importance of offering their customers exclusive products that combine creativity and balanced pricing.
Aware of its role as a game-changer, White addresses the public’s need to outline a new concept of fashion, born from intense research for brands with strong creativity and solid structures that offer the right quality-price ratio. Scheduled from February 27 to March 2 in the Tortona Fashion District, White has always embodied these values, which are now more relevant and essential than ever for business development in today’s landscape.
On the other hand, to meet the growing international demand for contemporary collections aligned with White’s DNA, M.Seventy is boldly opening a new path by organizing exclusive events in strategic markets, starting with the GCC region.
In this new vision of internationalization, White aims to open a gateway beginning with Saudi Arabia, a country experiencing significant economic growth and eager to establish international connections. A series of partnerships between White and prominent local entities will enable partner companies to expand their horizons, strengthening retail distribution in these new markets, which are often inaccessible without an in-depth understanding of the right networks.
To expand into these new territories, White has formed alliances with major distribution groups to create pop-up and flagship stores, enabling direct engagement with the end consumer. The partnership with AlMalki Group, a leader in the Middle Eastern market, with whom an exclusive pop-up will be launched in February 2025. This initiative will run until May inside the renowned Westerly department store in Riyadh (Saudi Arabia). A carefully curated selection of brands, chosen among White's regular exhibitors, will participate in this pilot B2C project, the first in a long series of events with a similar DNA planned for 2025.
«Milan is and remains the diamond tip of our business, a shining light that radiates in many directions, and precisely to emphasize this message, we have chosen a diamond as the symbol of the new White campaign. Our selection of brands has always been defined by creativity, quality, production, and distribution capacity, and today, more than ever, these are the aspects that attract shoppers. Those who love fashion avoid the standardization of large brands and seek exactly what we have always offered at White», explained Brenda Bellei, co-founder and ceo of White.
In addition to opening pop-ups and flagship stores for its regular clients, M.Seventy also has planned other international projects, which will be realized through collaboration agreements with well-established local organizations. Each mini-event will draw its DNA from the flagship event in Milan, which remains the cornerstone of White's universe.
«In the past, I was hesitant about taking White abroad, but I believe that one of the fundamental aspects of an exhibition event like ours lies in its ability to interpret market needs. Since the post-pandemic period, the scenario has changed: local buyers are traveling less due to budget constraints, while the public is increasingly distancing itself “Diamond” is the title of the new campaign by White Milano, which defines the concept of new luxury. Among the novelties, the opening of the first pop-up store in Riyadh, Saudi Arabia from the concept of luxury is considered as something excessively costly and uninspiring. This is the time to help stores redefine new luxury, a concept that has always been clear to us. It’s also the time to give brands the opportunity to connect with buyers where boutiques have space for their products, leveraging synergies with local partners», added Massimiliano Bizzi, president and founder of White.
In addition, a schedule of events related to the world of music aligns with White's philosophy of creating cultural initiatives after exhibition hours. «Today, a single meeting point is no longer enough for those aiming for global commercialization, and we are aware of how costly and challenging it is to achieve this crucial goal," concluded Simona Severini, general manager and partner of White.
White Milano
February 27 - March 02, 2025
Tortona Fashion District
20144 Milano
Photo: Superstudio Secret Room
