The ready-to-wear and accessory trade show White Milano, which will take place from February 27 to March 2 in the Tortona Fashion District, will open a pop-up store in Riyadh. The initiative is part of a partnership with AlMalki Group, which aims to introduce and grow its client brands in the Middle East market.

The pop-up is placed inside the Westerly department store in Riyadh and remains open until May 31. The space will host a careful selection of brands considering the uniqueness of the collections and their strong stylistic connotation. "The luxury market in Saudi Arabia is changing and is increasingly attentive to products with a strong image, quality, and uniqueness content, which can be found in the brands present at White», commented Christophe Penne, general manager of Lifestyle Division AlMalki. «Following my visit in June 2024 to White Resort, a project that I found perfect to meet the needs of our market, I decided to support White's selection and concretely bring it to the well-known Westerly department store of the AlMalki group".

The selected brands include Faliero Sarti, active in the Italian textile industry for over 70 years and specializing in handmade scarf collections; the classic Spanish espadrilles manufacturer Flabelus; the La Milanesa bag brand created by Cinzia Macchi which combines creativity, solidarity, and eco-sustainability; the ethical fashion of NiLuu, a label that designs creations in vegan silk, 100% sustainable and biodegradable celebrating the aesthetic culture of Türkiye; Pahiesa Formentera with its embroideries and prints, made by hand and inspired to Balearic Islands; and finally the philosophy of "wearable art," by the Armenian designer Naira Khachatryan.

«We are very proud that White's DNA is increasingly appreciated at an international level by groups that are not only retail but also capable of developing the business of companies in forms that can lead to joint venture contracts, licenses, and store openings. Our desire, through all the international projects that we will implement during 2025, is to support our client companies in developing their business, even outside the days of the show", says Brenda Bellei, co-founder and ceo of White.

White Milano
February 27 - March 2, 2025
Tortona Fashion District

White Milano Pop-Up Store Riyadh
Until 31 May, 2025
Westerly
Kingdom Centre, King Fahd Rd, Al Olaya
Riyadh 12214, Saudi Arabia

Photo: La Milanesa. Courtesy of White Milano