White Milano announced the new edition dedicated to contemporary and new luxury fashion for the next winter season. From February 27 to March 02, 2025, under the patronage of the Municipality of Milan, and supported by the Ministry of Foreign Affairs and International Cooperation (Maeci), Ice-Agency for the Promotion and Internationalization of Italian Companies, and the partnership with Confartigianato Imprese, the event will feature approximately 300 brands (55% from Italy and 45% international) in the Tortona fashion district.

“Today we're an established business that has evolved over the years - White had 19 exhibitors at the first edition - has turned into a consolidated reality, an international point of reference for new luxury", said Massimiliano Bizzi, founder of White Milano. "The international results we have achieved, such as the collaboration with AlMalki and RLC-Retail Leaders Circle Global Forum, White has become both a showcase and a business development platform for SMEs." Thanks to the partnership with the prestigious AlMalki Group, the company inaugurated an exclusive pop-up store at the Westerly department store in Riyadh.

Instead, the new agreement signed with RLC aims to drive global growth and expansion for carefully selected White brands beyond Saudi Arabia, reaching neighboring markets and extending to Singapore, Vietnam, and Indonesia. “With this initiative under the Circle project, we aim to select a group of White's SME clients and support them in accessing distribution channels in the Gulf countries, where our newly signed strategic partnership provides a preferential pathway. In particular, Saudi Arabia, within the framework of Vision 2030, is developing infrastructure capable of ensuring double-digit economic growth. Our companies must take action to enter this market, which offers immense opportunities,” commented Brenda Bellei, ceo of White.

Always in a view to support SMEs and their internationalization, White has signed a partnership with Simest for the growth of Italian fashion companies through an exclusive financial incentive. This funding will allow businesses to participate not only in all physical events in 2025 but also in digital events.

Among the novelties of the upcoming edition, is the Secret Rooms, which focuses on five emerging talents and carefully selected, brands that stand out for their boldness and captivating storytelling. They include the Chinese label Yid'Phrogma, with a collection that celebrates Tibetan culture, merging art, folklore, and spirituality into each design; Colombian designer Maz Manuela Alvarez, a slow fashion brand that fuses multiculturalism and contemporaneity, operating with a sustainable mode; the Estonian brand Carolxott designed for adventurous spirits, and born on a tiny island in northern Estonia, home to just 69 people; the Italian label Oh Carla, founded by Carlotta Boldracchi and Claudia Nes promoting a couture and sustainable approach that enables zero-impact production. Renè from Denmark is a brand that challenges conventions, blending oversized proportions and architectural silhouettes, drawing inspiration from both Asian and Scandinavian aesthetics. A new addition in the Basement, a special space dedicated to research collections that seamlessly combine craftsmanship with stylistic innovation, is the brand Daub, a project that blends the refinement of Italian design with the practicality of Japanese construction.

Every selection within the brand mix is carefully considered to align with the Dna of White, while also taking market preferences into account and daring with choices where the creativity and talent of the designers particularly stand out. This approach also considers the preferences of the buyers, who are the primary visitors of the fair. “Just as the relationship between content and container is essential for White, maintaining the right balance between the event’s key protagonists, individual brands and buyers, is equally crucial. For this edition, we have decided to put in place new resources, a group of local ambassadors who have become the voice of White in key markets such as Spain, the Dach region, Scandinavia, Benelux, Japan, Canada, and the Middle East. Acting locally in these markets is essential to strengthen existing relationships and establish new ones with buyers eager to discover new collections and allocate budgets to products that meet the current demand: creativity and quality at the right price” concluded Simona Severini, general manager of White.

White Milano
February 27 - March 02, 2025
Tortona Fashion District
20144 Milano
www.whiteshow.com

Photo: Oh Carla