White Milano, the Italian women's fashion fair, closed its last edition held from February 27 to March 2 with a 7% increase in foreign buyers and a 12% decrease in Italian buyers, in line with the general industry results.

The trade show featured a selection of 300 brands that White defines as New Luxury (55% from Italy and 45% from abroad), including brands from emerging markets. Regarding the brands that captured the media’s attention, the highlights were the Secret Rooms protagonists: five international designers, Yid’phrogma (China), Maz Manuela Alvarez (Colombia), Carolxott (Estonia), Oh Carla (Italy), and Renè (Denmark). Thanks to the alliance with Confartigianato, 24 selected artisan-driven companies, all entirely Made in Italy, have participated.

Numerous international designers presented the novelties from their collections, showcasing the creativity of their respective countries; from Spain, thanks to Icex España Exportación e Inversiones, an organization that supports Spanish companies in internationalizing their business. From Armenia, several designers were presented by the Fashion & Garment Chamber of Armenia, with co-financing from the Private Sector Development and TVET South Caucasus Programme, supported by GIZ Armenia on behalf of the German government.

A delegation of Indigenous Canadian designers, promoted by Indigenous Fashion Arts (IFA), returned to White, following their first experience in February 2023, to share their vision, which blends aesthetics and ethics, focusing on the importance of a sustainable future.

The showroom project, developed in collaboration with Istituto Marangoni, generated significant interest. In the dedicated space, the fully digital version of I’M Talent Showroom was presented, a format that will complement the physical showroom introduced in the previous edition.

White's initiatives realized through the Circle project, in partnership with Monica Sarti, were highly valued, a project with a broad-spectrum vision of the future which began with the signing of the MoU with the Retail Leader Circle, a key reference point in the Gulf and Middle East. Thanks to the launch of this project, celebrated on February 27 with a dinner at Portrait in Milan, White will establish a permanent presence in Riyadh with the AlMalki Group for brand selection at Westerly. Additionally, three stores will open at the Yacht Club in Jeddah, two pop-ups with events from October to December at Ether in Abu Dhabi and Wild Fabrik in Dubai, and lastly, a pop-up at 51East in Doha, set to open by the end of 2025.

The next appointment is already set for the Summer 2025 edition, taking place from June 21 to 23, with new challenges and opportunities for the fashion world. Massimiliano Bizzi and Brenda Bellei, president and ceo of the M.Seventy Group, reaffirm their internationalization strategy for White, which had already been initiated and further strengthened before the pandemic in response to the profound changes in the industry: “Our vision of expanding abroad, bringing our companies, our know-how, and our supply chain beyond borders is allowing us to successfully navigate this period of great transformation in the sector. We firmly believe that the New Luxury segment, which we represent, has a significant opportunity for business growth in today’s fashion market. The Circle project is an example of this, just as the fashion and music initiative with Purple. This edition of White confirms that we are on the right path, and with great determination, we will continue moving forward in the coming editions as
part of a long-term development plan.”

White Resort
June 21 - 23, 2025
via Tortona 7 - Superstudio Più - Milano

White Milano
September 25 - 28, 2025
Tortona Fashion District - Milano