The September 2025 edition of White Milano, dedicated to Spring/Summer collections, closed with strong appreciation from buyers, confirming its status as an unmissable appointment for the fashion world, combining tradition and avant-garde.

The event showcased a mix of 364 clothing and accessories brands from around the world, with 55% international and 45% Italian. Exhibitors grew by 22% compared to the previous two editions. A crucial role in White's international expansion has been played by its ambassador network, active across key foreign markets. Thanks to their strategic work and deep local knowledge, White has strengthened ties with buyers, retailers, opinion leaders, stakeholders, and press representatives, expanding its international network. This dynamic and constantly growing network represents a core asset for the project’s future development. Overall, foreign buyers grew by +7%, with notable increases from the Middle East, particularly Saudi Arabia, where M Seventy has long been active. There was also strong attendance from Spain, Japan (at very high levels), and German-speaking countries (Germany, Austria, Switzerland). By contrast, the Italian market saw a decline of –11%.

“The 7% growth in international markets, particularly from the Gulf region, is proof of the strategy and work we have been pursuing for some time: opening new markets for our companies. We will continue on this path, exploring regions where demand remains strong,” said Massimiliano Bizzi, founder and president of White.

White partnered with the RLC Global Forum, a platform for global fashion strategy with a focus on retail. Hosted for the first time in Milan at the Mudec, Museum of Cultures, the RLC Fashion Summit brought together 200 leading figures from fashion, luxury, retail, technology, and investment under the theme “Forces of Tomorrow”. The Summit offered leaders a platform to tackle the major shifts redefining the industry: from emerging growth markets to technology-driven transformation and the evolution of consumer expectations.

Among M Seventy’s missions, the company that owns and organizes White, alongside supporting the Summit, is backing Saudi designer Tala Abukhaled with her brand Rebirth, selected by Massimiliano Bizzi among the talents of the Saudi 100 Brands program, promoted by the Saudi Fashion Commission.

The ExpoWhite project, launched in 2022 to provide visibility and support to established brands from countries outside traditional circuits, was highly appreciated. Once again, brands from Armenia, Brazil, Spain, supported by Icex España Exportación e Inversiones, and Romania confirmed their participation at White. Proposals from Qatar, developed in collaboration with the fashion and culture incubator M7, found in White’s platform a launchpad to enter new markets.

Five designers were featured in the Secret Rooms, special areas dedicated to discovering emerging talent: Clara Pinto (UK), Carolxott (Estonia), Rebirth (Saudi Arabia), Renè (Denmark), and from Colombia, Maz Manuela Alvarez. The Basement area, a special space dedicated to research collections, hosted the London-based brand Dreaming Eli.

Also noteworthy was the collaboration with Istituto Marangoni: the I’M Talent Showroom, dedicated to Ex-Alumni designers trained both academically and creatively, featuring talents such as Fiallo, Cascinelli, Maison Rags, Lukas Christ, and Wonderkid.

Special projects of this edition included Ballantyne as part of the “Showroom Connection” initiative, which allows selected brands to showcase part of their collection at the exhibition venue while the rest is available directly in their showroom.


Next Editions
White Milano
February 26 - March 1, 2026
June 20 - 22, 2026
September 24 - 27, 2026
Tortona Fashion District
20144 Milano