The White Milano took place in Zona Tortona from September 25th to 28th and presented the spring/summer collections. The fair ended on Sunday and received great recognition from the buyers: inside. These honored the high level of quality and innovation of the proposals presented. “This edition has confirmed the event as an indispensable date for the fashion world that can connect the tradition and avant -garde. White Milano is not only a stage for established brands, but above all a dynamic and visionary platform. It supports true talent and shows future trends. Bizzi, founder and president of White.
The fair recorded an increase in foreign buyers: seven percent inside. This is an important progress compared to last September, especially from the countries of the Middle East. The M Seventy Group has been working on these markets for a long time, especially on Saudi Arabia. The participation from Spain and Japan was also good and achieved surprising results. Many visitors also came from the German -speaking countries of Germany, Austria and Switzerland: traveled inside.
“The growth of seven percent on the foreign market and the growth in particular from the golf markets prove our long -term strategy. We want to open up new markets for our companies. We will continue to pursue this path and also turn to markets in which demand is still high,” added Massimiliano Bizzi.
The event was funded by the Lombardei and the city of Milan and supported by the Ministry of Foreign Affairs and International Cooperation (MAECI) as well as ICE, the agency for external funding and internationalization of Italian companies. The event took place in the heart of the Tortona Fashion District in partnership with Configartigianato Imprese. It presented a mix of 364 clothing and accessory brands from all over the world, 55 percent from abroad and 45 percent from Italy. The number of exhibitors: inside grew by 22 percent compared to the last two editions.
The first RLC Global Forum
The fair was partner of the RLC Global Forum, a stage for the global fashion strategy with a focus on retail. As part of this, the RLC Fashion Summit, the Museum of Cultures, took place for the first time in Milan. The panel gathered 200 renowned representatives: inside from the areas of fashion, luxury, retail, technology and investment under the topic of ‘Forces of Tomorrow’. The meeting offered the managers an important platform to discuss the profound changes in the industry. This includes new growing markets, technologically related change and the changing expectations of consumers: inside.
The first edition of the Fashion Summit illustrated how networked markets shape the future of global industry. This ranges from established fashion capitals to rapidly growing areas and opens up new development paths.
“The RLC Fashion Summit combines two extraordinary forces: the creativity of the Milan fashion week and the strategic ability to find its way around the current, complex and constantly changing scenario,” said Panos Linardos, chairman of the RLC Global Forum. “By bringing different voices together, we create space for cooperation and innovative thinking that will determine the future of our industry.”
M Seventy supports Saudi designer Tala Abukhaled
M Seventy, the company behind the fair, supported not only the summit, but also the Saudi designer Tala Abukhaled and her Rebirth brand. Massimiliano Bizzi she chose from the aspiring talents of the ‘Saudi 100 Brand’ program. The initiative is funded by the Saudi Fashion Commission and was already presented at the White in September 2022 and September 2023. In June 2025, Rebirth took part in the White Resort and aroused great interest among the most influential buyers: inside the industry. Thanks to this success, the designer was able to get into the new luxury ready-to-wear segment. Your collection was made entirely in Italy, in collaboration with Jato 1991. The company belongs to the Minerva Spa Group and is one of the leading Italian manufacturers of high-quality clothing and accessories.
M Seventy was also selected as a strategic partner for the third edition of the Riyadh Fashion Week, which takes place from October 16 to 21. The company will lead the designer Wholesale Showroom, an initiative of the Fashion Commission of the Saudi Ministry of Culture. The showroom will accommodate around 50 Saudi brands and offer them extensive support in preparing and presenting their collections. The aim is to attract international and local buyers: inside, investor: inside and opinion leaders: to attract inside the industry. The tasks of M Seventy include the coordination of the designers: inside the construction and development of the Wholesale segment, the scouting of buyers: inside as well as the organization of guided tours, B2B meetings and personalized presentations.
The international buyers: inside on the white
The presence of international buyers: inside was strong, including Bongenie (France); Simons (Canada); Harvey Nichols (Qatar); Le Bon Marché (France); Joyce (HK); BayCrew’s (Japan); Elle Shop (Japan); Hankyu (Japan); Isetan (Japan); Harvey Nichols (Kuwait); Vitkac (Poland); Bosco di Ciliegi (Russia); Harvey Nichols (Türkiye) and Stockmann (Russia).
The Italian buyers: inside
Sugar came from Italy; Mantovani Shop; Tessabit; Spinnaker; Penelope; Bernardelli; Franz Krraler; Helmè; Susi Hub; Pozzile; Dantone; La Rinascent; Chapter; Gibot and Gaudenzi to name just a few. Overall, the event on the Italian market, similar to other important industry fairs, recorded a decline of eleven percent.
Great success for the resort area
The resort area was also successful. Among other things, he pulled the buyer: inside like the Eden Rock Resort (St. Barthélemy), Sandy Lane Resort (Barbados), Roccofforte Hotels (Italy), Cheval Blanc (St. Barth) and the Thaiti Boutique (France).
The network of ambassadors played a key role in the international orientation of White: inside, which is active in the most important foreign markets. Thanks to their strategic work and their profound knowledge of the respective regions, White was able to relationship with buyers: inside, retailers: inside, opinion leaders: inside, local stakeholders: Interior and press representative: Integration inside. This contributed significantly to the expansion of the international network of the event. This dynamic and steadily growing network is an essential part of the future development of the project.
The Expowhite project, which was launched in 2022, met with great response. It offers established brands from countries outside the traditional fashion circles, visibility and support. Brands from Armenia, Brazil, Spain and Romania again confirmed their participation in the White. The Spanish participation was supported by ICEX España Exportación e Inversiones. The White sales team also selected nine Indian designers together with the Fashion Design Council of India. Their creativity was praised by international buyers: very praised.
Designs from Qatar also found a springboard to new markets on the platform. This was made possible by working with the fashion and cultural incubator M7.
The designers: inside the Secret Rooms
Five designers: Inside the focus of the Secret Rooms, special areas that led visitors: inside to discover emerging talents. Clara Pinto, from Estonia Carolxott, from Saudi Arabia, came from Great Britain the Rebirth brand, as well as the Renè brand from Denmark. With her Maz Manuela Alvarez brand of the same name, the Colombian designer Manuela Alvarez presented her collection, as well as a capsule collection that was created in collaboration with Adidas Colombia and was first shown outside Colombia. In the area of the designer, White was hosting an Instagram live broadcast, at Tom Vinkevleugel, Senior Director Brand Activation by Adidas Colombia, and Simona Severini, General Manager of White.
The basement area, a special space for research collections, housed the London brand Dreaming ELI. After her show at London Fashion Week, the White brand chose the first point of contact to present its creations of international buyers: inside.
The project ‘i’m Talent Showroom’, which was realized in cooperation with the Istituto Marangoni, also attracted a lot of attention. Former alumni designers are devoted to: Inside with academic and creative training, including Fiallo, Cascinelli, Maison Rags, Lukas Christ and Wonderkid.
The special projects of this edition included Ballantyne as a protagonist of the ‘Showroom Connection’ initiative. This initiative offers selected brands the option of only exhibiting part of your collection at the fair, while the rest is visible directly in your own showroom. In addition, a ‘Secret Project’ revealed an international brand of the highest profile to the experts.
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