White Milano is preparing for the reopening in the trendy Tortona district in Milan and increasingly relies on internationalization. The renowned trade fair, founded by Massimiliano Bizzi, takes place from February 27 to March 2 and extends its reach beyond the classic trade fair dates of the Milan Fashion Week. With new strategic partnerships, participating brands are to be targeted abroad. “Our goal is to make White a dynamic platform that supports fashion companies through innovative retail concepts and exclusive events in aspiring markets,” explains Brenda Belleli, CEO from White.
White opens pop-up store in Riad with the Almalki Group
Specifically, it is the further development of Expowhite – a project that was launched in 2022 to present brands from emerging markets outside the established fashion world in Milan and offer them training. Today the Initiative Brands of White leads to these growth -strong regions. White was selected by the Almalki Group as a symbol for “New Luxury” to open an exclusive pop-up store in the Westerly Department Store in Riad-the capital and largest financial metropolis of Saudi Arabia. The store will be open from February to May and present the collections of some renowned companies at the fair, including Faliero Sarti, La Milanesa, Flabelus, Niluu, Pahiesa Formentera, Naira Khachryan, Bokja and Tanoura. Another milestone in Riad is the signing of a strategic agreement with Panos Linardos, President of the RLC Global Forum. This partnership is intended to promote global growth and expansion of the brands selected by White as part of Brenda Belleli and Monica Sarti, creative director of Faliero Sarti, developed circle project.
White CEO Belleli: ‘With Circle we make brands easier to access sales channels in the Gulf States’
“With the ‘Circle’ project” we want to select a group of small and medium -sized customers: White and support them in the development of sales channels in the Gulf States, where the strategic partnership that has just been signed offers us preferred access. Saudi Arabia in particular builds infrastructures as part of the Vision 2030, which ensure double-digit economic growth, and our companies have to become active to get into this market with its enormous opportunities, ”explained Bellei.
The aim of this cooperation is to create new business opportunities for selected fashion and lifestyle brands and to expand their international sales channels. In addition to Saudi Arabia, adjacent markets such as Singapore, Vietnam and Indonesia are also to be developed to create a global network that promotes the excellence of the industry and strengthens retail sales.
“After the pandemic, our group had a clear vision, aware that everything would change. To see today that the projects were realized and that we have become a development platform for the brands in addition to the presentation, optimistically makes me optimistic about the vision at that time and makes me proud of the growth of the trade fair and the company itself, which today multiplies its business activities Has, ”noted Massimiliano Bizzi.
White Milano from February 27 to March 2
From February 27 to March 2, the fair returns to Milan to the heart of Tortona Fashion District, and will accommodate around 300 brands – 55 percent Italian and 45 percent foreign -. As part of the event, there will also be the ‘Secret Rooms’ with innovative brands, including the Chinese brand Yid’phrogma with a collection that celebrates Tibetan culture and combines art, folklore and spirituality in every design, inspired by the rich symbolism and Aesthetics of their country of origin.
Maz Manuela Alvarez (Colombia), a slow fashion brand that combines multiculturalism and zeitgeist and works according to a sustainable model. Carolxott from Estonia, on the other hand, was created on a tiny island in northern Estonia with only 69 inhabitants: inside. The brand translates the valuable stories of these remote areas into motifs, colors and textures that shape their creations. The Italian label OH Carla focuses on the production of unique items, seasonless and made-to-order, which can always be replicated as a model, but with fabrics that are selected depending on availability. The label, founded by Carlotta Bolddracchi and Claudia Nesi, is fully handmade in the studio in Milan and follows a couture and sustainability approach that enables production with zero environmental pollution. The design of the Danish brand Renè defies conventions and mixes oversize proportions with architectural silhouettes, inspired both by the Asian and Scandinavian aesthetics.
“For this issue, we decided to use new resources, a group of local ambassadors: inside who work for White in attractive markets such as Spain, the Dach region, Scandinavia, Benelux, Japan, Canada and the Middle East. Local action in these markets is crucial to consolidate existing relationships and new ones with buyers: to build inside, discover new collections and provide budget for products that correspond to the current customer: Interior demand: Creativity and quality at the right price, ”said Simona Severini, General Manager of White.