Italian contemporary fashion fair, White Milano, is gearing up to hold its next edition, from February 27 to March 2 in Tortona Fashion District, Milan This year’s event will showcase over 300 brands, with 55 per cent from Italian companies and 45 per cent from international labels, reflecting its global appeal.
Celebrating its 25th anniversary, M Seventy, the company behind White Milano, is expanding its reach with new initiatives in strategic markets. These include pop-up events and dedicated spaces in flagship stores outside Italy, designed to introduce participating brands to new audiences, strengthen retail distribution, and engage directly with customers.
The first of these international pop-ups will debut in Saudi Arabia in February 2025, in collaboration with the Al Malki Group, a leading player in the Middle Eastern market. The exclusive pop-up will be located in the renowned Westerly department store in Riyadh and will run until May. This pilot project will feature a curated selection of brands, chosen from White Milano’s regular exhibitors, as a B2C-focused effort to bring contemporary Italian and global fashion directly to consumers. It’s the first in a series of similar events planned throughout 2025.
To support foreign buyers from top boutiques and concept stores, White Milano has partnered with key markets, including Germany, Switzerland, Austria, Eastern Europe, Japan, Benelux, Spain, and the Middle East/GCC. These collaborations aim to facilitate the participation of international buyers and broaden the reach of White’s showcased brands.
In addition to the core business events within the stands, White Milano will host entertainment initiatives open to the public. These will include art, fashion, and music events, creating opportunities for both industry insiders and consumers to engage with the fair.
White Milano’s innovative projects, including its international pop-ups, retain the DNA of the Milan event, offering the same high-quality brand selection. These efforts allow participating brands to tell their stories directly to buyers and consumers in targeted regions, reinforcing White Milano’s role as a dynamic platform for contemporary fashion on a global stage.
