What's Happening?
White Milano, a prominent fashion trade show, is set to open on February 26, 2026, in Milan's Tortona district, featuring over 300 brands. This marks a 10 percent increase from the previous year, showcasing a balanced mix of international and Italian exhibitors. The event, themed 'Tabula Rasa', aims to innovate and redefine the future of fashion trade platforms. Massimiliano Bizzi, President and Founder of White Milano, highlights the introduction of 130 new brands, reflecting a fresh energy in the industry. The show will also feature new concepts like White Accessories, focusing on avant-garde footwear and high-impact designs. Notable brands such as Camper and Sperry will be present, alongside niche brands like Villa Niccolai. The event will also see
the return of the Secret Rooms, offering spaces for contemporary expression.
Why It's Important?
The expansion of White Milano underscores the growing importance of international collaboration in the fashion industry. By increasing its global footprint, the event provides a platform for 'Made in Italy' products to reach strategic markets like the USA, China, and the UAE. This expansion is crucial for designers seeking commercial opportunities in these regions. The show's focus on innovation and new talent aligns with current market demands for fresh and creative fashion solutions. The presence of international buyers, supported by the Italian Trade Agency, highlights the event's role in fostering global trade relationships, which are vital for the industry's growth and sustainability.
What's Next?
As White Milano continues to expand, its parent company, M Seventy, is looking to strengthen its presence in the Gulf region. A memorandum of understanding with the Saudi Fashion Commission has led to the opening of The Circle in Riyadh, a permanent space designed to introduce international brands to the Middle Eastern market. Throughout 2026, M Seventy plans to launch several international initiatives to further expand its clients' commercial reach. This strategic move is expected to enhance the visibility of participating brands and foster new business opportunities in emerging markets.
