From February 27 to March 2, the Tortona Fashion District will host around 300 brands, emphasizing collaboration and showcasing emerging talent.
From February 27 to March 2, 2024, the Tortona Fashion District in Milan will host WHITE Milano, an international B2B fashion event that focuses on contemporary and new luxury. This upcoming edition of the event is set to feature around 300 brands, with a distribution of 55% Italian and 45% international participants. WHITE Milano aims to serve as a crucial platform for designers, buyers, and industry leaders to showcase the latest trends while fostering essential business connections.
A significant development for WHITE Milano is its newly formed partnership with the Retail Leaders Circle (RLC), led by President Panos Linardos. This collaboration is central to the CIRCLE project, which was conceived by Brenda Bellei and Monica Sarti. The initiative targets small and medium-sized enterprises (SMEs), guiding them in successfully entering the Gulf region’s retail market, especially in light of Saudi Arabia’s Vision 2030, which is facilitating rapid economic transformation. “With the CIRCLE project, we aim to select a group of WHITE’s SME clients and support them in accessing distribution channels in the Gulf countries, where our newly signed strategic partnership provides a preferential pathway,” said Brenda Bellei, CEO of WHITE Milano.
The program’s reach extends beyond Saudi Arabia, encompassing neighboring regions, as well as Southeast Asian countries like Singapore, Vietnam, and Indonesia. This initiative is designed to create a robust global network dedicated to enhancing the fashion industry’s standards and expanding retail distribution opportunities.
In addition to the partnerships, an exclusive pop-up store is scheduled to open at the Westerly department store in Riyadh. This store will feature a curated selection of well-known brands associated with WHITE, including Faliero Sarti and La Milanesa. Collaborating with M7, Qatar’s incubator for fashion and culture, the initiative will provide local designers with training and resources that can help them internationalize their brands. This venture also introduces financial incentives for Italian fashion companies through a partnership with SIMEST, which will assist them in participating in both physical and digital events.
A notable component of this edition is the emphasis on emerging talent within the fashion sector. The digital I’M Talent Showroom, in collaboration with Istituto Marangoni, will highlight the collections from top alumni. Additionally, the “Secret Rooms” will showcase unique creativity and innovative storytelling from various brands, including YID’PHROGMA from China, MAZ MANUELA ALVAREZ from Colombia, CAROLXOTT from Estonia, OH CARLA from Italy, and RENÈ from Denmark. The “Basement” area will focus on research collections that merge craftsmanship with stylistic innovation, featuring an example like DAUB, which combines Italian design with Japanese techniques.
Massimiliano Bizzi, the founder of WHITE Milano, expressed optimism about the group’s trajectory post-pandemic. “We recognized that everything would change, and now, seeing these projects come to life and realizing that we have become not just a showcase but also a business development platform for brands, makes me optimistic about our vision. I am also proud of the growth of both the showcase and the company, which has now multiplied its business activities,” he noted.
This season also highlights a diverse range of designers, including a return of Canadian Indigenous creators whose collections reflect a blend of traditional and contemporary design elements. A collaborative partnership with ICEX España Exportación e Inversiones will facilitate participation from Spanish designers, while a partnership with Confartigianato Moda will showcase exceptional craftsmanship from Italian SMEs.
A familiar favorite at the fair, the Suk section will return, presenting compact collections that captivate attention with unique and signature products. This year’s offerings will include woven bags from ELLI VIVALDI, streetwear by NATAEDEA, and colorful unisex designs from MP8.
Supported by the Municipality of Milan, the Ministry of Foreign Affairs, ICE, and Confartigianato Imprese, WHITE Milano establishes itself as a key venue in the global fashion industry, promising an event filled with creativity, collaboration, and opportunity. The event’s details and further information can be found at whiteshow.com.
Source: Noah Wire Services
