The latest edition of White Milano showcases its ambition to grow globally, highlighting new retail spaces in the Middle East and the diverse representation of brands.
White Milano, a prominent platform championing emerging and independent fashion, has unveiled its latest strategic focus: expanding its international footprint. The recent edition of the fashion fair not only showcased a diverse range of brands but also underscored its increasing ambitions beyond Italy’s borders.
The centerpiece of this expansion is the CIRCLE project, a collaborative initiative led by White and Monica Sarti. The project is designed to establish permanent retail spaces and pop-ups in vital markets across the Middle East, with plans to open four locations in Saudi Arabia, two in the United Arab Emirates, and one in Qatar by the end of the year.
At its February event, White Milano presented 300 brands, of which an impressive 45% originated from outside Italy. This statistic reinforces White’s strategy to attract a global audience. Cärol Ott, founder of the Estonian brand CAROLXOTT, expressed enthusiasm about the fair, telling Schön! Magazine, “This experience allowed me to share my stories with Central Europe.” Other designers, such as those from Bombo Studio and Rosamund Muir, also highlighted the networking opportunities provided by the event as a means to expand their market reach.
The fair attracted buyers from various regions, including Japan, China, the USA, and Germany, along with notable figures from the Middle East fashion industry. The Gulf region is gaining recognition for its strong demand for fashion, particularly in the sector designated as “New Luxury.” This trend is supported by partnerships with local entities like the AlMalki Group and Retail Leaders Circle, positioning the fair at the intersection of commerce and cultural exchange.
Among the fair’s distinctive features were the Secret Rooms, which showcased five designers representing countries such as China, Colombia, Estonia, Italy, and Denmark. This initiative introduced a sense of discovery, further enriched by the return of a delegation of Indigenous Canadian designers for a second season, emphasizing White’s dedication to showcasing diverse narratives within the fashion sector.
Sustainability discussions were also a focal point, reflecting the evolving dynamics of the retail landscape and its impact on independent fashion.
As White Milano gears up for its Summer 2025 edition scheduled for June, the evolution of the fair suggests a movement towards a broader platform that transcends geographical boundaries, shifting its identity from a traditional trade show to a hub for business, cultural exchange, and the nurturing of independent fashion entrepreneurial ventures.
Source: Noah Wire Services
