The recent White Milano trade show demonstrated a vibrant atmosphere for small and medium-sized fashion enterprises, with increased foreign attendance and a notable focus on expanding into Middle Eastern retail markets as part of its 25th anniversary celebrations.
The recent White Milano trade show, which took place in the Tortona Fashion District in Milan, wrapped up on Sunday, showcasing a vibrant atmosphere focused on small and medium-sized fashion enterprises. The four-day event registered a total of 300 exhibitors, with a notable 45 percent of those coming from international markets. The trade show reported an uptick in foreign attendees, particularly from countries such as Japan, Belgium, the Netherlands, Germany, Switzerland, and Austria, marking a 7 percent increase compared to previous years. However, the event saw a 12 percent drop in Italian visitors, culminating in an overall attendance of 15,602.
As part of its 25th anniversary celebration, White Milano introduced “The Circle,” an innovative initiative aimed at bringing a curated selection of fashion brands into prominent Middle Eastern retail markets. Brenda Bellei, cofounder and CEO of White Milano, emphasized the significance of supporting the fashion industry through innovative retail activities and exclusive events in strategic locations. In collaboration with Monica Sarti, creative director of Faliero Sarti, The Circle was launched with an exclusive dinner held at the Portrait Hotel during Milan Fashion Week.
Further international outreach was facilitated through a partnership with Al Malki Group, a key player in the Middle Eastern fashion sector, and the RLC-Retail Leaders Circle Global Forum, based in New York. The collaboration aims to tap into the rapidly growing Middle Eastern retail market, projected to expand at an annual growth rate of 10.6 percent from 2023 to 2028. According to research from the CRR-Centre for Retail Research, the region’s retail sales are expected to rise from $309.6 billion in 2023 to approximately $486.9 billion by 2028, driven mainly by market activities in the UAE and Saudi Arabia.
As part of this partnership, selected brands will be represented in the Middle East, launching a permanent presence at Westerly, a store in Riyadh managed by Al Malki Group. Additionally, there are plans for three new stores at the Jeddah Yacht Club and the establishment of pop-up shops between October and December across several key locations in the Middle East, including Ether in Abu Dhabi, Wild Fabrik in Dubai, and 51East in Doha. Bellei noted that this synergy is essential for facilitating a two-way exchange between international brands and local designers seeking materials from the supply chain.
Simona Severini, the general manager of White Milano, reflected on the current trends observed during the Milan event. She mentioned that buyers have been increasingly looking for alternative luxury products, which has prompted a curated selection of brands embodying a concept termed “New Luxury.” This concept focuses on high-quality items that are not mass-distributed and are offered at well-calibrated pricing. International buyers from retail giants such as Bloomingdale’s (U.S.), Le Bon Marché (France), Takashimaya (Far East), and Chalhoub Group (UAE) showed noticeable interest in brands like Front Street, inspired by a vintage family archive, and premium denim labels such as Tramarossa, 3×1, and Shaft Jeans. Notable interest was also directed towards Bombo Studio, known for its tailored shirts, along with leather and fur collections by Artico and Olivia V.
Within the show’s research-focused area named Secret Rooms, emerging designer collections were spotlighted, featuring streetwear created with traditional materials from Danish brand Renè, alongside made-to-order pieces from Italian label Oh Carla, which utilizes stock fabrics.
This year’s White Milano trade show showcased not only the resilience of the fashion industry amidst a complex global landscape but also a strategic pivot towards expanding into emerging markets, particularly in the Middle East, which is poised for significant retail growth in the coming years.
Source: Noah Wire Services
