White Milano expands the boundaries of fashion
White Milano is redefining the traditional trade show format, transforming Milan’s Tortona district into an open platform for fashion, design and international dialogue
This autumn, Milan’s Via Tortona felt like one vast open-air exhibition, with entire buildings and districts taking the place of traditional stands. Previously aimed primarily at industry professionals, the event opened its doors to the public for the first time in this format, running from September 24 to 27. According to the organisers, the combination of B2B and B2C attracted thousands of visitors to the district — and the approach proved successful.
The scale of the event was reflected in the numbers. The number of participating brands reached 450, up 24% compared with September 2025, while buyers and other industry professionals totalled approximately 9,000. Two new locations expanded the exhibition space: T31 hosted lifestyle, accessories and beauty projects, while T35 was dedicated to resortwear. They were joined by Nuvola, showcasing accessories, and Box, focusing on streetwear, urban style and denim. The number of Italian buyers rose by 10%, while international attendance recorded even stronger growth.
The event’s guest of honour was South Korean label Kimhēkim, known for its experimental approach to tailoring. Elsewhere, attention was drawn to Ibeliv’s raffia bags, Serbian label Batakovic Belgrade, DUHA’s almost sculptural footwear and Donde Esteban’s holiday prints, where Caribbean influences meet the Mediterranean. Woven textiles by Vlisco, the exuberant world of Alessandro Enriquez, and design projects by Les Ottomans, Qeeboo and Poltronova also made a strong impression, while fragrances by Brazilian perfumery house Granado added a sensory dimension to the programme.
Photo: PR White Milano
Photo: PR White Milano
Photo: PR White Milano
The exhibition’s international reach was further strengthened by delegations from Armenia, Brazil, Spain, the Canary Islands, Romania, India and Colombia. White is thus increasingly establishing itself as a bridge between Made in Italy and the creative scenes of other countries.
White founder Massimiliano Bizzi believes that the renewed energy of the younger generation returning to the district confirms that the new format has found its audience. Vice President Monica Sarti likewise highlighted the season’s distinctive momentum and the significant increase in international visitors.
Photo: PR White Milano
The next edition of White will take place from February 25 to 28, 2027.
