Brenda Bellei Bizzi: «WHITE must continue to evolve without losing its identity»
Interview with Brenda Bellei Bizzi, CEO of WHITE Milano
Founded in 2002, WHITE Milano has evolved over more than two decades from a professional trade show into an international platform bringing together designers, buyers, distributors and media representatives. Today, the event not only introduces emerging talents and fosters professional dialogue, but also reflects the transformation of the fashion market, where commercial strategy is increasingly intertwined with creative exploration and audience engagement. Exclusively for ELLE Uzbekistan, we asked Brenda Bellei Bizzi, CEO of WHITE Milano, about the evolving format of fashion trade shows, the criteria buyers use when selecting brands and WHITE’s role in the development of the international fashion industry.
How has WHITE’s business model evolved over the past few years?
WHITE has evolved from a traditional B2B trade show into a more dynamic platform combining business, communication and community engagement. Through new locations and selected areas open to consumers, we respond to a market where brands need not only orders but also visibility, international positioning and meaningful connections. Our role is to create the right environment for brands to meet buyers and engage with the wider fashion community.
Trade shows have traditionally been focused primarily on wholesale. How viable is this model today, and how do you see its future?
Wholesale remains fundamental, but the traditional trade show model must evolve. Today, buyers expect more than collections and order-taking: they seek discovery, inspiration and direct relationships. The future lies in combining commercial opportunities with networking, visibility and experiences that digital platforms cannot replicate.
WHITE has always been built around a carefully curated selection of brands. How does the selection process work today?
Curation is one of WHITE’s key strengths. We focus on brands with a distinctive identity, strong product quality, clear positioning and international potential. Size and established reputation are not decisive; creativity, authenticity and the ability to stand out in an increasingly competitive market are what matter most.
Photo: PR WHITE Milano
Beyond direct commercial contacts and orders, what can trade show offer brands today?
WHITE offers brands much more than business opportunities: international visibility, networking, storytelling and access to a qualified fashion community. By bringing together buyers, distributors, media and industry professionals, we create valuable market feedback and help brands strengthen their identity and positioning.
In an era of digital showrooms and B2B platforms, what is the key advantage of attending a physical trade show today?
The key advantage is human connection. Fashion requires more than digital efficiency: it relies on touch, emotion, intuition and direct interaction. A physical trade show allows buyers to experience products firsthand and discover unexpected opportunities. WHITE creates the conditions for meaningful encounters that digital platforms alone cannot offer.
How has the behaviour of professional visitors changed in recent years?
Buyers have become more selective, evaluating not only products and prices but also brand identity, commercial potential, distribution strategy and storytelling. They expect trade shows to combine efficiency with discovery. This makes strong curation essential: the goal is to save buyers time while introducing them to relevant brands.
How does this edition of WHITE differ from previous ones, and what does it reveal about the current state of the fashion market?
Building on the September 2025 edition, WHITE has expanded into two additional locations across the Tortona District, further strengthening its presence. Selected areas are also open to consumers, creating a more accessible and engaging fashion experience. This evolution reflects the need to connect industry professionals and the public within a more dynamic fashion ecosystem.
Photo: PR WHITE Milano
Can WHITE anticipate the direction of the market, or does it increasingly help shape it?
WHITE does both. By bringing together brands, buyers, distributors and media, we identify emerging trends and changing market demands. Through curation and new formats, we also help bring innovative ideas and designers to the forefront. Our ambition is to interpret the market while actively contributing to its evolution.
How do you see its future amid the transformation of the fashion industry and the traditional trade show model?
Our goal is to further expand WHITE across the Tortona District, transforming it into an increasingly interconnected fashion hub. We also aim to develop an international dimension through our collaboration with Cosmoprof and BolognaFiere, creating new events and formats where fashion and beauty converge and generate new business opportunities.
What is the key step WHITE needs to take to remain relevant to a new generation of brands and buyers?
WHITE must continue to evolve without losing its identity. New generations of brands are increasingly international, digitally native and community-driven. We must embrace new business models and creative languages while preserving our core strengths: exceptional curation, high-level networking and meaningful business connections. The future is about creating the right environment for brands and buyers to meet, connect and grow.
