WHITE Milano expands the boundaries of fashion
Reimagining the traditional trade show format, WHITE Milano brings together 450 brands and opens up new opportunities for international collaboration
This autumn, Milan’s Via Tortona resembled one vast open-air exhibition, where entire buildings and neighbourhoods took the place of conventional stands. Previously aimed primarily at industry professionals, the event opened its doors to the general public for the first time in this format, running from 24 to 27 September. According to the organisers, the B2B and B2C approach drew thousands of visitors to the district, proving that the concept works.
The scale of the event is reflected in the figures. The number of participating brands reached 450, up 24% compared with September 2025, while buyers and other industry professionals numbered approximately 9,000. Two new venues expanded the exhibition’s footprint: T31 hosted lifestyle, accessories and beauty projects, while T35 was dedicated to resortwear. They were joined by the Nuvola area, 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.
Photo: PR White Milano
This season’s special guest was Korean label KIMHĒKIM, known for its experimental approach to tailoring. Elsewhere, attention turned to Ibeliv’s raffia bags, Serbian label Batakovic Belgrade, DUHA’s almost sculptural footwear and Donde Esteban’s holiday-inspired prints, where Caribbean influences meet Mediterranean sensibilities. Woven textiles by Vlisco, the vibrant world of Alessandro Enriquez, and design-led projects by Les Ottomans, Qeeboo and Poltronova also stood out, while fragrances from Brazilian perfumery house Granado added a distinctive olfactory dimension to the programme.
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 return of youthful energy to the district confirms that the new format has found its audience. Vice-President Monica Sarti likewise highlights the season’s particular momentum and the significant increase in international visitors.
Photo: PR White Milano
The next edition of WHITE will take place from 25 to 28 February 2027.
