It’s time to return to Milan for the upcoming edition of WHITE Milano. What is set to be a vibrant convergence of fashion innovation, sustainability, and international collaboration, WHITE Milano, a cornerstone event during Milan Fashion Week, promises to bring an invigorating mix of new collections and features from September 19 to 22, 2024. Continuing its tradition of setting the stage for the future of women’s prêt-à-porter fashion, this international show for women’s prêt-à-porter fashion will showcase over 300 brands and labels who will display their Spring-Summer 2025 collections across the primary WHITE venues: Superstudio Più and BASE Ex-Ansaldo.
A standout feature of WHITE is the Secret Rooms project, which consistently presents emerging designers through small, personalized showrooms accessed via intimate corridors. This season’s Secret Rooms will feature returning designers YANGKEHAN, MIAORAN, and PROTOTYPE: AM, alongside new talents YID’PHROGMA and CAVIA. These carefully scouted designers offer visitors a unique and immersive experience, showcasing their distinctive creative visions.
WHITE’s acclaim in the fashion segment is largely due to its dedicated scouting efforts. Each season, the sales team curates a contemporary and fresh brand mix, ensuring every brand aligns with WHITE’s values of quality, sustainability, originality, and creativity. This meticulous selection process results in a dynamic blend of emerging fashion talents and well-established brands. And with that emergence brings excitement — and a challenge — to the WHITE team. “The sector is currently facing significant uncertainty, which is evident to all,” remarked Massimiliano Bizzi, Founder and Art Director of WHITE. “Our strategy is to work diligently to bring at WHITE research-driven brands and many novelties that can attract the attention of the most important international buyers. It is precisely in these moments that we can write a new chapter, form new alliances, and, thanks to our vision, create more contemporary projects.”
One of the pivotal elements that have garnered WHITE recognition in the fashion industry is its continuous scouting by the creative sales team, dedicated to presenting a fresh and contemporary brand mix every season. Each brand undergoes meticulous analysis and evaluation to ensure it aligns with WHITE’s values of quality, sustainability, originality, and creativity. This rigorous selection process results in a curated blend of new fashion talents and established, well-recognized brands.
“Recently, major fashion brands have faced stagnation, partly due to numerous changes in creative leadership and shifts in the fashion market,” explains Simona Severini, General Manager of WHITE. Large companies are increasingly cautious, relying more on their archives for new collections. In contrast, the contemporary brands that participate in WHITE, with their more agile structures, are better equipped to adapt to these changes. By avoiding fleeting trends and excessive production, these selected brands can respond to current market conditions without compromising the quality of their production or their creativity.”
What is clear, though, is just how much WHITE Milano aims to make fashion borderless. Labels like the summer-infused Greek brand AERAKI, upcycle fashion brand MINIME PARIS, and leatherwear brand HIDESINS are just a few of the many brands from around the world that will be showcased at WHITE Milano over the four days. “This event has evolved into an international showcase,” says Alessia Cappello, Councilor for Economic Development and Labor Policies for the Municipality of Milan. “[It’s] capable of anticipating trends and selecting high-quality proposals, with a growing focus on sustainability and innovation, which are fundamental values of our manufacturing heritage.”
Learn more at whiteshow.com.
