Every September, Milan’s Tortona Fashion District transforms into a stage where creativity, commerce, and culture collide. This year, from September 25 to 28, WHITE returns with renewed ambition, offering not only a showcase of fashion but a vision of where the industry is headed. With 364 exhibitors — 22% more than in the previous two editions — the exhibition reaffirms its place as a barometer for what matters in fashion now: sustainability, craftsmanship, and innovation.
“Once again this year, WHITE confirms itself as an extraordinary showcase attracting buyers, exhibitors, and visitors from all over the world,” said Alessia Cappello, Councillor for Economic Development, Fashion and Design. “It renews its offering to anticipate fashion trends and remain a point of reference in the sector in terms of innovation, sustainability, and high quality. Its hub in the heart of Milan’s Fashion District will once again be a crossroads of qualified professionals who are part of a global network.”
This edition marks a new milestone with WHITE’s partnership with the RLC Global Forum, which will host the inaugural RLC Fashion Summit at MUDEC on September 25. The summit aims to look beyond seasonal trends to the deeper structural shifts shaping the global fashion economy. “With the launch of the RLC Fashion Summit in Milan, we are creating an influential platform that goes beyond trends, tackling the structural forces reshaping the fashion economy globally,” said Panos Linardos, President of the RLC Global Forum. “The global industry is at a rare turning point, and this exclusive summit offers a space to address these changes openly, collaboratively, and with the urgency they demand.”
WHITE has always been more than an exhibition; it’s a platform for dialogue between tradition and new markets. This year, the event highlights international buyers from the UAE, Saudi Arabia, the United States, Canada, Belgium, the Netherlands, Japan, Spain, Germany, Austria, Hong Kong, as well as India, Greece, Ireland, Poland, the UK, Portugal, and Switzerland. At the same time, M.Seventy, owner of the WHITE brand, is deepening ties with Saudi Arabia by supporting designer Tala Abukhaled and her label Rebirth. During the third edition of Riyadh Fashion Week (October 16–21, 2025), M.Seventy will help manage the Designer Wholesale Showroom, a business hub promoted by the Saudi Ministry of Culture’s Fashion Commission.
This outward-looking spirit is also behind ExpoWHITE, launched in 2022, which offers visibility and commercial support to emerging brands outside traditional circuits. This season, exhibitors hail from Armenia, Brazil, China (through YIFA), India (with designers selected by the Fashion Design Council of India), Qatar (in collaboration with incubator M7), Romania, Spain (with ICEX support), and South Africa.
“The M.Seventy strategy, launched in the post-pandemic period, is now showing clear and concrete results,” reflected Massimiliano Bizzi, President and Founder of WHITE. “Reading in this press release all the internationalization projects launched, especially in the Gulf countries, fills me with pride and confirms that we are on the right path: opening fashion to an increasingly global dimension. Working closely and creatively with emerging designers from Saudi Arabia, Qatar, and India is an extraordinary stimulus for me, and I am sure that soon we will see them on the most important catwalks.”
WHITE has long been a platform for discovering talent before it hits the mainstream. This edition introduces Secret Rooms, intimate spaces dedicated to rising designers. Featured are Clara Pinto from the UK, Carolxxott from Estonia, Maz Manuela Alvarez from Colombia, Saudi designer Rebirth by Tala Abukhaled, and René from Denmark.
Other corners of the exhibition reinforce WHITE’s curatorial spirit. In the Basement, research collections take center stage with the London-based brand Dreaming Eli. Upstairs in the LOFT spaces, Alexy Agency Showroom presents an international selection, while Giemmebrands Corporate Showroom roots its offerings in Italian style.
The show also celebrates established brands, with Ballantyne joining the “Showroom Connection” initiative. And in true WHITE tradition, a “Secret Project” will be unveiled during the event, featuring a high-profile brand that remains under wraps until opening day.
For the first time, WHITE will introduce WHITE Resort, set up at Daylight inside Superstudio Più, alongside Inside WHITE, an open space at BASE. Meanwhile, the Istituto Marangoni I’M TALENT SHOWROOM returns after successful 2024 and 2025 editions, continuing its mission of supporting the next generation of designers.
Fashion at WHITE extends into cultural spaces across Tortona. At the FlavioLucchiniArt Museum inside Superstudio, visitors can explore Grazie Giorgio – The influence of Giorgio Armani’s fashion in the works of Flavio Lucchini, with more than 650 works spanning sculptures, paintings, graphics, and installations. The Atelier space includes a video by Chinese designer Miaoran, who once debuted at Giorgio Armani’s Teatro. His contribution underscores WHITE’s ethos: bridging tradition with global influences.
Also debuting is Roberto Miglietta: Iron Weaves and Memory at BASE. This exhibition pays tribute to Italian masters like Roberto Capucci, Gianfranco Ferrè, and Gianni Calignano, blending embroidery, iron, olive wood, and marble into miniature architectural works. As daylight fades, WHITE shifts gears into community mode. The WHITE Garden at Via Tortona 27 will come alive with DJ sets, exclusive aperitifs, and a convivial energy designed for connection. Here, buyers, designers, and industry insiders can exchange ideas and shape new visions for fashion’s future.
At its core, WHITE has grown into more than an exhibition. It is a space where cultures meet, where creativity is nurtured, and where fashion’s next chapter is constantly being drafted. As Bizzi puts it: “The growth strategy of M.Seventy, started several years ago, today sees us committed not only with WHITE, but also in supporting the development of fashion in countries with strong growth potential. It is a great source of pride for us, as is the opportunity to bring WHITE brands to these markets that hunger and thirst for fashion.” Milan’s Fashion District is once again set to become a global crossroads for fashion and art to come together.
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