White Milano ended on Sunday 22 September after a turnout of buyers from over 100 countries. Many representatives of the most important Italian boutiques and concept stores, such as Antonia, Sugar, Tiziana Fausti, Dantone, Rinascente, Franz Kraler, Spinnaker, Penelope, Bernardelli, Tessabit, Jazz Band and Antonioli, were present.
In addition, there were numerous international companies, to name but a few: Le Bon Marché, Printemps, Galeries Lafayette and 24s.com (from France), La Bottega (from Belgium), Vakko (from Turkey), The Webster (from the US), Conceptica (from Ukraine and Portugal), Boutique Roma and Antonioli (from Switzerland), Autograph (from the UK), Sheet-1 (from Portugal), Another (from Lebanon) and Aquerreta (from Spain). Buying houses and major buying groups, such as Korea’s Shinsegae and Japan’s Takashimaya, Isetan Mitsukoshi, Itochu Corporation, Marubeni Fashion Link, Sanki Shoji, Baycrew’s Group and Hankyu, also recognized White as a major reference event.
“The return to research is the immediate solution to revive consumption in a global market that sees the massification of trends at all levels. Buyers have generally paid attention to collections with novelty, personality and durability, also in the price range. A very positive feature of this edition was the return of the major Italian retailers, whose windows are a beacon at international level. We have been undergoing a transformation for some time and today we are starting to reap the first concrete fruits of it, which is also clearly visible in the repeated presence of buyers during the days of the event,” stressed Massimiliano Bizzi, founder and creative director of White.
The strength of White, represented by its carefully selected brand mix, piqued the interest of industry insiders, starting with the creativity of the Secret Rooms, which featured the oriental aesthetics of Yangkehan, the genderless fashion of Miaoran, the bold outerwear of Prototype: Am, Tibetan folklore as told through the creations of Yid’Phrogma, and fashion upcycling by Cavia.
The fair took place in the Tortona area for four intense days full of new projects and collaborations, alternating with the preview presentation of the spring/summer 2025 collections of more than 300 brands. The event, which coincided with Milan Fashion Week, was organised with the support of the Ministry of Foreign Affairs and International Cooperation (Maeci), ICE, the agency for the foreign promotion and internationalisation of Italian companies, with the patronage of the Lombardy Region and the Municipality of Milan, and with the partnership of Confartigianato Imprese.
For several seasons now, White’s support for creativity has been accompanied by scouting to stimulate and re-invigorate the market. The aim is to attract the attention of contemporary buyers, who must follow new purchasing logics, by proposing research realities and fresher, more innovative creative codes. The selection is carried out through special activities and trips to different countries around the world and rewards the originality of the collections, the establishment of the identity of individual brands and the improvement of their production process, which now more than ever renounces seriality in favour of craftsmanship. The aim is to present proposals that, despite their high creative value, meet the needs of the end buyer and meet the purchasing power of the target market. White’s mix of brands brings international realities that are not easily available, making the event a unique opportunity to discover new designers.
