The September 2024 edition of WHITE Milano has just ended. Four intense days, packed with new projects and collaborations, alongside the preview presentation of the Spring/Summer 2025 collections from over 300 brands. The event, held in conjuction with Milan Fashion Week, was supported by the Ministry of Foreign Affairs and International Cooperation (MAECI), ICE – Agency for the Promotion Abroad and the Internationalization of Italian Companies, with the sponsorship of the Lombardy Region and the Municipality of Milan, and with the partnership of Confartigianato Imprese. All these important and long-standing partnerships facilitated the participation of top international buyers and media from major fashion magazines.
“The return to research is the quickest solution to revive consumption in a global market dominated by mass trends at all target levels. Buyers have shown a strong interest in collections offering innovation, personality, and sustainability, even in terms of price range. A positive trend we noticed this season was the return of major Italian retailers, whose showcases are internationally renowned. We began our transformation journey some time ago, and today we are starting to see the first tangible results, reflected in the consistent presence of buyers throughout the event.” said Massimiliano Bizzi, Founder and Creative Director of WHITE.