White Milano has closed its last edition held from 24 to 27 September characterised by a load of fresh energy various inspiring new brands.
While it confirmed its presence in the Tortona District with two new locations it hosted 450 brands, 24% imore exhibitors than in the previous edition, 14% more international buyers and 10% more Italian buyers, for a total of 9.000 visitors.
The show has occupied the entire Tortona Fashion District and welcomed more visitors that not only include B2B insiders, but also final consumers.
It has hosted two nuove locations–T31, dedicato a lifestyle, accessori e beauty, e T35, con una proposta resortwear, along with the T27 and T54 locations.
The other new areas include Nuvola, dedicated to accessories, and Box, hosting streetwear, urban apparel and denim.
Among the buyers in attendance were David Jones from Australia; Holt Renfrew from Canada; Planhotels Hospitality Group from Switzerland; Aguamanil from Colombia; Strøm from Denmark; SUUS from Spain; Le Bon Marché and Printemps from France; Simple Caracters, Apoella, and Mitsis Resorts from Greece; Le Mill from India; from Japan, Hankyu and Takashimaya; and from the United States, Bloomingdale’s, Sandy Lane, and Eden Rock, to name a few.
Many interesting brands and initiatives caught the buyers’ attention. In addition to Alessandro Enriquez, who presented his colorful and whimsical universe spanning fashion, home goods, and design, many other brands stood out for their distinctive uniqueness.
Hidn-Ander participated with a project that creates a dialogue between product, photography, and culture through the “Clash of Cultures.” By blending different cultures, generations, identities, languages, and archetypes, they interact while maintaining their individuality and giving rise to fresh ideas. According to founder and creative director Alessandro Viganò, different cultures, generations, identities, languages, and archetypes interact while maintaining their individuality, giving rise to contemporary, minimalist, and instantly recognizable products.
The first of these is Starless Rainbow, a sneaker created by Giano, an Italian company specializing in footwear. It is a sneaker in which elements from different types of footwear are incorporated into the same model, and the band surrounding the sole forms a rainbow—a metaphor for diversity that can coexist. This shoe, like the entire project, is intended as a symbol of peace and, more broadly, as a reflection on identity, gender, cultures, and generations.
Craftsmanship and handmade products also played a major role in this edition. The AM Remade brand, part of the Cristiano di Thiene company, is an upcycling project that transforms decommissioned aviation equipment and archival materials into sustainable, contemporary creations with strong aesthetic appeal.
The collection aims to breathe new life into decommissioned flight suits, bomber jackets, and original uniforms. By adding details and panels made from recycled denim, the collection features unique, one-of-a-kind pieces, crafted entirely by hand.
The international dimension of this edition was also particularly significant. Among participating organizations there were some including Armenia, Brazil, Spain, the Canary Islands, Romania, India, and Colombia, through collaborations with fashion weeks, institutions, and agencies focused on internationalization.
Among Indian brands, Veev stands out with its collection of vegetable-tanned, hand-woven leather bags of the highest quality. Characterized by exceptional craftsmanship and quality are Half Full and Esse, brands that use traditional techniques reinvented for modern garments. Half Full, for example, uses particularly sophisticated embroidery techniques. Esse, on the other hand, creates one-of-a-kind pieces by applying the Guta technique, for instance.
Several Brazilian brands also stood out, including, for example, Villa Dharma, which uses natural fibers, organic cotton, linen, and handcrafted techniques, and Maria Genuino, which creates knit and crochet garments using fine yarns such as linen and silk. Among the most original footwear brands are Dotz and Louloux, known for their great creativity and originality. Arrocho’s bags, made of straw, raffia, and natural materials, stand out alongside Carrega’s brightly colored striped canvas bags.
“The significant work done on the show’s brand mix has led to a sharp increase in buyers, particularly those of international standing. White is therefore embarking on a new path, which has already gotten off to the best possible start,” commented Massimiliano Bizzi, founder and president of White.
“At the same time, seeing this new youthful energy enliven the entire Tortona area until late in the evening is a clear sign of how the change in format—with the introduction of B2C areas—has succeeded in engaging a broader audience. White thus reaffirms itself as a project that remains youthful, innovative, and inclusive,” concluded Bizzi.