White returns in September with a retail summit

While the international fashion system continues to look for new ways to win back lost or bored consumers, White renews its presence (a constant for 25 years) in Milan: the contemporary fashion fair will be held from 25 to 28 September, in conjunction with fashion week, in the Tortona Fashion District. The novelty of this edition - sponsored by the City Council, Ice and in collaboration with Confartigianato Imprese - is a focus on retail, which has always been one of the main themes of the event conceived by Massimiliano Bizzi and Brenda Bellei, president and CEO respectively of M.Seventy: the Milanese fair will be a partner of the RLC Global Forum, an international platform dedicated to retail, and will host its first RLC Fashion Summit on 25 September at Mudec, which will bring together CEOs and leaders of the fashion industry. "The global industry is at a rare turning point and this summit offers a space to address these changes openly, collaboratively and with the urgency they require," said Panos Linardos, President of the RLC Global Forum.

The new edition of White will celebrate the excellence of the new luxury, with an emphasis on more conscious and environmentally friendly choices, with a focus on international brands. The event will host the natural evolution of the ExpoWHITE project, born in 2022 to give visibility, commercial and business support, to emerging market realities: China, India, Brazil, Armenia, Romania, Qatar among others. With the aim of attracting buyers and potential business partners from these countries. "In this phase of profound rethinking, fashion needs to build new connections and alliances outside conventional markets. This is why we are very active in the markets of the Middle East, India and South America with the inclusion of targeted initiatives also in Eastern Europe. Eastern European buyers have a deep passion for fashion and the quality of their stores is recognised globally. These markets are set to shine again in all their grandeur - and we will be at the forefront, ready to seize every opportunity that will arise," said Brenda Bellei, CEO of M.Seventy and White.

Another new feature of this edition is the space dedicated to Resort collections, following the successful experience of White Resort in January and June 2025.