White focuses on new formats and accelerates business support

A series of strategic novelties, including a new format, with a single objective: to help companies navigate a very complex moment. Announcing them is White, a fair dedicated to contemporary fashion that was founded in the early 2000s by Massimiliano Bizzi and Brenda Bellei and that maintains an important role in the Italia and international scenario. "The market is complicated and changing, and we have an obligation to respond to these transformations for the good of the companies," explains Massimiliano Bizzi, president of M.Seventy and founder of White, "which need a rapid response in terms of both fair attendance and economic results.

Hence the action on two fronts: "We have strengthened and expanded the White format in September, with the event to be held from 24 to 27, with two new locations, the Nhow Hotel and the Magna Pars. The first space will host White Resort, a container dedicated to travel fashion and beachwear, while in the second there will be a new area dedicated to lifestyle brands: from design to beauty".

That's not all: still in the Tortona Fashion District, a new format called "On the Beach" will be staged in a few weeks: "Four years ago we decided to create White Resort because we realised the importance for some markets of a certain type of collection that is often sold in luxury resorts. But this time we wanted to go beyond the classic trade fair format and organise an event to explain to companies how to work in this type of channel".

Among the markets that are investing the most in luxury resorts and are most interested in Italian-made brands is Saudi Arabia, a market with which White has established stable relations: "It is often the players who ask us to help them build a portfolio of high-quality, niche brands for the resorts that are being built on the Red Sea. We are alongside the fashion commission of Saudi Arabia, a country where, despite the critical situation in the Gulf, investment has picked up and the market is moving forward fashion is a key asset," says Bizzi. Presence abroad is fundamental for fashion companies grappling with the crisis in traditional markets, and White has progressively taken on an increasingly decisive role in being a bridge between companies and markets. This is also thanks to institutions: 'We are working hard to cultivate markets such as South America and India, where there are retailers with great buying power. With this in mind, we have done a four-handed job with Maeci and Ice and tripled the incoming of foreign buyers. In September there will be 400 of them'.

This is the background to White's partnership with Simest, announced in 2025: "The idea is to offer, through White, financial support provided by Simest to companies that want to internationalise their business," explains Bizzi . He adds: "The financing, which can reach in value terms 25% of the company's average revenues in recent years, is used by companies to participate in the fair and then in a series of trunk shows in the most important markets. We have already presented Simest with a list of 150 companies that we would like to support'. The fair, after all, cannot remain the same: 'Going on by inertia does not work, experimenting is a must'.