This was one of the most intense and dynamic editions of WHITE.

From September 22 to 25, 2023, in the Lombardy region and the municipality of Milan, with the support of the European Union, WHITE was a great success!

An event that offers the opportunity to keep abreast of the latest trends for the spring-summer 2024 season, and a record-breaking event, as it was the most dynamic fashion week in Milan.


Buyers, journalists and professionals from all over the world were present, with over 360 brands showing their creations, a perfect balance between Italian companies (50%) and foreign companies (50%). WHITE asserts its position as the international platform for women's fashion.

As far as buyers are concerned, the number of French buyers has risen sharply, while the presence of the United States and the Middle East, but above all China, has been noted.

Buyers included: 24s.com (FR), Samaritaine (FR),. Lost&Found (US), Neiman Marcus (US), Holt Renfrew (CANADA), Harvey Nichols Doha (Qatar), Galeries Lafayette Dubai (UAE), Level Shoes (UAE), Chaloub Group (UAE), and from Saudi Arabia Westerly, Rubaiyat, Chapter4 and Pattern.


"We experienced an exceptional fashion week with a host of industry insiders in Milan. This demonstrates the importance of fashion to the city and to the world.

WHITE's numbers make a significant contribution to achieving this result. As was the case in February, there was a marked increase in the number of foreign participants at this year's show. This shows that WHITE's long-standing strategy is bearing fruit", said Massimiliano Bizzi, founder of WHITE.

The success was repeated with the presence of secret rooms, five secret rooms brimming with little wonders from the international talents of the new generation. The exhibition featured a selection of ten Spanish designers who were able to take part thanks to the European Commission.


WHITE aims to break down barriers and foster communication between designers, in order to present their vision of fashion in the best possible way.

EXPO WHITE welcomed the Saudi 100 Brands project, which showcases Saudi fashion designers, who were able to showcase their talents in a fashion show on the evening of September 20. This was followed by a performance by dancers from Milan's Teatro alla Scala.

A group of Armenian brands straight from the first edition of Yerevan Fashion Week, which took place at the beginning of the summer, presented ten designers from South Africa, a way of opening up to new markets.

The Lounge space was dedicated to the collaboration between WHITE and Scale7, the space that supports designers and entrepreneurs founded by the Qatar Development Bank.


It was also the first edition of the WHITE VILLAGE, a large aftershow organized during fashion week. Fashion was interwoven with the city and gastronomy, bringing a warm aspect to the event.

A DJ was on hand in Superstudio's garden, and tastings and aperitifs were organized at the WHITE Bistrot, all in collaboration with Insula Sardinia Quality World, the promotional network of Sardinia's Department of Tourism, Crafts and Trade.

A small place for "The Couture Code" in the MUDEC auditorium, AI is having a big impact in the fashion industry, Albini Group a major Italian textile company as well as Mesmerise a leading company in the artificial intelligence sector also took part in the event.

WHITE clearly convinced many with an incredible event that will continue in February from 22 to 25 2024! See you next year!