White Show

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With its four editions per year, this Fashion Trade does represent the launching platform for small and medium companies and becomes the reference for a great part of multi-brand around the world. WHITE January and June editions: 250 brands among selected women's pre-collection and menswear. WHITE February and September editions: 500 brands between women's and accessories collections. With more than 20.000 buyers visiting each season from the most famous multi-brand stores around the world, White has become both the platform for niche brands and also the ideal stage for those companies interested in the "easy to buy" segment of Italian and International Fashion who identify in WHITE concept. It's a successful mix of creativity, accessibility and research. With its structures and exhibition areas highlighting the new fashion trends in a mixed range of high impact products, WHITE, each edition, establishes itself at international level -as well as in the Milan metropolitan area - as the hub of ideas and services going beyond seasons and gender. White is a source of ideas, is fashion culture, is a boost to embrace art, design, music and digital communication with its new borders.

16/10/2026

ART OPHERA ✏️ brings a vision to WHITE BOX where creativity meets contemporary design.
The pieces showcase intricate engraved details and organic artwork across rich textures, transforming denim and garments into collectible works of art.

A journey through art, identity, and textile research.

15/10/2026

Redefining the fashion hub.

WHITE extends across th Tortona Fashion District, transforming the street into an all-day international hub for Milan Fashion Week.
Through an innovative model integrating B2B and B2C - packed with talks, podcasts, workshops and events - WHITE goes beyond the trade show format to connect brands, buyers, creatives and the global public.

Full speed ahead. The evolution of the District continues.

14/10/2026

WOW. WHITE ON WEB.

Welcome to WHITE’s new podcast: a cultural observatory created to decode contemporary fashion through the voices of those who shape it every day.

WHITE is no longer just a tradeshow; it is a dynamic hub for connection, dialogue, and new perspectives. We’ve given a voice to the entire ecosystem — brands, buyers, journalists, creators, retailers, and emerging talents — turning fashion’s daily conversations into active listening.

WOW is where you can catch where the energy is moving next: from rising categories and market-ready products to the ideas emerging today before they become tomorrow’s trends. Because fashion doesn’t exist in a vacuum, but maps an interconnected ecosystem of accessories, resortwear, lifestyle, street culture, beauty, and design.

13/10/2026

Burgundy accents.
Charting the mood of our latest edition.

12/10/2026

WHITE Nuvola - The ultimate accessories hub.

In the spotlight: ＢIＢIＡＮＡＨＥＲＮＡＮＤＥＺ, showcased by Makeno Concept Store.

Pure sculptural design.

11/10/2026

WHITE TALKS RECAP.🎙️

Key insights, guided reflections and experts in conversation.

Here are the highlights.

10/10/2026

Wrapped in black. Detailing the latest edition.

09/10/2026

WHITE BOX Vol.1 — A new cultural destination

With the debut edition of WHITE Box, WHITE brought a groundbreaking convergence of streetwear, art and technology to the Tortona Fashion District.
An open and fluid space where buyers, journalists, and fashion enthusiasts explored the future of contemporary fashion firsthand - featuring immersive installations as Flea “LOW” Brown and Gioele Corradengo, visionary brands, and a dynamic schedule of daily workshops and talks organized by WN lab, dedicated to the languages, trends and themes of contemporary new cultures.

WHITE Box has redefined its role as a creative incubator for the industry. And this was just the beginning.

Are you ready for what’s next?

07/10/2026

WHITE MORE - The Evolution of Premium Retail

At the intersection of design, lifestyle, and beauty, WHITE MORE was created to intercept evolving consumer habits and redefine traditional merchandising.
By introducing fresh commercial concepts and new product categories, it offers global buyers a unique opportunity to enrich department store offerings—connecting aesthetic design, sensory beauty, and modern lifestyle into one seamless experience.
WHITE MORE is more than a project: it’s the next destination for future-focused retail.

Special thanks to everyone who made this possible🤍

05/10/2026

WHITE TAKES OVER THE TORTONA DISTRICT.

From September 24 to 27, WHITE transformed the Tortona District into the new epicenter of urban culture and design.
No longer just B2B, but pure energy with widespread access: talks, live podcasts, pop-ups, and evening events that made the district vibrate well past closing hours, breaking down the boundary between business and community.
Our showcase spanned high-end tailoring, design, and lifestyle, featuring KIMHĒKIM as Special Guest alongside a stellar lineup of global and Italian creative talents.
Tortona District is where the future of fashion lives.

THE NUMBERS OF THE EXPLOSION:
• +24% Brand Exhibitors (450 brands)
• 9,000 Visitors
• +15% International Buyers / +10% Italian Buyers
• new hubs unlocked

We are ready for the next chapter of WHITE.

Indirizzo

Via Tortona, 27
Milan
20144

Sito Web

http://www.whiteshow.com/

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