WHITE is preparing for a new evolution, introducing a significant restyling that will redefine both spaces and content. This transformation will expand and enrich the exhibition experience through the development of new areas and formats, designed to best enhance the brands on display.
T54 will host the innovative sections WHITE Nuvola, dedicated to the world of accessories with a focus on the most contemporary and research-driven proposals, and WHITE Box, featuring a curated selection of urban apparel and accessories brands, including streetwear and denim. This section will capture the latest market trends and will be exceptionally open to end consumers, who will have the opportunity to purchase must-have items of the season.
At T35, located within the nhow Hotel, WHITE RESORT will come to life, an event dedicated to research-driven collections for summer holidays and relaxation. In addition to resortwear in all its forms, collections dedicated to the beachwear segment will also be presented.
T27 will confirm the Loft and Basement areas, along with the WHITE Inside spaces, Lounge, and the Beauty area, creating a dynamic, articulated, and contemporary journey that fully reflects the constantly evolving identity of the WHITE project.
Two large immersive areas, designed to welcome and surprise visitors, will take shape through a careful and refined design process. Every detail, the result of in-depth study and high-level research, connects to the concept of the Secret Rooms, reinterpreting their legacy in a contemporary key.
For the first time at WHITE, debuting brands will be gathered at T27 in a dedicated area, enhanced by a bespoke setup designed to highlight their identity and amplify their presence.
This September, WHITE evolves by launching a section entirely dedicated to accessories (shoes, bags, hats, and belts) on the first floor of T54 (BASE | Via Tortona 54). The space will host a curated selection of contemporary and innovative brands, ready to redefine current trends.
The Concept: “NUVOLA” The setup will focus on an ethereal and fluid aesthetic:
Atmosphere:
Light drapes and suspended fabrics will create an enveloping environment where products appear to float.
Experience:
Located at Via Tortona 54, WHITE Box is a new dynamic space dedicated to urban, streetwear, and denim trends. A meeting point where emerging brands and established names come together to interpret the most authentic spirit of contemporary fashion.
Key features:
Stylistic Focus:
Innovative research and cutting-edge aesthetic languages.Beyond the Trade Show:
A space where product, culture, and community intersect to create meaningful connections.Hybrid Format (B2B + B2C):
The real innovation lies in its openness to the end consumer. In addition to buyers and industry professionals, the public will also have access to the area.
In summary
: WHITE Box redefines the traditional trade show, transforming it into a contemporary hub that responds to new market needs by combining business with community engagement.
WHITE Resort is repositioning itself with a strategic choice within the September edition, integrating into an already established context with a consolidated and international audience. This integration enhances visibility and opportunities, strengthening dialogue with buyers and industry professionals at a key moment during Milan Women’s Fashion Week.
The exclusive format, entirely dedicated to high- summer, resort, and beachwear collections, showcases a versatile wardrobe ranging from apparel to accessories, designed to accompany every moment of the day, balancing functionality and stylistic research.
WHITE
is an international reference point for contemporary fashion: a platform that anticipates trends while showcasing creativity, design, and innovation in prêt-à-porter, bringing together leading contemporary brands from around the world. More than an event, it offers an immersive experience where spaces and collections interact in a perfect balance of aesthetics and content. With over 350 brands, 46% from abroad and 54% from Italy, WHITE remains an unmissable appointment, representing the excellence of both Italian and international fashion.