NEWSLETTER | 16TH SEPTEMBER
September 19 to 28 – Pop up store 10 Corso Como
September 20 – Fashion show & Gala cocktail Palazzo Serbelloni
September 22 to 25 – Saudi100Brands showroom Visconti Pavilion
Following last year’s success, WHITE Milano and the Saudi 100 Brands program are preparing to kick off Milan Fashion Week dedicated to the SS24 collections.
From September 19th to September 28th, thirteen brands will be featured in an exclusive pop-up event at 10 Corso Como, the historic Milanese concept store and symbol of international creativity. On Tuesday, September 19th, starting at 6:00 PM, there will be a presentation cocktail with the opportunity to view and purchase the creations.
Some of the iconic Saudi designers have drawn inspiration from Arab fashion and its rich history of elegance and style. They have created collections where culture, art, and tradition merge the past and present in an extraordinary expression of style.Furthermore, you will also find perfumes, oils, and skincare products with fragrances and essences typical of the Middle Eastern world.
An exclusive event dedicated to Saudi Arabian designers will take place on the evening of September 20th at the historic Palazzo Serbelloni location.
Blending dance, culture, and fashion, the gala evening will showcase the collections in a unique fashion show featuring an original creative direction and choreography. This will be possible thanks to the participation of talented dancers from the Teatro alla Scala di Milano.
This year, to elevate the level of collaboration, the Saudi showcase will continue with a dedicated corners setup inside the Visconti Pavilion, a 1,000 square meter space located in the heart of the Tortona Fashion District. The diverse group of creatives, of which 85% are women, is ready to take the stage at WHITE, offering a wide range of fashion items that span from evening wear to prêt-à-porter, bags, jewelry, perfumes, and footwear.
