The September 2023 edition of WHITE Show has just come to an end. It was a busy edition, with plenty of novelties and important collaborations for WHITE, which continues to support fashion talents and offer new designers a significant support to launch their new collections on the international market. This September was the second year of the collaboration between WHITE and Saudi 100 Brands. A renewal in grand style that brought a selection of Saudi brands inside the show (in the Padiglione Visconti area), in a pop up at 10 Corso Como and that was also manifested through a real fashion show.



From 19 to 28 September, a selected group of brands were the protagonists of an exclusive pop-up at Milan’s historic concept store, 10 Corso Como. On Tuesday 19, the presentation cocktail was held with the possibility of viewing and buying the creations in preview. The selection proposed featured a mix in which culture, art and tradition were united and re-proposed in a contemporary key. In addition, it was possible to test skincare products and perfumes typical of the Middle East.



On the evening of 20 September, top fashion insiders and the international press met at Palazzo Serbelloni to attend a fashion show on the Milan Fashion Week calendar. A selection of fashion brands (from couture to streetwear and more traditional clothing from the Saudi region) paraded down the catwalk with dancing interludes performed by dancers from La Scala Theatre in Milan. Video installations throughout the evening presented the designer selection of accessories, shoes and jewelry.



From 22 to 25 September, the selected collections were the highlights of the showroom space set up in the Padiglione Visconti, one of the locations in the Tortona Fashion District of over 1000sqm involved in the show. There, numerous buyers and press officers met the designers, viewed the collections and made new contacts, reinforcing the purpose WHITE and Saudi 100 Brands had in mind: to make Saudi fashion known internationally and launch it in new markets.


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