WHITE closes the September 2026 edition with growing numbers and an increasingly widespread presence in the Tortona Fashion District of Milan. From September 24th to 27th, the event involved 450 brands, 24% more than the September 2025 edition, also expanding its offer with two new locations. Alongside the historic spaces T27 and T54, T31 made its debut, dedicated to lifestyle, accessories, and beauty, and T35, focused on resortwear. These were joined by the Nuvola area, dedicated to accessories, and Box, featuring a selection of streetwear, urban, and denim.
Italian and international buyers on the rise
The expansion of the offer was accompanied by a greater presence of professional operators. WHITE recorded a growth of 10% in Italian buyers and 15% in international buyers, confirming the event’s ability to attract buyers and retailers from the main global markets. Among the attending brands are names like Le Bon Marché, Printemps, Selfridges, Liberty, Bloomingdale’s, MyTheresa, Hankyu, Takashimaya, and Harvey Nichols, along with department stores, resorts, and hospitality groups from Europe, the United States, the Middle East, and Asia.
WHITE focuses on the new B2B and B2C format
One of the central elements of the edition was the strengthening of the model that combines the B2B dimension with a program open to the public. Events, talks, workshops, podcasts, pop-ups, and networking moments enlivened the Tortona District even beyond the exhibition hours, attracting thousands of visitors. The development path will also continue through the collaboration with BolognaFiere-Cosmoprof, aimed at supporting the internationalization of the event and future B2C projects in the Tortona area. On the business front, WHITE also signed an agreement with SIMEST called “Impact Chains”, designed to support fashion companies in their growth paths on international markets and facilitate access to subsidized finance tools. “The great work done on the brand mix of the event has led to a strong increase in buyers, especially those of international relevance”, commented Massimiliano Bizzi, founder and president of WHITE, also emphasizing the positive response to the new format and the greater openness to the public.
