New luxury is the central theme of the upcoming WHITE Milano Edition ‘Diamond’. The event in Milan remains the main event of the year, while international events are also planned to strengthen the brand worldwide and further expand its international clientele.
WHITE Milano and the New Luxury concept
A change in attitude towards consumption: this is how insiders define the transitional phase that the fashion world has been going through for some time. Calls for a new vision of luxury are growing louder, and WHITE is responding with an even more curated selection of brands and an internationalisation strategy to reach new markets.
The companies represented at the fair increasingly reflect the focus of retailers looking for exclusive and creative products at a healthy price-performance ratio. With this in mind, WHITE Milano will take place again this year from 27 February to 2 March in the Tortona Fashion District.
Breaking new ground internationally
To mark the 25th anniversary of M.Seventy, WHITE Milano is organising events in strategic markets with a focus on the GCC region. The first stop is Saudi Arabia, where a pop-up store is being created in cooperation with the AlMalki Group in the Westerly department stores’ in Riyadh. The project will run from February to May 2025 and will serve as a pilot for further B2C events.
‘Milan is and remains the centrepiece of our business. Like the tip of a diamond, a radiant light that shines in many directions. That’s why we chose a diamond to symbolise the new WHITE edition. Our curated selection of brands has always been recognised for its creativity, quality and production capacity. Now more than ever, these aspects attract buyers looking for alternatives to mainstream luxury brands,’
Brenda Bellei
The Milan event strengthens its leading role in the new luxury sector, as GCC distributors recognise WHITE as a preferred partner for brand scouting. Brenda Bellei, CEO of WHITE, emphasises the central role of Milan despite the expansion.
WHITE Milano from 27 February to 2 March in the Tortona Fashion District statt