Italian women's fashion fair, White Milano concluded its latest edition, held from February 27 to March 2, 2025, with notable shifts in buyer demographics. While Italian buyer attendance at the event decreased by 12 per cent, aligning with industry trends, international buyers increased by 7 per cent, signaling a growing global interest in the fair.

This edition marked the launch of the MoU project in collaboration with the Retail Leader Circle with an aim to expand White Milano's presence in the Gulf and Middle East. This initiative will establish a permanent brand selection presence in Riyadh with the AlMalki group at Westerly, open three shops at the Yacht Club in Jeddah, launch pop-up shops with events in Abu Dhabi and Dubai, and open a pop-up shop at 51East in Doha by 2025-end.

The fair showcased 300 brands in the ‘New Luxury,’ segment with 55 per cent from Italy and 45 per cent from international markets, including emerging regions. This diverse representation highlighted the fair's increasing global reach and creative offerings.

White Milano attracted numerous international retailers, including prominent names from Egypt, Japan, China, the US, and the UAE. Featuring five international designers—Yid'Phrogma, Maz Manuela Alvarez, Carolxott, Oh Carla, and René, the The ‘Secret Rooms,’ were particularly well-received.

Massimiliano Bizzi and Brenda Bellei, President and CEO, MSeventy Group, emphasized the success of their strategy to expand internationally, citing the ‘Circle project’ and the upcoming ‘Purple project’ as examples. They expressed confidence in the growth potential of the ‘New Luxury’ segment and affirmed their commitment to pursuing similar international projects in future editions.