WHITE, a premium womenswear fashion and lifestyle event, has announced its 2024 program. The schedule includes February, June, and September editions in Milan’s Tortona Fashion District, featuring Superstudio, Base, Padiglione Visconti, and Mudec. Aligning with global fashion weeks, the dates for each edition have been advanced by one day: February‘s edition from Thursday 22 to Sunday 25, September’s from Thursday 19 to Sunday 22, and White Resort’s from Saturday 15 to Monday, June 17. Coinciding with White Milano is women’s Milano Fashion Week scheduled from 20th to 26th of February.
Massimiliano Bizzi, Founder of WHITE Milano, and Simona Severini, General Manager, commented, “Since the very beginning, WHITE has distinguished itself for the distinctive edge of its proposals and the ability to evolve its formats, adhering to the needs of exhibitors and those of the market, while remaining faithful to its multifaceted standards“. They added that the date change aims to better accommodate the needs of buyers and press.
The event’s success in reverting to pre-COVID levels has inspired a continued focus on scouting both national and international talent. This includes shining a light on Italian companies and expanding the ExpoWhite project, which introduces designers, brands, and buyers from various countries, with a particular focus on China and Korea.
Brenda Bellei, CEO of the Show and M.Seventy, expressed satisfaction with the event’s sustained appeal, highlighting the success of their selection strategy in the ever-evolving fashion industry. The Autumn-Winter 2024 campaign will align with the cultural and artistic themes of previous editions.
The June 15-17 WHITE Resort edition will focus on lifestyle, holiday collections, and beachwear, expanding its exhibitor count from 60 to 120. The event is supported by the City of Milan, the Lombardy Region, and the Ministry of Foreign Affairs and International Cooperation (MAECI), in partnership with Confartigianato Imprese, promoting international activities.
Lastly, WHITE VILLAGE, an “after show” experience for February, June, and September 2024, will build on themes from WSM-White Sustainable Milan, focusing on fun and networking.
