GROWING GLOBAL PRESENCE: Ready-to-wear and accessories trade show White Milano is ready to start its first edition of 2026, scheduled for Feb. 26 through March 1 at the Tortona fashion district.

In sync with Milan Women’s Fashion Week, the fair will host over 300 brands, a 10 percent increase compared to February 2025. International labels will represent 46 percent of the total.

This year’s event, backed by the Lombardy Region, the Municipality of Milan, and the Ministry of Foreign Affairs and International Cooperation, will highlight the significant role of ICE, the Italian Trade Agency. 

“Over the course of 2026, we will bring 350 buyers to the various editions (three in total, in February, June and September) of White. It’s an important number, especially because we have selected the buyers together with the event organizers,” said Matteo Zoppas, president of ICE. This commitment underscores ICE’s key role in contributing to internationalize Italian brands and companies, boosting their global competitiveness.

“Thanks to the support of ICE, which has clearly understood the dynamics currently at play, White is preparing for a new international development plan, reaffirming its role as a trend forecaster capable of reading the market and anticipating its directions,” stated Massimiliano Bizzi, president and founder of White. 

The featured brands at this edition’s trade show include Susan Fang, an international womenswear brand founded in 2017 by its namesake designer. She showcased her fall 2025 collection during Milan Fashion Week, supported by Dolce & Gabbana. Also featured is Lucille Thievre, a Paris-based brand founded in 2021 by its eponymous designer, known for using only jersey fabrics in her collections. The Parisian chic brand Ines de la Fressange and the luxury outerwear brand Olivia V are also part of the lineup.

Within the new proposals, there’s the brand Fessura, which recently launched the “Road Running” line, which embodies the brand’s philosophy: a balance between technical functionality, material research and style. During White and Milan Fashion Week, the brand will also organize a series of events dedicated to runners, fashion enthusiasts, and members of its community.