As the February 2026 edition of White Milano commences in the Tortona district, the event marks a significant milestone with a 10 per cent Y-o-Y increase in the number of exhibiting brands. This growth reflects a broader industry trend where international designers now comprise 46 per cent of the show's roster. Amid a volatile retail climate, the fair has successfully doubled its international buyer presence, supported by the Italian Trade Agency (ITA). Significant delegations from the United States, China, and the United Arab Emirates are prioritizing the Milanese platform to secure partnerships that balance artisanal Italian heritage with modern supply chain efficiency.
Innovation in performance and technical textiles
A primary driver for the current season is the integration of high-performance materials into contemporary ready-to-wear collections. The ‘Secret Rooms’ initiative has highlighted designers like Susan Fang, whose ‘air-weave’ techniques demonstrate the increasing commercial viability of technical textiles in luxury apparel. Furthermore, the newly launched White Accessories area underscores a shift toward footwear and leather goods that utilize bio-based materials and recycled polymers. Sustainability is no longer a niche requirement but the baseline for entry into the European market, notes Brenda Bellei, CEO, M Seventy-White, during the opening roundtable.
Strengthening Middle Eastern and Asian corridors
White Milano’s parent company, M Seventy is leveraging the show’s momentum to expand into emerging markets, specifically through ‘The Circle’ in Riyadh. This strategic move aims to facilitate a two-way value exchange between European design houses and the growing Middle Eastern luxury consumer base. Simultaneously, collaborations with Chinese brand platforms are evolving from simple manufacturing outputs to co-creative models, reinforcing Milan’s position as the central nervous system of a more interconnected and resilient global textile ecosystem.
M Seventy-White operates as a premier international fashion incubator and trade platform, specializing in contemporary luxury and high-end accessories. Founded in 2002 and based in Milan, the group has launched renowned designers like Uma Wang while maintaining a strong foothold in European and Middle Eastern markets. Currently, M Seventy is executing a global expansion strategy centered on sustainable innovation and technical textile integration to achieve a target valuation of $350 billion for the broader Italian fashion ecosystem by 2031.
