WHITE Milano upcoming Sept 2026 edition

WHITE Milano upcoming Sept 2026 edition

WHITE enters a new phase of evolution

WHITE is preparing for a new phase of evolution with a significant restyling that will redefine both its spaces and its content, expanding and enriching the exhibition experience through the introduction of new areas and formats designed to showcase participating brands at their best.

New formats take centre stage at T54

T54 will host the new WHITE Nuvola and WHITE Box sections. WHITE Nuvola will be dedicated to the world of accessories, with a focus on contemporary and research-driven collections, while WHITE Box will feature a curated selection of urban, streetwear and denim apparel and accessories brands, reflecting the latest market trends. Exceptionally, this area will also be open to end consumers, who will have the opportunity to purchase the season’s must-have pieces directly from the brands.

WHITE ON THE BEACH brings resortwear to the Milano Hotel

At T35, within the Milano Hotel, WHITE ON THE BEACH will come to life, an exhibition area dedicated to research-driven collections for summer holidays and leisure. Alongside resortwear in all its expressions, the space will also showcase curated beachwear collections.

T27 continues to shape WHITE’s contemporary identity

T27 will once again host the Loft, Basement, WHITE Inside, Lounge and Beauty areas, creating a dynamic and contemporary exhibition journey that fully reflects the ever-evolving identity of the WHITE project.

Immersive spaces reinterpret the Secret Rooms legacy

Two large-scale immersive areas, designed to welcome visitors, will take shape through a refined and carefully developed creative process. Every detail, the result of in-depth research and meticulous design, continues the legacy of the Secret Rooms concept, reinterpreting it through a contemporary lens.

A new dedicated space for debuting brands

For the first time at WHITE, all brands making their debut at the exhibition will be brought together within a dedicated area at T27, enhanced by a bespoke exhibition design created to emphasize each brand’s identity and maximize its visibility.