WHITE Milano, the leading international tradeshow based in Milan, that is rapidly expanding internationally, is ready to make its market debut in the United Arab Emirates with a fashion event that lands in Dubai on the 23rd October to unveil the upcoming contemporary trends. Dubai has been chosen as one of the 4 stages of the roadshow, thanks to its growing position as a strategic hub on the fashion and design industry map.


An exclusive fashion event (BY INVITATION ONLY) organized by ICE – Italian Trade Agency and WHITE – will introduce a careful-lyselected mix of well-established Italian brands and upcoming designers. Every Italian brand will showcase a special iconic outfit for this special occasion to show their style and Italian heritage. The event is conceived as a theme installation with a dedicated visual display and an informal modeling performance to catch the most interesting trends among the outfits of the Italian designers. The brand mix consists of a selection that ranges from apparel to accessories, from clothing lines to bags, jewelry and shoes. The concept is bringing brands that strive for Made in Italy traditions, quality and attention to details, from high-end to easy to buy.

The Guest Speakers profiles and the main topics of the event

The Italian labels, Mario Costantino Triolo with his hand-made couture dresses, and Ultràchic, will present the whole collections at the Dubai event and will be attending the event to talk about their success story at WHITE Milano through a speech delivered by Michela Zio, journalist and fashion consultant The tradeshow is a well-known platform for Italian and international designers and to capture forthcoming trends. That’s why WHITE has developed a trend buyers’ guide, which will be presented during the welcoming address by Giorgia Cantarini, stylist and fashion editor for major publications such as Vogue Italy, D Repubblica, Hunger Magazine and Modern Weekly China.
The project aims to give the idea of the brand mix that buyers and the press can find in Milan at WHITE, which exhibits more than 500 Italian and international contemporary labels. Thanks to this event in Dubai, professionals can discover the reason to come and attend WHITE Milano, the only fair that fully renews itself at each edition, with more than 200 new entries, confirming WHITE’S relentless scouting activity aimed at offering buyers cutting-edge proposals.