STRONGER TOGETHER: White Milano continues to strengthen its presence in Saudi Arabia.
Following the establishment of the first international showroom in the Kingdom during the latest Riyadh Fashion Week, White has now become the official partner for the event, scheduled for October 2026 with the support of the Ministry of Culture and the Ministry of Tourism of Saudi Arabia.
The latter will be a partner of White in Riyadh, ensuring support to invite buyers and fashion operators from around the world, with the goal to make the city a fashion hub and tourist destination.
On Tuesday, Brenda Bellei Bizzi, chief executive officer of Italy’s M.Seventy Srl trade show organization, represented White Milano at the Tourise roundtable, one of the most important events in the Gulf region.
The event aimed to highlight the importance of stronger collaborations between Italy and Saudi Arabia through institutions and economic and cultural operators.
Leading the Italian delegation was Minister of Tourism Daniela Santanchè, who participated alongside several Made in Italy companies, including ITA Airways, TechnoGym, Venini Spa and more.
“It is an honor to have participated in such a significant exchange between Italy and Saudi Arabia,” Bellei Bizzi said. “We shared our experience and vision of fashion as a pillar for the attractiveness of territories, creating value for companies operating there. Riyadh is undergoing a major transformation, and our group’s contribution aims to support this evolution by establishing a permanent and functional presence to develop business for our client companies.”
The latest edition of White, which took place last September in Milan, hosted Saudi Arabia’s first Fashion Commission commercial wholesale event presenting The Saudi 100 Brands Program, 85 percent of which were founded by women.
“White is a great platform for Saudi designers to engage with the international wholesale market. With its focus on introducing new fashion perspectives to international buyers, White is a great partner for the Saudi 100 Brands program,” Saudi Arabia’s Fashion Commission chief executive officer Burak Cakmak told WWD on that occasion.
