WHITE Milano, the leading womenswear tradeshow and one of the most anticipated events of Milan Fashion Week, will host more than 43 designers from the increasingly popular Saudi 100 Brands program in this year’s edition. 

 

Set in the heart of Milan’s Tortona Fashion district from 22- 25 September, international buyers will scout the exclusive Saudi showcase for the second consecutive year, with the event serving as a unique touchpoint between promising Saudi designers and influential fashion buyers and industry decision-makers. 

The event, born out of a collaboration between WHITE Milano and the Saudi Arabian Fashion Commission, will have a dedicated display area for ready-to-wear and couture fashion as well as jewelry, fragrance, and accessory labels from Saudi’s local talent pipeline. 

 

Much-loved and well-established Saudi brands are taking part in this year’s Saudi 100 Brands showcase: 

• Nouf Alsudairi

• RBA NY

• Mazroud

• Uscita

• Sarah Intabi

• Nh_designer

• Vaya Fashion

• Ashwaq AlMarshad

• Renove fashion by Najlaalmansour

• Agmarat

• AlMaha Designs

• Dananeer

• Dar bella fashion house

• Ivori fashion

• Mona AlShebil

• The Dropped Collection

• The Naqadis

• The untitled project

• Rosa Canina

• Yataghan Jewelry

• Jayla

• Sajas

 

Ashwaq AlMarshad, the first Saudi designer to be exhibited in Harvey Nichols Riyadh’s haute couture department, is setting her sights on making an impact in Milan to further expand the brand’s customer base. 

 

In the accessories category, Saja’s “Al-Seffah” SS24 bag collection captures the tradition of palm leaf weaving, inspired by artisans from Al-Ahsa, one of Saudi’s six UNESCO World Heritage sites and home to the world’s largest palm oasis. 

Meanwhile, Saudi’s first gender-fluid fashion brand, USCITA, is embarking on a journey to the birthplace of its name, which means “exit” in Italian. 

 

They are joined by an exciting lineup of up-and-coming Saudi designers: 

• RMRM

• Rebirth

• MD 29

• La Precieuse 

• SIGN

• Derza

• NAN

• Norms

• Reema Bawardy

• 35 Design

• JF

• Noura Alghilaisi

• Reham Nassier

• Khharaz by Shamma

• Samar Nasraldin

• Ain

• AD by Areej

• Haifa AlHumaid

• Lu Vixen

• RM Jewelry

• Yasmeen Marzouq Jewelry

 

Tala Abu Khaled’s Rebirth is a unisex, ready-to-wear brand with a mission to produce 100% of its garments in Saudi Arabia by 2025. Its Spring/Summer collection will celebrate the versatility, craftsmanship, and creative possibilities of natural fibers.

 

Jewelry brand, RM Jewelry, by Reem AlMashoug will exhibit exquisite pieces crafted from the finest materials, including gold, diamonds, and gemstones, while Saudi luxury sleepwear brand, La Précieuse, has married comfort with style in a collection of playful kimono robes.

 

Burak Cakmak, CEO of Saudi Arabia’s Fashion Commission, said: 

 

“WHITE Milano is one of the most important events on the fashion calendar for emerging brands looking to make it big.

 

“With growing consumer and investor interest in Saudi fashion globally, our designers are excited to connect with buyers to see where the most exciting new opportunities to pursue are.”

 

The long-running biannual WHITE Milano exhibition will span several locations, with the Saudi 100 Brands showcase housed in Padiglione Visconti, a new 1,000 square-metre multi-purpose space, that is part of the Laboratori of renowned Teatro alla Scala.