White Show
WHITE Milano (M. Seventy Srl) is a Milan-based international contemporary ready-to-wear trade show, running three annual editions during Milan Fashion Week. It serves 350+ exhibiting brands (Italian and international) and buyers from 100+ countries, anchoring its GTM around curated venues, application-based exhibitor selection, and institutional patronage.
- Company typePrivate
- Founded2002
- HeadquartersMilano, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What White Show does
WHITE Milano, operated by the Italian private limited company M. Seventy Srl, is an international contemporary ready-to-wear trade show (salone) held during Milan Fashion Week since 2002. Each edition hosts more than 350 exhibiting brands (approximately 46% international and 54% Italian) and welcomes professional buyers from over 100 countries, with the buyer mix running roughly 60% Italian and 40% international. The platform operates three annual editions — the main September AW show, a February/March edition, and a June 'On the Beach' resort/hospitality edition — across four venues in Milan's Tortona Fashion District: Superstudio Più (T27), BASE Milano (T54), nhow Hotel (T35) and a supplementary T15 space. Curated themed areas (Loft, Secret Rooms, Basement, INSIDE, Nuvola, Box, Resort) differentiate exhibitor placement rather than using standard booths.
The underlying 'technology' is a hybrid of physical exhibition infrastructure and modest digital tooling: a WordPress/WPML bilingual (IT/EN) website, a buyer portal (whiteshow.info/buyer16), a press portal (whiteshow.info/press16), an application-based exhibitor selection form, and a Trenitalia 'Special Events' booking integration. WHITE has no public API and no native app. Revenue is generated through quote-based exhibitor participation fees across seasonal editions, institutional and trade-agency sponsorships (Comune di Milano, Regione Lombardia, MAECI, ICE Agency, Confartigianato Imprese, ICEX Spain), and co-branded service partnerships with hotels, restaurants and Trenitalia; the September 2026 launch of WHITE Box adds a hybrid B2B + B2C channel. The company is privately held, has no disclosed funding rounds, and operates with a lean 11–50 person team under CEO Brenda Bellei and founder/president Massimiliano Bizzi.
White Show firmographics
Firmographics- Name
- White Show
- Legal name
- M. Seventy Srl
- Website
- https://whiteshow.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WHITE Milano (M. Seventy Srl) is a Milan-based international contemporary ready-to-wear trade show, running three annual editions during Milan Fashion Week. It serves 350+ exhibiting brands (Italian and international) and buyers from 100+ countries, anchoring its GTM around curated venues, application-based exhibitor selection, and institutional patronage.
- Ownership category
- akta.pro rank
White Show industry classification
Industry- Product category
- Fashion Trade Show
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)
- akta.pro secondary industry
- Conference & Convention Center Catering (THAHAKAB)
Keywords
Where White Show is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices5 records
Markets served
White Show business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Exhibitor booth/stand fees: Brands apply to exhibit via the Selection Form ([email protected]) and pay for presence in WHITE's curated venue sections (Loft, Secret Rooms, Basement, Inside, Nuvola, Box, Resort). Revenue is tied to the seasonal trade-show editions (September AW, February/March, plus White on the Beach / WHITE Resort).
- Sponsorship & institutional partnerships: Revenue from institutional supporters and partners including Comune di Milano, Regione Lombardia, MAECI, ICE Agency, Confartigianato Imprese, and ICEX (Spanish design showcase), plus partner visibility packages.
- Partner / supplier sponsorship (hotels, restaurants, transport, services): Co-branded promotional partnerships with hotels (nhow Milano, IH Hotels, Radisson, Magna Pars, Meliá, etc.), Milan restaurants (Al Cortile, Langosteria, Cracco, Armani, etc.), and Trenitalia — typically with booking widgets featured on the accommodation/services pages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Exhibitor participation — quote-based, application via Selection Form |
| Other | — | Buyer and Press access — free, gated by online registration |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
White Show product offering
Product offeringCore offering
WHITE Milano is an international contemporary fashion trade show operating during Milan Fashion Week, hosting more than 350 brands per edition (46% international, 54% Italian) and connecting them with professional buyers from over 100 countries. The platform operates across multiple venues in the Tortona Fashion District (T27 Superstudio Più, T54 BASE Milano, T35 nhow Hotel, T15), organized into themed curatorial areas (Lofts, Secret Rooms, Basement, Inside White, Nuvola, Box, Resort), and runs three annual editions including a dedicated WHITE Resort / ON THE BEACH hospitality format.
Product overview
WHITE Milano (operated by M. Seventy Srl) is a single, unified fashion trade show platform organized around one core biannual event during Milan Fashion Week, supplemented by the dedicated WHITE Resort / ON THE BEACH sub-event for resort and hospitality. The platform is architected as a core event with multiple specialized modules and special areas: the Lofts, Secret Rooms, Basement, and Inside White at the historic T27 (Superstudio Più – Tortona 27); the new WHITE Nuvola accessories section and WHITE Box urban/streetwear/denim hybrid B2B+B2C space at T54 (BASE Milano – Via Tortona 54); and WHITE Resort at T35 (nhow Hotel). The buyer and press programs function as integrated services, with dedicated portals (whiteshow.info/buyer16 and /press16), a global buyer network across 100+ countries, and operational partnerships including the Trenitalia travel offer.
Differentiator
Problem solved
Functional benefit
Brands
- WHITE On the Beach: Resort and hospitality-focused event held at BASE Milano in the Tortona Fashion District, focused on resortwear and luxury hospitality (June edition).
- WHITE Resort
- WHITE Loft
- WHITE Secret Rooms
- WHITE Basement
- INSIDE WHITE
- WHITE Nuvola
- WHITE Box
- WHITE Beauty
- WHITE Lounge
Products and services
- WHITE Milano Trade Show
- WHITE Resort / ON THE BEACH
- WHITE Nuvola
- WHITE Box
- WHITE Buyer Program
- WHITE Press & Media Hub
- WHITE × Trenitalia Special Events Offer
Quantifiable outcome
- Over 350 brands per edition (46% international, 54% Italian)
- +2 more outcomes
Companies that use White Show
Customer profileNamed customers27 records
Segments5 records
Ideal customer profiles5 records
White Show technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
White Show partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- Comune di Milano (Municipality of Milan)flagshipPublic institutional patronage of WHITE Milano as a key event of Milan Fashion Week; logo displayed on the homepage 'WITH THE PATRONAGE OF' section. Reinforces WHITE's status as a benchmark contemporary prêt-à-porter event in Milan.
- Regione LombardiaflagshipRegional institutional patronage supporting WHITE Milano; logo featured on homepage under 'WITH THE PATRONAGE OF'. Co-promotes Lombardy's fashion ecosystem and Milan Fashion Week.
- MAECI (Italian Ministry of Foreign Affairs and International Cooperation)flagshipNational-level institutional support ('WITH THE SUPPORT OF MAECI'); helps position WHITE as a platform for international fashion diplomacy and attracting global buyers.
- ICE Agenzia (Italian Trade Agency)flagshipNational trade-agency support for WHITE; commonly co-organizes country-focused brand showcases (e.g., the Spanish design showcase with ICEX).
- Confartigianato ImpresecoreItalian artisans/confederation partnership supporting WHITE as a hub for Made-in-Italy craftsmanship and emerging designers.
- ICEX (Spain Trade and Investment)coreCo-curated exclusive Spanish-design showcase for the September edition ('Discover the Essence of Spanish Design'), highlighting brands such as MONNUR, The New Society, Luna Llena, Surkana, Sita Nevado, Rouri, Yerse, Cashfana, Pahiesa Formentera. Strengthens WHITE's international country-spotlight programming.
- TrenitaliacoreSpecial Events Offer providing registered WHITE participants up to 75% off base fare on Frecciarossa, Frecciargento and Frecciabianca trains (code WSHOW26, travel Sept 22-29, 2026). Includes QR-code based validation via the WHITE app or exhibitor confirmation email.
- nhow Milano (Hotel)corenhow Milano is both an official accommodation partner for WHITE visitors and the host venue for WHITE Resort at T35 during the September 2026 edition — a dual hospitality and venue alliance.
- Alexys AgencycoreShowroom partner for the WHITE Lofts at T27 during the September edition, presenting an exclusive multi-brand selection including Celia B, Alameda Turquesa, Custommade, ELLIATT, Lena Hoschek, LuisaPositano, Nana Jacqueline, Czarina, LUV AJ and Seashell.
- Summer Games ShowroomminorSecond-time partner within the WHITE Resort Lounge area (June 21-23), presenting urban-luxury contemporary brands including ROUGH., SUMMER GAMES, ALEXANDER HEKKERS and RAER SCENTS.
- IH Hotels Milano Watt 13, Radisson Collection Santa Sofia, Magna Pars, The Square Milano Duomo, Hotel dei Cavalieri Milano Duomo, Rosa Grand, Palazzo Touring Club Milano, Meliá Milano, INNSIDE Milano Torre Galfa, Palazzo Cordusio Gran Meliá, ME Milan Il Duca, Art Hotel Navigli, Des Étrangers, NH Milano CityLife, Savona 18 Suites, Mokinba, Residenza del CardinaleminorLong list of partner hotels offering discounted accommodation to WHITE buyers and exhibitors; managed via [email protected].
- Al Cortile, Penelope a Casa, Langosteria, Crocca Pizzeria, La Tradizionale, El Brellín, Nabucco, Osteria di Brera, Il Solferino, The Dome, Osaka, Veramente, Sogni, Portrait, Armani, Ratanà, Maio, L'Angolo di Casa, IYO Omakase, Cracco, Bistro Aimo & Nadia, Tano Passami l'Olio, Verso Capitaneo, Andrea Aprea, Seta by Antonio Guida, Al Fresco, Altrimenti, Casa Brera, La RueminorRestaurant partnerships providing preferred dining options to WHITE attendees; reservations bookable via dedicated partner pages on whiteshow.com.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
White Show competitors and assessment
Company assessmentOthers
- Camera Nazionale della Moda Italiana (CNMI): Italian National Fashion Chamber and organizer of Milan Fashion Week. Ecosystem enabler rather than direct competitor: CNMI organizes the runway calendar that anchors WHITE's AW and SS editions; institutional stakeholder relationship that is symbiotic to WHITE's positioning during fashion week.
Direct peers
- Liberty Fairs (Informa) / Liberty Fairs New York: US contemporary menswear and womenswear trade show (New York, Las Vegas) with curated brand roster and similar trade show model to WHITE. Direct peer for US-based contemporary brand exhibition and buyer discovery.
- Première Vision: Paris-based global fashion and textile trade show operator running multiple semi-annual editions (PV Paris, PV New York, PV Shenzhen, PV Istanbul) for upstream textile/material sourcing. Direct peer: same seasonal curated trade show model targeting fashion industry buyers and brands, comparable multi-venue curatorial approach, similar institutional backing from French government.
- Milano Unica: Italian textile and accessories trade show held in Milan concurrently with Milan Fashion Week. Direct peer: same Milan Fashion Week timing, same Italian institutional backing (including ITA/ICE Agency), same curated B2B platform model connecting Italian/European textile suppliers with international fashion brand buyers.
- Pitti Immagine (Pitti Uomo / Pitti W): Florence-based operator of the world's leading men's and women's contemporary fashion trade shows (Pitti Uomo, Pitti W, Pitti Bimbo, Pitti Filati) held during fashion weeks. Closest direct peer to WHITE: same curated B2B trade show model, Italian heritage, similar brand-and-buyer matchmaking, comparable sponsorship/partnership structure.
Emerging players
- Copenhagen Fashion Week: Scandinavian fashion week with strong sustainability positioning and curated brand roster (Ganni, Rotate, Saks Potts). Emerging competing fashion week that attracts contemporary brands and buyers who might otherwise anchor at WHITE; represents the new generation of curated fashion-week competitors.
- NuOrder (Lightspeed): B2B wholesale platform for fashion and lifestyle brands, now part of Lightspeed Commerce. Competes for the digital ordering and discovery layer that surrounds physical trade shows; overlapping buyer base with WHITE (Saks Global, Bloomingdale's, Mytheresa) and emerging alternative to physical sourcing.
- JOOR: Leading digital B2B wholesale platform connecting fashion brands with global retailers. Emerging player that addresses the same brand-to-buyer matchmaking function as WHITE but digitally, year-round. Competitive threat and potential complement to trade shows as the digital ordering layer that complements physical discovery at WHITE.
Broad incumbents
- Fédération de la Haute Couture et de la Mode (FHCM / Paris Fashion Week): Governing body of French fashion and organizer of Paris Fashion Week. Adjacent incumbent: organizes the parallel fashion week ecosystem and runway shows in Paris, which competes with Milan Fashion Week for international buyer attention and brand scheduling decisions that affect WHITE's anchor status.
- Informa Markets (Coterie, Magic, PROJECT): Global events group operating major US contemporary fashion trade shows including Coterie (New York), MAGIC (Las Vegas), and PROJECT. Direct competitor for international contemporary ready-to-wear buyers; broader incumbent with much larger scale and diversified event portfolio across multiple verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
White Show social profiles
Digital presenceWhite Show compliance and trust
Trust signalCompliance1 record
White Show financial estimates
Financial estimateRevenue estimate
Valuation estimate
White Show leadership team
Management profileNumber of profiles
Profiles2 records
White Show funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
White Show M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about White Show
What does White Show do?
WHITE Milano is an international contemporary fashion trade show operating during Milan Fashion Week, hosting more than 350 brands per edition (46% international, 54% Italian) and connecting them with professional buyers from over 100 countries. The platform operates across multiple venues in the Tortona Fashion District (T27 Superstudio Più, T54 BASE Milano, T35 nhow Hotel, T15), organized into themed curatorial areas (Lofts, Secret Rooms, Basement, Inside White, Nuvola, Box, Resort), and runs three annual editions including a dedicated WHITE Resort / ON THE BEACH hospitality format.
Is White Show a public or private company?
White Show is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was White Show founded?
White Show was founded in 2002. It employs 11 to 50 people.
Where is White Show based?
White Show is headquartered in Milano, Italy, in the Europe region.
How does White Show make money?
Three revenue lines are on record. Exhibitor booth/stand fees are the primary driver. The others are sponsorship & institutional partnerships and partner / supplier sponsorship (hotels, restaurants, transport, services).
Who are White Show's main competitors?
Camera Nazionale della Moda Italiana (CNMI) is listed as an others. Direct peers are Liberty Fairs (Informa) / Liberty Fairs New York, Première Vision, Milano Unica and Pitti Immagine (Pitti Uomo / Pitti W). Emerging players are Copenhagen Fashion Week, NuOrder (Lightspeed) and JOOR. Broad incumbents are Fédération de la Haute Couture et de la Mode (FHCM / Paris Fashion Week) and Informa Markets (Coterie, Magic, PROJECT).
Does White Show have an API?
No public API is recorded for White Show.
What industry is White Show in?
White Show's product category is Fashion Trade Show. Its primary akta.pro industry code is THAHAAAA, Convention & Exhibition Centers (Public Convention Centers, Civic Centers), with a secondary code of THAHAKAB, Conference & Convention Center Catering. Its SIC code is 7997.