White Show

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.

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

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

• Fashion trade show
• Contemporary ready-to-wear
• Milan Fashion Week
• Resort and beachwear
• Fashion buyer events

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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).
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers27 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Comune di Milano (Municipality of Milan)flagshipStrategic or Co-development PartnerPublic 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 LombardiaflagshipStrategic or Co-development PartnerRegional 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)flagshipStrategic or Co-development PartnerNational-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)flagshipStrategic or Co-development PartnerNational trade-agency support for WHITE; commonly co-organizes country-focused brand showcases (e.g., the Spanish design showcase with ICEX).
• Confartigianato ImpresecoreStrategic or Co-development PartnerItalian artisans/confederation partnership supporting WHITE as a hub for Made-in-Italy craftsmanship and emerging designers.
• ICEX (Spain Trade and Investment)coreGTM or Marketing PartnerCo-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.
• TrenitaliacoreGTM or Marketing PartnerSpecial 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)coreStrategic or Co-development Partnernhow 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 AgencycoreStrategic or Co-development PartnerShowroom 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 ShowroomminorStrategic or Co-development PartnerSecond-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 CardinaleminorChannel Partner/ Reseller/ DistributorLong 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 RueminorChannel Partner/ Reseller/ DistributorRestaurant 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

Others

• 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

• Facebookfacebook.com/whiteshowofficial
• LinkedInlinkedin.com/company/white-show-milano
• Instagraminstagram.com/whiteshowofficial
• TikToktiktok.com/@whiteshowofficial
• Xx.com/whitemilano

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Show