10 percent brand growth  

At the press conference on February 12 in Milan, White founder and creative director Massimiliano Bizzi used the term "tabula rasa" to describe a programmatic new beginning that deliberately goes beyond classic rebranding rhetoric.  

What is meant is a structural reset: more focus on marketable collections, more precise curation, and an international orientation that operates closer to the realities of retail and distribution. This step is accompanied by a specially developed trailer that visually encapsulates the idea of a new beginning and serves as an emotional anchor for the edition. 

The new direction is also evident in operational terms: over 300 brands (+10%) have been announced, with an international share of around 46%. At the same time, White is intensifying its efforts to reach buyers in key regions such as the USA, Asia, DACH, and the Middle East—supported by institutional partners and global scouting initiatives. Around 130 new labels are expanding the portfolio, including names such as Susan Fang, Lucille Thièvre, and Batakovic Belgrade. Further developed formats such as the curated Secret Rooms and a more prominent accessories section also ensure greater selectivity. 

Maison Gattinoni is adding a special touch: to mark this edition, the house is celebrating its 80th anniversary with a retrospective of iconic archive dresses—including Anita Ekberg's dress from Federico Fellini'sLa Dolce Vita—which once again showcases Fernanda Gattinoni's couture heritage. At the same time, a new prêt-à-porter collection marks the brand's relaunch. 

White Milano is thus repositioning itself in a challenging market environment: more international, more selective in its brand portfolio, and more clearly focused on economic relevance. "Tabula Rasa" functions less as a campaign motif and more as a strategic framework—with the aim of redefining the role of trade fair formats between inspiration, curation, and business utility.