Saudi Fashion excites international market during Milan Fashion Week

The engagement was a part of Saudi 100 Brands, an initiative led by the Saudi Fashion Commission to support Saudi fashion brands by accelerating growth and reaching new audiences.

Held at Magna Pars Milano in the Tortona Fashion District from the 22-25 September, designers displayed their pieces in a dedicated showroom completely devoted to Saudi fashion. With over 3,000 buyers in attendance and more than 3,400 total attendees viewing the showroom throughout the week, it was an important opportunity for the designers to network with and gain exposure to international fashion wholesalers to test their collections and designs in a B2B environment.

Brenda Bellei, CEO of WHITE Milano, said:

“At White, we have been the first to believe in Saudi creativity and to bring such an extraordinary project to Milan. We are proud and glad that our vision has been so successful. In dialogue with the Saudi Fashion Commission, we have seized the cultural and business opportunity that characterizes this collaboration.

The Italian Vice Minister of Culture, Ms Lucia Borgonzoni inaugurated the showcase, while international top buyers such as Bergdorf Goodman and Harvey Nichols London expressed their relevant appreciation to the collections and found them to be an innovative contribution to fashion. We are confident that the success of this initiative will be long lasting and create important synergies with the whole international system.”

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

“From jewelry, to ready-to-wear, to bridal, Saudi fashion is unlike anything else. It is extraordinary, unique, opulent and meticulously crafted. It was incredible to see such interest from a b2b international market this week in Milan.

Our participation in WHITE Milano allowed Saudi designers to take their place on the global stage, further enabling the growth of the thriving fashion industry. This aligns with the Fashion Commission’s vision of evolving the Kingdom’s fashion industry while responding to global needs and contributing to the economy.”

The Saudi 100 Brands mentorship program is aimed at designers and brands from the Kingdom who are looking to take their businesses to the next level. With more than 1400 applications, 100 Saudi fashion designers were chosen to participate in a rigorous year-long program led by the most experienced experts in the international fashion industry.

This includes leading fashion houses such as LVMH, Kering, Valentino Groups, Chanel Limited, Calvin Klein, Tom Ford, Bulgari, Camper and Swarovski; as well as educational experience from Central St Martins, Royal College of Art, Bocconi, London School of Economics, Yale and Parsons.

Prior to WHITE MILANO, Saudi 100 Brands participated in an exhibition during New York Fashion Week, the first time Saudi 100 Brands was displayed outside Saudi. The talented designers were tasked with creating a piece that reflects Saudi heritage and culture. The exhibition   was split into eight categories: ready to wear, modest, concept, premiere, demi-couture, bridal, bags, and jewelry.

WHITE MILANO connects companies, buyers and showrooms. It has an international reputation for connecting niche brands, contemporary fashion, and business.