Saudi fashion took center stage in its second year of participation at Milan Fashion Week. In collaboration with White Milano a series of special showcases, showrooms and activations were put into place.
To kick-off the week, the WHITE Milano and Saudi 100 Brands program collaboration presented its exclusive gala event against the mesmerizing backdrop of the historic Palazzo Serbelloni in Milan during Milan Fashion Week.
The highly anticipated event attracted a distinguished lineup of VIPs, fashion industry executives, media, and fashion buyers from across the world.
Led by a new wave of Saudi design talents, each of the collections, ranging from couture, ready-to-wear fashion, handbags, jewelry, fragrances, and footwear, was brought to life by a unique scenography and choreography, featuring dancers from the renowned La Scala Theatre.
At the heart of the fashion extravaganza stood the Saudi 100 Brands program, an initiative championed by the Saudi Fashion Commission. This visionary program empowers fashion designers from the Kingdom to share their work on a global stage, providing them with essential tools and resources to achieve international acclaim.
This year, WHITE Milano and the Saudi Fashion Commission took their collaboration to new heights with the Saudi 100 Brands showcase at the prestigious Padiglione Visconti, nestled in the heart of the Tortona Fashion District in Milan. The 1,000 square-meter space provided a versatile canvas for dedicated pop-ups representing each fashion house.
“After our very first showcase in Milan and positive collaboration with WHITE just one year ago, this year’s participation in Milan Fashion Week was bigger and better than ever, with a full house of fashion executives and buyers from all over the world coming to see for themselves what Saudi fashion has to offer. It’s been incredible to witness the positive reactions from the global fashion community.” Burak Cakmak, CEO Saudi Fashion Commission.
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