White Milano Partners with Saudi Arabia to Elevate Riyadh into a Global Fashion and Tourism Hub

Following a highly successful inaugural showroom in Riyadh during the local Fashion Week in October 2025, White Milano, the renowned Milan-based trade show dedicated to cutting-edge fashion, has officially cemented its role as a key international partner for the upcoming Riyadh Fashion Week, scheduled for October 2026. This significant partnership is fortified by the continued support of Saudi Arabia’s Ministry of Culture and, notably, the expanded backing of its Ministry of Tourism.

The strategic involvement of Saudi Arabia’s Ministry of Tourism marks a pivotal step in this collaboration. The Ministry will partner directly with White Milano in Riyadh, dedicating efforts to attract a global contingent of buyers and fashion professionals. This initiative underscores a clear ambition: to establish Riyadh as a burgeoning epicentre of global fashion and simultaneously position it as a premier international tourist destination, integrating fashion and tourism as core pillars of its future growth.

This groundbreaking announcement was made during a high-profile roundtable discussion at Tourise 2025, the Global Tourism Summit held in Riyadh. The session specifically aimed at strengthening bilateral relations between Italy and Saudi Arabia, coinciding with the unveiling of a substantial $113 billion investment plan earmarked for propelling the global tourism ecosystem forward. Brenda Bellei Bizzi, CEO of M.Seventy, represented White Milano at Tourise, an event intrinsically committed to fostering innovative connections and global collaborations across fashion, art, and tourism sectors.

The Italian delegation at Tourise was led by Italy’s Minister of Tourism, Daniela Santanchè, highlighting the strategic importance of the collaboration. She was joined by numerous leading representatives of "Made in Italy" excellence, including prominent brands such as Acque e Terme di Fiuggi, Alpemare, Arsenale, Eurobuilding, Ferrovie dello Stato Italiane, ITA Airways, Mangia’s, MSC Crociere, Nicolaus Group, Sicis, Technogym, Venini, and, of course, White Milano, demonstrating a broad commitment to fostering international ties.

This critical meeting underscored the mutual importance of consolidating collaborations between the institutions, economic entities, and cultural players of both nations. It marked a significant moment of international dialogue and cooperation, specifically aimed at promoting relationships, beauty, culture, and creativity as fundamental engines of sustainable development and instruments for shared economic and cultural growth between Italy and Saudi Arabia.

Looking ahead, Riyadh Fashion Week 2026 is poised to serve as an avant-garde platform where fashion, art, design, and beauty converge within a unified narrative. This integration is expected to generate substantial value for participating brands and for the entirety of Saudi Arabia’s burgeoning creative and tourism ecosystem. Brenda Bellei Bizzi affirmed White Milano's commitment, stating, "White Milano will play a leading role. Riyadh is undergoing a period of major transformation, and our group aims to support this evolution by establishing a permanent, operational local office to drive the business development of our client companies."