Following the success of its first showroom, staged in Riyadh during the local Fashion Week in October 2025, the Milan-based trade show for cutting-edge fashion, White Milano, with the support of Saudi Arabia’s Ministry of Culture and now also its Ministry of Tourism, has become an official partner of the forthcoming Riyadh Fashion Week, scheduled for October 2026.

“Saudi Arabia’s Ministry of Tourism will in turn partner with White in Riyadh to support efforts to invite buyers and fashion professionals from around the world, with the goal of making Riyadh the epicentre of fashion and a premier tourist destination,” a statement said.
 
The news was announced during a roundtable dedicated to strengthening relations between Italy and Saudi Arabia, held as part of Tourise 2025, the Global Tourism Summit in Riyadh, at which a $113 billion investment plan was unveiled to drive the future of the global tourism ecosystem. Brenda Bellei Bizzi, CEO of M.Seventy, represented White Milano at Tourise, an event also committed to fostering connections between fashion, art, and tourism through innovative projects and global collaborations.

Leading the Italian delegation was Italy’s Minister of Tourism, Daniela Santanchè, who attended alongside numerous leading names of Made in Italy, including Acque e Terme di Fiuggi, Alpemare, Arsenale, Eurobuilding, Ferrovie dello Stato Italiane, ITA Airways, Mangia’s, MSC Crociere, Nicolaus Group, Sicis, Technogym, Venini and, indeed, White Milano.
 
“The meeting underscored the importance of consolidating collaborations between the institutions and the economic and cultural players of the two countries, marking a significant moment of international dialogue and cooperation aimed at promoting relationships, beauty, culture, and creativity as engines of sustainable development and instruments for shared economic and cultural growth,” the statement continued.
 
Riyadh Fashion Week 2026 therefore aims to present itself as a cutting-edge platform where fashion, art, design, and beauty can come together in a shared narrative, generating value for participating brands and for the country’s entire creative and tourism ecosystem. “White Milano will play a leading role,” said Brenda Bellei Bizzi. “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.”