Milan, one of the fashion capitals of the world, bore witness to a fashion extravaganza as Saudi 100 Brands, in partnership with WHITE Milano, returned for its second installment at Milan Fashion Week.

Championed under the visionary stewardship of the Saudi Fashion Commission, the Saudi 100 Brands initiative has emerged as a formidable platform, empowering designers to amplify their creative voices globally. This year’s showcase marked a momentous chapter in their journey.

The fashion affair kicked off with an exclusive gala, where industry insiders and the global community graced the event with their presence. This gala was the prelude to an exhibition that spanned ready-to-wear, accessories, fragrances, and more.

What made this spectacle truly exceptional was the enchanting accompaniment of La Scala Theatre’s world-renowned dancers, adding a layer of artistry to the runway.

At the Padiglione Visconti, nestled in the heart of Milan’s Tortona Fashion District, a showcase of pop-ups and activations unfolded, each dedicated to an emerging Saudi label. This immersive experience served as a testament to the limitless potential of Saudi creatives, captivating Milan’s fashion elite.

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