Kimhekim to star at White Milano for 10th anniversary
Seoul-based label Kimhekim will take the guest spot at White Milano this month. White Milano, the Milan trade show where clothing brands take orders from shop buyers rather than selling to the public, stages its next edition on Sept. 24-27 with Kimhekim as guest designer, WWD.
The Milan appearance is act three of a 10th anniversary in three cities. The brand presented its anniversary collection during Paris Fashion Week, the twice-yearly run of runway shows, then took part in Seoul Fashion Week. Milan is next.
Designer Kiminte Kimhekim started the label in 2016. It has run its main Seoul shop, its flagship store, since 2023. Outside South Korea, Japan is its strongest market. Japan buys the most.
The fair itself is expanding its footprint. The coming edition will bring together 450 brands across four venues in the Tortona Fashion District, the former industrial area west of central Milan that now holds showrooms and exhibition spaces.
The listed address is Via Tortona 27-54. Within that footprint the fair sorts labels by product. White On The Beach, for resortwear and beachwear — the between-seasons ranges designed for holidays — sits at T35 in Hotel Nhow. Accessories have their own area, White Nuvola at T54, while urban and streetwear sits alongside accessories in White Box, also at T54. Beauty and lifestyle sits in White More at T31, according to the fair's site, White Show.
Two ideas are new for this edition. The organisers have added "On the Beach" for resortwear and "More" for non-clothing categories such as beauty, lifestyle and design.
Beauty is the wider play. White Milano has signed a long-term partnership with Cosmoprof, the international beauty trade fair, for joint work between fashion and beauty starting in 2027. Kimhekim has separately signed a beauty collaboration with Cosmoprof. BolognaFiere Cosmoprof, the Italian exhibitions group behind Cosmoprof, is also a partner of Milano Beauty Week, the city-wide beauty event set for Sept. 16 to 20, 2026, Cosmoprof. The brand lists its anniversary collection as part of its Paris showing, Kimhekim.
What makes this stand out is the setting. Anniversaries usually live on the runway. For shoppers, this one moves to the order floor, where buyers decide what actually reaches the rails.
