• Ambassador for Italian Design in SL and WHITE Milano CEO Brenda Bellei’s advice to emerging designers 

Fashion and Italy go hand in hand and Colombo experienced that first hand recently, when, on the invitation of the Italian Embassy, the Ambassador for Italian Design in Sri Lanka for ‘Italian Design Day 2025’, WHITE Milano Chief Executive Officer (CEO) Brenda Bellei was in Sri Lanka. Collaborating with the Colombo Fashion Week (CFW) 2025, she brought WHITE, which is a premier fashion trade show at Milan Fashion Week, renowned for championing emerging designers and sustainable fashion, onto the Sri Lankan catwalk. Bellei has made WHITE a key platform for innovation and contemporary women’s wear. She also brought Italian designer Cettina Bucca’s collection to be showcased at the CFW 2025. 

Bellei was featured on ‘Kaleidoscope’ to get her thoughts on the future of fashion and on the potential for Italy and Sri Lanka to collaborate.

Following are excerpts from the interview:  

Sustainability is a growing focus in the fashion industry. How does WHITE Milano support and promote sustainable fashion?

WHITE Milano, since its beginning 25 years ago, was built as a showcase in a 100% sustainable way. We removed all plastic 25 years ago, so we are really devoted to the concept of sustainability as a lifestyle, because it is so important today. 

Now, everyone talks about sustainability, but, from the beginning, we selected brands aligned with this concept in terms of collection and curation. We decided not to have a separate pavilion for sustainability but to build an entire platform – a whole showcase – devoted to sustainability in terms of the setup and brand selection.

How has the role of trade shows like WHITE Milano evolved in this digital age? How do you see them adapting in the future?

During Covid, we had to adapt our format to digital. We launched many new digital channels, including on social media. We are on TikTok, Instagram, a business to business (B2B) online platform, and our website. We have focused a lot on digital – new skills, and new ways to showcase and promote brands, and our work. 

Today, having integrated this platform, we see it as essential. It’s important to work on both fronts – physical and digital – together. The key is to emphasise the physical experience through the digital connection.

Italy has a strong reputation for craftsmanship and luxury fashion. Sri Lanka is emerging as a key player in textile production. Where do you see potential for collaboration between these two industries?

I see huge potential in this collaboration. Sri Lanka has a long-standing and well-developed textile industry, especially in fabrics like cotton and linen. I remember visiting Sri Lanka 26 years ago for a long period because my sister married a Sri Lankan, so I know the beauty of the country very well and the potential in its textile heritage and production.

You are the Ambassador for Italian Design in Sri Lanka for the ‘Italian Design Day 2025’. What aspects of Italian fashion and design do you think will resonate most with Sri Lankan fashion?

I was so proud when the Italian Ambassador invited me here and I was really happy to join this initiative during the CFW. 

The Milano Fashion Week is one of the most powerful and well-known fashion weeks globally, representing Made in Italy. But, experiencing Sri Lanka firsthand and meeting new designers, discovering new textiles, and exploring new ideas – it’s truly exciting. I believe that we need to evolve the platform and expand our vision globally. 

You’re here to connect with Sri Lankan designers and the Sri Lanka Fashion Week. What advice would you give them about gaining international recognition?

The most important advice is to keep their identity. Today, the fashion industry has lost much of its identity. Many designers and big brands have similar items, styles, and deoxyribonucleic acid (DNA). It’s essential to stay true to their heritage and identity to stand out. A strong balance between quality and price is also crucial.

You have worked closely with emerging designers worldwide. What qualities do you think are essential for them to gain international recognition?

Creativity, uniqueness, production capability, and the ability to sell and deliver. The product should be unique yet wearable – easy to wear but with distinctive style and DNA. Right now, the fashion industry is undergoing massive changes, especially in sales. I believe that this presents a significant opportunity for young designers globally.

What future trends do you see shaping the fashion industry?

Resort wear, vibrant colours, and easy-to-wear fabrics and garments will have great potential. With the travel industry booming, there’s an increasing demand for these styles. I believe that Sri Lanka, like India, has strong potential in this trend, with resort wear, colourful designs, cotton, and linen. The heritage is strong here and there is great growth potential.

Do you think that slow fashion will gain momentum?

Yes, of course. Why not? If the products and collections are well-made, a designer can create one collection and evolve different aspects of it throughout the year without overproduction. Overproduction is not necessary.

What is the future for South Asian designers in the international fashion market?

There is huge potential in exploring new countries, markets, and opportunities, both in B2B and business to consumer. The fashion industry is experiencing a major shift, so, why not? I’m optimistic.

At the CFW, you showcased Bucca’s collection. What makes her work stand out, and how does it reflect the values of life?

I love Bucca. She is a very smart and talented designer, and a wonderful person. She has been part of our showcase at WHITE Milano since the beginning. She is part of Confartigianato Imprese and works closely with Regione Siciliana. She has a strong heritage in Italy, prêt-à-couture, and in how she has developed her collection and brand image. She collaborates with young, local designers, mentoring the next generation. 

When the CFW asked me if I had any Italian designers to showcase, I immediately thought of Bucca. She was the first that came to mind. She truly represents the future of Italian design and she was the perfect designer to be showcased here. 

(The writer is the host, director, and co-producer of the weekly digital programme ‘Kaleidoscope with Savithri Rodrigo’ which can be viewed on YouTube, Facebook, Instagram, and LinkedIn. She has over three decades of experience in print, electronic, and social media)