WHITE Milano: Sustainability, New Areas and Well-Balanced Brand Mix

February 26, 2019  20:48  |  News

Innovative, dynamic and with 25.256 visitors. We can thus summarize this edition of WHITE Milano, which has just drawn to a close and has seen an increase in buyers and insiders attendance by more than 4,8%, compared to last year’s edition. More in detail, the buyers have grown by 2,3%, the international turnout has grown by 6,8%, while Italy has grown by +1,4%, as compared with the February 2018 edition. The trade-fair, under the aegis of the Municipality of Milan – on stage from 22nd to February 25th – has relied on sustainability, new areas and a careful brand mix to win the challenge of the next Autumn-Winter 2019/20. It has been a success, considering that the show has seen the presence of top international buyers like Printemps and Spree, from France; H.Lorenzo, Elisa B. and The Voyager, from the USA; The Outnet.com and Studio 120 (UK); Andrews (Canada); Doshaburi (Spain); Tsum (former Soviet Union); Onward from Japan and many others. There has also been a notable attendance by the international press, which has reached 1.200 units.

WHITE Milano

Photo – WHITE Milano ©

“The dynamism of this show is the upshot of a successful combination of scouting activity, new exhibiting hubs and also of a project marked by a highly cultural profile, such as come GIVE A FOk- us – so Massimiliano Bizzi, founder of WHITE – This effort has been noticed and valued, the feedback by the buyers was very positive, they have indeed defined it as a well-targeted tradeshow, which can be easily interpreted. Also, the presence of political leaders at the inauguration sanctions WHITE’s role as a strategic platform during Milan’s fashion week. Edition after edition, we represent approximately 550 businesses, which believe in the power of our projects”.

One of the most innovative assets of WHITE has been GIVE A FOK-us, sustainable hub developed in partnership with Confartigianato Imprese: an experience in the universe of sustainability within the framework of the wider project of enhancement of WHITE, supported by MISE and ICE Agenzia, as well as Camera Italiana Buyer Moda – The Best Shops, under the artistic direction of Matteo Ward, co-founder of the green label WRÅD.

Two new theme areas, Knit Lab and Lounge | Sphere, have opened a wide perspective on leading-edge knitwear and homewear, expression of loungewear and lingerie, combined with the beauty proposal.

And then again, an increasingly important project: Showroom Connection, conceived to connect and promote the businesses present at the show with their showrooms. Also, at this edition, the format has relied on the collaboration of Vogue Italia through the project #Shareable, under the creative direction of the Special Content Creation Unit of Condé Nast. The brands involved in the initiative have been: Parcoats Florence, Circus Hotel, Racine Carrée, Ainea, Liviana Conti, Strateas Carlucci, TPN e TPN x Lotto, Duvet Firenze, Free People, C.T. Plage.

WHITE corroborates its asset as a global show-window, fine-tuned with the aesthetic vanguards, with Special Guest Strateas Carlucci, Australian brand featuring a marked style identity, blending sportswear and tailoring.

Cesare Tadolini – owner of the store L’Incontro in Modena – has awarded the brand Sveta with the Inside White Award, owing to their ability to reinvent the female wardrobe with eclectic and highly representative items.


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