White tradeshow strengthens in Milan

White is still on the rise in Milan after an even richer and international program offering. The latest edition, which ran from June 17 to 19 in line with the men's fashion week schedule, recorded a 20% increase in participants, with 300 brands showcasing compared to 250 in June 2016.  

In June, the tradeshow showed a mixed offering of men's and women's pre-collections - White ph Getty

The enriched White Man & Woman show -- dedicated to menswear and women's pre-collections, as well as special projects and international collaborations -- attracted more foreign visitors through its doors this season. However, the tradeshow was shunned by Italian guests, recording a 12% decrease in local attendance numbers compared to last year, announced event organisers. 

After hiring Muriel Piaser (Prêt-à-Porter Paris tradeshow's ex-director) in a consultant role, White was bent on attracting more international guests. The fair continued its relationship with Danish tradeshow Revolver, which bought around forty brands to Milan to showcase in a special space (Revolver inside White), compared to the ten or so brands to come to Italy last season (White, in return, presents Italian brands in Copenhagen during Revolver).

In another White initiative, some twenty Korean brands came together for this edition including Dozoh, D-Antidote, Abrahm K, NalProject, Contempoh, Atmstudio and 1LStudio.

In addition, the tradeshow continued to collaborate with the Italian Fashion Chamber (CNMI) with two runway shows from its official calendar: Danish brand Wood Wood and POAN, the fashion label launched in 2015 the talented Austrian designer Georg Weissacher.

A shirt seen at White Man & Woman made by Italian-Chinese brand Miaoran - FashionNetWork.com (ph DM)

Other labels worth noting included Nehera, which shows in Paris and participated at White for the first time, and the Finnish label Aalto, which also shows in the French capital. In a stand, the hat brand Regen was also a standout; the milliner being a finalist this year at the Hyéres Festival in the accessories category. 

The brand new section dedicated to sport was another interesting addition. AHEAD (Athleisure for the Future), managed by the Tomorrow showroom, showcased labels GEYM, Sapopa, Ports 1961 X Everlast, 42|54, Exkite, Particle Fever,Charli Cohen,C-Clique, Ultracor, Maria Ke Fisherman and Monreal London, among others.

From the opening Saturday, there was a positive atmosphere in the air, crossing the corridors with the many buyers in search of novelties, while discovering a bubbling creativity.

Translated by Benjamin Fitzgerald

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