White Show and Project announce global partnership
Menswear show Project has teamed up with White Show to launch an exclusive collaboration for SS19 that is geared towards uniting both the American and European menswear markets.
"White has always been very attentive to international markets, where it's been present for many years and continues to invest and promote its DNA and its brands exponentially,” said Massimiliano Bizzi, White president and founder in a statement.
The partnership will first bring American brands and experiences to the European market later this month.
"The synergies between our shows will allow a seamless experience for both US and Italian brands to expand their reach to more diverse retailers and media. I look forward to a compelling relationship between our shows,” said Tommy Fazio, men’s fashion director at Project organizer UBM Fashion.
One of the brands debuting in Milan is New York-based men's brand Abasi Rosborough, headed by designers Greg Rosborough and Abdul Abasi, who said, "We are excited and thankful to White and UBM Fashion for the support, and recognizing our work. We are looking forward to seeing stores we currently work with in Italy, PNP Firenze and Dantone Milano, as well as meeting new clients."
The partnership begins in Milan at White Man which takes place June 16th - 18th in Milan. The experience then travels to Project New York, July 22nd - 24th.
As of now, the partnership will extend through the next two seasons where Project and Magic promoter UBM Fashion and White Show will design retailer matchmaking platforms and offer a curated menswear brand experience for both Europe and the US.
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