WHITE Milano billed a major success; next stop Shanghai

WHITE, Milan's fashion-forward trade fair saw record number of international visitors, giving the organisers much optomism for further success.

Models at SSHEENA’s urban captivating catwalk show at the iconic Piazza Duomo, Milan.

(Photo by Sebastian Reuter/Getty Images for White)

Organisers said WHITE has concluded this  September's edition with a record of 26.611 visitors, 20% more than the September 2016 event. Italian buyers increased by 22% while overseas buyers were up 40%. The overall number of buyers increased by 31% (compared to the same edition of the previous year), thus confirming the key role this buyer-oriented event plays; the only one under the aegis of the Municipality of Milan and in partnership with Confartigianato Imprese.

Models at the SSHEENA show during Milan Fashion Week Spring/Summer 2018 on September 25, 2017 in Milan, Italy. (Photo by Sebastian Reuter/Getty Images for White)

“This edition’s numbers, achieved also thanks to the timing, extended to 4 days, make us starkly aware of what WHITE represents today and also of Milan’s potential, when there’s cooperation and a shared strategy," said Massimiliano Bizzi, Founder of WHITE.  "Milan is as open to fashion, as never before and WHITE has enthusiastically taken up the challenge. The two new locations in Tortona 31 and within Camera Italiana Buyer Moda, and the outstanding fashion show, have shown the active role trade-fair plays both for the Italian fashion system, and for the city”.

The show was organized with the support of the Ministry for Economic Development, ITA, Italian Trade Agency, Confartigianato Imprese - partner of WHITE - and under the aegis of the Municipality of Milan.

Next stop: Shanghai

WHITE Milano will be trekking to Asia, presenting a selection of 56 Italian brands over the course of Shanghai Fashion week, which will take place from October 11 to 18.

Bizzi told Fashion Network: “The idea is to open up the Chinese market to our companies in a very concrete way. The format will therefore not only be that of a normal trade fair but it will also offer individual meetings between our entrepreneurs and local distributors alongside traditional stands and talks.”

Thus the organisers have carefully selected brands taking into consideration the trends and tastes of the market and choosing authentic Italian products which can best showcase the knowhow of "Made in Italy" .  In other words, brands that focus on well-made and artisanal products such as Faliero Sarti shawls, Casadei footwear, and emerging designers like Daniele Carlotta and Ssheena.