Trade Fair: Denim Première Vision returns to Milan with a focus on innovation and responsible transformation

Denim Première Vision SS27 edition to be dedicated to innovation, creativity,
and responsible transformation in the denim industry. 
Image from Denim Première Vision 

Denim Première Vision - the textile trade fair - returns to Milan’s Superstudio Più this November 26–27, 2025, with an edition dedicated to innovation, creativity, and responsible transformation in the denim industry. Reinforcing its role as an international reference for the entire denim value chain, the show acts as a creative laboratory, gathering iconic names, emerging labels, and textile innovators to share ideas and inspiration. 

This Spring-Summer 2027 edition invites visitors to immerse themselves in the future of denim, through a curated selection of international exhibitors, a conference program, and exclusive creative collaborations. 

Among this year’s highlights, several renowned figures will headline the event. Amy Leverton, international trend forecaster and founder of Denim Dudes, will share her inclusive, modern, and eco-conscious vision of denim culture. A trusted voice in the industry, she has collaborated with brands such as Levi’s, GAP, and H&M.

Supported by the Kering Material Innovation Lab (MIL), a world leader in sustainable textiles, who supports both the group’s iconic houses (Gucci, Saint Laurent, Balenciaga…) and a new generation of designers in developing responsible creations, S|STYLE - DENIM LAB will showcase the latest projects of 8 rising designers.

Kristian Guerra, Head Designer at 44 Level Group, signs the concept and art direction for the Denim Forum and will share his experimental vision of contemporary denim in an exclusive talk.

Innovation takes center stage with eco-designed materials such as cacao fiber developed by Doors, or bio-based dyes by Chloris Biochem, Emily Gubbay’s circular colour system, cutting-edge technologies, and sustainable processes like Calik’s zero-water dyeing method. Responsible luxury is represented by exhibitors including Geocot, Stylem Takisada, Caitac, and ISKO, who bring exceptional fabrics and high-end creativity to the pursuit of ever more desirable and durable denim.

Over 65 international exhibitors will showcase their SS27 collections, including 60% weavers, 20% garment makers, 6% accessory suppliers, and 5% chemical producers—covering the full denim supply chain. 

Highlights of the show:- 

FASHION DISTRICT

The Fashion District doubles its size to welcome more than 20 ready-to-wear and accessory brands. Rising talents and established labels will unveil exclusive capsule collections co-created with denim exhibitors.

Daily Blue by Adriano Goldschmied, Demiurgo, Emina Batik, Fade Out Label, Gimmi Jeans, Hooded Myv, Kentroy Yearwood, Lucia Chains, Marios, Nik Gallo, Simon Cracker, Stripes Of-F Road, Tmmt Clothing, Victor Hart

S|STYLE - DENIM LAB - supported by Kering Material Innovation Lab (MIL)

Founded in 2020 by Giorgia Cantarini, journalist and stylist, S|STYLE is the independent platform dedicated to emerging creatives who want to work with sustainable criteria. The 2025 edition, in collaboration with KERING MIL, Kering's Material Innovation Lab, focuses on denim and responsible water management, in line with Kering Water's Strategy for a net positive water impact by 2050. As guest of honor, Kering’s MIL partners with 8 brands that will be presented in the Fashion District. — Gerrit Jacob, Gisèle Claudia Ntsama, Institution, Jeanne Friot, Macy Grimshaw, Nadya Dzyak, Phan Dang Hoang and Sia Arnika — to develop projects that merge creativity and sustainability. The exhibition space will feature a site-specific installation created to emphasize the identity and the value of the project. using recycled and denim fabrics, enhancing the designers’ creations.

TREND FORECASTING

Denim specialist Julieta Mercerat (Première Vision) and trend expert Amy Leverton (Denim Dudes) will present the SS27 denim forecast in 2 exclusive season seminars to explore the cultural narratives shaping the future of jeans. Full conference program here.

DENIM INDEX

A brand-new area showcasing over 150 fabric and accessory samples from 30 exhibitors. This curated selection is designed to facilitate material sourcing for jeans production and to provide a clear and immediate overview of the show’s global offer.

DENIM FORUM

Imagined by Kristian Guerra, this forum offers a unique interpretation of SS27 trends through an innovation materials zone and, for the first time, an exhibition of silhouettes created with exhibitors’ fabrics.

SPORTSWEAR INTERNATIONAL - 50 YEARS ANNIVERSARY

The iconic publication celebrates its 50th anniversary with two evening events in collaboration with Denim Première Vision and Pioneer Denim on November 26, on-site.

Textiles Trade Fair: Denim Première Vision Milan Edition in May 2025 Featuring the Future of Denim with AW26-27 Trends & Innovations

Milan will play host to the 35th edition of Denim Première Vision for the fourth consecutive year - on 21 and 22 May, 2025.

This year’s event, held under the patronage of the City of Milan and organized by the fashion division of GL events, will spotlight the Autumn-Winter 2026-2027 denim collections from over 80 top exhibitors. Visitors will explore the most influential denim innovations from Italy, Turkey, Morocco, Japan, China, France, the U.S., and more.

Florence Rousson, Chairwoman of the Executive Board of Première Vision and CEO of The Creative Pole, the fashion division of GL events, commented:

"Back in Milan, Denim Première Vision once again highlights the dynamism of the denim sector. As a staple on the Italian fashion calendar, the event—supported by the city of Milan—provides the industry with unparalleled opportunities for business, innovation, and collaboration, all in the spirit of collective creativity in motion."

Organisers say this year’s edition dives into the heart of AW26-27 denim trends, organized into eight thematic areas: fabrics, manufacturing, accessories, yarns, promotion, technologies, laundry, and fibers, bringing together more than 80 exhibitors from across the globe.

Image: PV Denim Milan 2024

Forums & Trend Spaces

This season’s Trends Forum will explore the theme Hybrid Denim, celebrating denim’s adaptability through a mix of materials, techniques, and cultural references. Highlights include groundbreaking pieces from designer Aurélia LeBlanc, who reimagines luxury denim, and the Sustainable Textile Craftsmanship project—a collaboration between Kelly Konings and denim mill Gommatex.

Image:  PV Denim Milan 2024

Project Tomorrow

Continuing its support for the next generation, Project Tomorrow returns with a newly structured educational program designed for students from fashion, design, and art schools. Building on the success of previous editions, the initiative aims to inspire and engage young creatives in shaping the denim industry’s future.

Denim Fashion District

Now in its 7th year, the Denim Fashion District will offer a dedicated space for creative expression, featuring capsule collections by a curated group of ready-to-wear and accessories brands. The district will spotlight upcycling labels, emerging designers, established brands, and fresh denim talent—all in collaboration with the show’s exhibitors.

Participating brands include:

FADE OUT LABEL, Stripes Of-f Road, Daily Blue by Adriano Goldschmied, Kelly Konings, Rita Ammeg, Borsa Fatta Da Me, Floriana, Lucia Chain, Marcello Pipitone, Materia, and Sasha Neema Ponte.

Image: PV Denim Milan 2024

Keynote Programme

Also scheduled are thought-provoking keynotes that will provide a 360° view of the denim industry’s future, with insights from renowned professionals:

* Fashion Denim Seminar AW26-27 – Hybrid Denim: Collective creativity in motion

Anne Oudard, Denim Design Consultant

May 21 at 11am & May 22 at 2pm

* What is Social Procurement? Dressing the Next Generation of Changemakers

Ani Wells, Founder & CEO, Simply Suzette

May 21 at 1pm

* The Jacquard-Woven Future of Fashion

Kelly Konings, Textile & Fashion Designer

May 21 at 2pm

* Denim Dudes Future Forecast AW26/27

Amy Leverton, Founder, Denim Dudes

May 21 at 3:30pm & May 22 at 11am

A Tribute to Luigi Martelli

This year’s edition will also feature a heartfelt tribute to Luigi Martelli, the late denim visionary who passed away in January 2025. In collaboration with ISKO, the show will honor Martelli’s five-decade legacy with a special exhibition space that retraces his groundbreaking impact on denim design and textile finishing.

Curated by Fabio Adami Dalla Val and OPAA, in collaboration with Adriano Goldschmied, Giovanni Petrin, and with the support of the Martelli family, the tribute will feature rare archival pieces from M.O.D.E. – Museo del Denim, many shown publicly for the first time. This is more than a retrospective; it is a message to the denim community—past, present, and future—about the power of innovation and legacy.

As the founder of Martelli Lavorazioni Tessili, Martelli revolutionized textile finishes and redefined what denim could be. His pioneering techniques laid the groundwork for today’s industry, and his influence continues to resonate in every thread of modern indigo.

Textiles Trade Fair: Milano Unica Celebrates 40th Edition with Record Exhibitor Numbers and Industry Innovation

Milano Unica, Italy's premier trade show for high-end textiles and accessories, marks its 40th edition at Fiera Milano Rho, unveiling the Spring/Summer 2026 collections in halls 13-15 and 22-24.

Photo: Milano Unica

Running from February 4 to 6, 2025, this edition has set a record with 723 exhibitors—the highest in the event’s 20-year history, according to organisers. The exhibitor lineup includes 556 participants (+9.5% from January 2024) across the Ideabiella, Moda In, and Shirt Avenue showcases; 150 exhibitors in Special Areas and the Korea and Japan Observatories; and 17 publishing houses. All Italian textile districts are represented in the fair.

Photo: Milano Unica

The increase in exhibitors has led to a 12% expansion in exhibition space compared to the previous January edition.

These figures reaffirm Milano Unica’s role as a key global platform for high-end textile and accessory manufacturers, helping them navigate an industry shaped by both opportunities and challenges for Made in Italy products.

Photo: Milano Unica

According to Confindustria Research Center, sales of Made-in-Italy textiles declined in 2024, with domestic sales down 5.2% and exports dropping 8.5%, though some markets showed resilience. Exports to China, including Hong Kong, which account for over 10% of the total, grew by 4.8%, while Vietnam and Sri Lanka also saw increases, collectively making up 5% of exports. Despite a slight 1.3% dip in export volumes in the first nine months of 2024, total textile exports remained largely in line with 2023 levels, though at lower prices and margins—a sign of potential recovery in 2025.  

Simone Canclini, President of Milano Unica

Milano Unica President Simone Canclini says, "Reaching this milestone 40th edition with a record number of exhibitors should inspire us to further strengthen Milano Unica’s international leadership," says Canclini. "In a climate of economic uncertainty and geopolitical tensions, the industry needs a robust and strategic platform to support the global expansion of Made-in-Italy and Made-in-Europe textiles and accessories."

He adds, "Thanks to the creativity, innovation, and commitment to sustainability of professionals across various textile districts, the industry remains a key driver of Italy’s economy, generating income, employment, and a positive trade balance. Milano Unica continues to evolve as a research incubator, bridging past, present, and future to foster creative growth. The exhibition dedicated to Anna Piaggi, an iconic fashion figure known for her visionary style and boundary-breaking aesthetics, exemplifies this direction."

The Milano Unica Tendenze area showcases materials for Spring/Summer 2026, emphasizing natural fabrics, lightweight textures, and innovative fibre blends. Accessories also highlight raw materials featuring metallic or recycled plastic and rubber details. Sustainability remains a focal point, with a range of new eco-conscious textile innovations on display.

DESTRO FABRICS

Among key presentations, DESTRO Fabrics debuts new fabrics developed in collaboration with ROICA™ by Asahi Kasei and TENCEL™ by Lenzing, emphasizing sustainability and circularity in applications from apparel to outerwear. 

MARZOTTO Group

The Marzotto Group, through its partnership with Authentico® by Schneider Group, showcases its brands’ creative interpretations infused with passion and values.

ILUNA Group

Iluna Group’s Spring/Summer 2026 collection highlights Plissé and Volants, including a lurex version with fresh floral prints certified by GOTS, emphasizing water conservation. The collection features metallic accents crafted from lurex and GRS-certified foils. Iluna draws inspiration from three designers: Ken Scott, the "gardener of fashion," known for his vibrant floral motifs; Iris Van Herpen, whose sensory design philosophy embraces movement and fluidity; and Guo Pei, who blends Chinese imperial elegance with European royal aesthetics.

Since 2018, Iluna Group has held GRS certification for its Green Label range, championing sustainability through a fully traceable production chain and measurable environmental progress using the Higgs Index.

Photo:  UK Fashion and Textile Association (UKFT)

A delegation of 23 British textile companies, including leading UK mills, manufacturers, cloth merchants, and textile design firms, is exhibiting in the ‘Ideabiella’ area (Hall 24 F09) at Milano Unica under the auspices of the UK Fashion and Textile Association (UKFT). International buyers can explore the UK's rich textile heritage and innovation, discovering everything from classic suiting fabrics to specialty textiles and premium natural fibers like wool and cashmere. Renowned as a global leader in luxury fabrics, the UK showcases responsibly sourced wool, high-fashion silks, and cutting-edge weatherproof materials, reflecting the latest trends and advancements in textile production.

Beyond a commercial event, Milano Unica continues to integrate special areas and cross-disciplinary projects that merge creativity, tradition, aesthetics, and technological innovation.

The 41st edition of Milano Unica is set for July 8-10, 2025.

Textile Trade Fair: Denim Première Vision reports vibrant show in Milan this November

While denim fashion continues to be a staple in our wardrobe, new fabric developments with sustainability hold key to the future of the industry as evidenced in the recently concluded Denim Première Vision trade fair held at Milan's Superstudio Più  on 22 and 23 November.

Organisers hailed the show as a success, reporting 2,322 trade visitors (+15% over the previous November 2022 event) including fashion and accessories brand managers, buyers, designers and production managers who had attended the fair to gather information on innovations in jeanswear and the latest denim developments  for the Spring/Summer 2025 season.

There were 69 exhibitors, of which 69% were denim spinners and weavers, 20% garment makers and finishers, 7% service and technology firms and 4% accessories and component manufacturers who represented 15 countries including Italy, Spain, France, Germany, Turkey, Morocco, Japan, Pakistan, Bangladesh, China, Hong Kong, India, Mauritius, Uzbekistan, and Taiwan.

In addition to providing a comprehensive denim-sourcing offer from the exhibitors, organisers also set up a new edition of the Denim Fashion District where 15 denim brands were featured with innovative developments.

Material science company Recover showcased its new collection, the GRS-certified Reiconics collection, made from Recover's recycled cotton fibre and Spanish cotton.  This was the result of a collaboration with denim manufacturer Evlox and Spanish tech company Jeanologia. The collection of a total of 14 garments showcased how truly circular products can bring value to fashion through a process that implements eco-design, transparency, process measurement, traceability, and scalability. The company said they had data suggesting that 'recycled' is the most sought after keyword in the fashion apparel industry.

Fabio Adami Dalla Val, Denim Première Vision Show Manager, commented: "This new edition of Denim PV was amazing, with a highly qualified visitor base and a palpable excitement in the aisles.  The quality of products presented by exhibitors was of a very high level, across the board, regardless of origins. Denim has enjoyed a prominent spot in the luxury world for some years now, and that trend continues. Whether casual or more sophisticated, denim remains a versatile material that is constantly gaining ground. The denim industry is currently in a state of transition, a perfect reflection of the textile industry’s global aspirations to achieving sustainable, high quality, cutting-edge production."

The fair also included a programme of conferences and talks, fashion seminars for exploring the season’s trends, and special installations and workshops. 

The SS25 denim trends focused on quality, artisanship and meticulously crafted products according to industry experts, with special emphasis put on the beauty of fabrics and colours.  On the other hand, some of the developments appeared at times subtle and other times pronounced, thanks to innovative textures and dyes, said Lorenza Martello, Denim Expert - Première Vision.

Miss Martello said, "We see a certain abandonment of the traditional jeanswear style. Denim is surprisingly diverse, with options ranging from rigorous to creative, thick to fluid, adapted in a variety of styles and featuring more virtuous solutions across all product categories. 

"The search for more sustainable design alternatives has been developing for years, and it’s a movement that continues to grow.  The SS25 denim trends pay particular attention to colour, and you can see that in the use of natural or recycled pigments, and the low-water consumption techniques being adopted. Materials - particularly where they are from - play an increasingly central role in the manufacturing process. The players in our industry want to pair an ethical approach with comfort and style."

Denim Première Vision will return to Superstudio Più on 5 and 6 June 2024 for the Autumn-Winter 25-26 season, followed by 4 and 5 December 2024 for the Spring-Summer 26 Denim trends.

All images from Denim Première Vision website.

Denim Fair: Milan plays host to Denim Première Vision - November 22 - 23, 2023

Come November 22 - 23, Superstudio Più in Milan will be hosting the new edition of Denim Première Vision, a biannual event dedicated to the denim industry, allowing professionals to network and discover the latest on trends, market updates and new developments in eco-responsibility. 

Image: Denim Première Vision

With a Fashion Forum, Talks, seminars, and guided visits, the programme for this edition will revolve around key industry challenges, as the international trade professionals descend onto Milan known as the one of the historic capitals of denim - the birthplace of pioneering brands now ranked among the sector's biggest players.  Organisers of Denim Première Vision review that Milan will be the location not just for this November's event, but also for the upcoming editions in June and November 2024.

Some 69 international exhibitors this November, including weavers, component and accessory makers, garment manufacturers, laundries and finishers - who are set to present their Spring-Summer 25 collections.  They include Advance Denim, Berto, Blue Jeans Lavanderie, Cadica, Calik, Casati, Chottani, Delago, Elleti, Evlox, Fasac, Fashion Art, Foshan Foison Textile, Indigo Textile, Isko, Isko Luxury by PG, Japan Blue, Jeanologia, Kassim, Kilim, Kipas, Kurabo, Kuroki, Montega, Nearchimica, Orta, Outside Denim Lab by Fabritex, Prosperity, Pure Denim, Rajby, Ribbontex, Sharabati, Stella Blu, Tessitura La Colombina, Titanus, Tusa, Zaitex, 496 Lab.

Image: Denim Première Vision

At the heart of the fair is the Fashion Forum where visitors can explore the latest creative trends and sustainable advances for Spring-Summer 25. This 250m2 circular space offers a immersive way to experience the season. In collaboration with Alessio Berto (expert pattern-maker) and exhibitors such as FashionArt (Italian specialist in high-end denim) and Teintures de France (artisanal dyehouse and jeanswear expert), the Première Vision fashion team will be presenting a series of looks inspired by the leading materials for Spring-Summer 25.

With a strong focus on innovation, the fair will cover enhanced recycling innitiatives (using recycled materials such as circulose®, refibra and certain elastomultiesters), natural pigments (such as BioBlack dye obtained from FSC-certified wood waste), regenerative agriculture (aimed at restoring and strengthening natural ecosystems, re-establishing biodiversity, preserving soil quality), according to the organisers.

Michiko Koshino
Image: Denim Première Vision

The Denim Fashion District is a space dedicated to young designers and established denim brands, showcasing never-before-seen capsule collections. To be featured will be Japanese fashion designer Michiko Koshino (whose mother is the celebrated designer Ayako Koshino),  Fade Out Label, Regenes, Daily Blue by Adriano Goldschmied, Stripes of-F Road, Hen's Teeth, Anna Galaganenko, Blue of a Kind, Hnst, Maurizio Massimino, Gimmi Jeans, Leon Emmanuel Blanck.  

For more information on the Denim Fashion District, click HERE.

Image: Denim Première Vision

A full programme of Talks, seminars and guided visits will help trade visitors to analyse and understand the season's trends, and keys information to develop their future collections.

Click HERE for the full programme of talks and seminars.

Bemberg™ celebrates the 100th edition of Pitti Uomo by forging its support towards the Istituto Secoli in Milan

As the men’s fashion week Pitti Uomo in Milan will celebrate its 100th edition with the return of its physical show from June 30th until July 2nd, Bemberg™  will showcase six menswear outfits from the cutting-edge collections created by young talents of the Milan fashion institute – Istituto Secoli.

A fashion film entitled “LA FORMA” featuring the talented students is launched to commemorate the occasion.

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Commissione della Forma

100% Bemberg™ fabrics, produced by Tessitura Grisotto of Italy, have been used in a printed version for the creation of these 6 looks comprising shirts, padded outerwear, and quilted sections. Bemberg/Bemberg™ , the brand name of the regenerated cellulose fibre Cupro, produced only by Asahi Kasei, is a fibre that comes from the smart and technologically advanced transformation of cotton linter pre-consumer materials and converted through a traceable and transparent closed-loop process. Its unique characteristics includes exceptional touch, soft and smooth as silk, like second skin, with brilliance and radiance.  It also has anti-static and breathable qualities, while being biodegradable and compostable.

Bemberg™ is also partner of C.L.A.S.S. the international ecohub founded by Giusy Bettoni in 2007 which has established itself as a reference point in the fashion and textile business for brands, designers, manufacturers, students and and all those determined to make fashion smarter.

Tom Dixon showcases new collections in a Milan restaurant: The Manzoni

Good designs should be displayed of course but can benefit greatly from being shown off in a commercial setting that showcases their functionality.

This is the thinking behind London designer Tom Dixon's new venture in Milan as he has chosen to show off his new collections at The Manzoni currently until Sunday 14th April 2019 to coincide with Milan Design Week.

The Dining Hall in The Manzoni, a restaurant and also an experimental space cum a theatrical backdrop of Italian food and an international stage to present the designer's latest innovations and best sellers.

The Manzoni, a formal dining experience in the centre of Milan. Tom Dixon design meets Italian cuisine, expressed in a Restaurant, Showroom and Shop.

Tom Dixon has returned to Milan after a year's absence and decided that a better strategy for showcasing his design brand is to embed itself into the heart of Italy's commercial and cultural capital.

The Manzoni is a new 100-cover restaurant created by Tom's Design Research Studio.  It is pre-opened this week to coincide with Milan Design Week; after the fair it will re-open as a permanent restaurant and a showroom for his new collections.

The Jungle inside The Manzoni, Milan.

The Manzoni is open for Salone del Mobile from Tuesday 9th — Sunday 14th April 2019, and will re-open permanently after Design Week.

Tom Dixon says The Manzoni will be the brand's first mainland European home.
He says: "After years of doing 5-day exhibition in Milan, we finally decided that we had enough of putting such huge energy into pop-up interventions.  We wanted to look at different ways of being present in Milan.  With the city being so active and engaging right now, it is the right time to forget being temporary and build something permanent.

Tom Dixon's restaurant and showroom in Coal Harbour, London.  Photo by Lucia Carpio.

"Just like in London, we don't think it's enough to just have a showroom.  We need a place where people slow down and experience our products in a live setting.  There is nothing dustier than a conventional lighting and furniture showroom.  But with The Manzoni, people are able to experience our new collections in an active context.

Another view of the Dining Hall, in The Manzoni, Milan.

The bar and shop.

The Manzoni is a restaurant and also an experimental space, a theatrical backdrop of Italian food (lunch is by invitation only) and an international stage to present the designer's latest innovations and best sellers.  New collections on show include FAT, SLAB, OPAL and SPRING.

Every element of The Manzoni is an exploration of traditional and new materialities and manufaturing processes, according to Tom Dixon.  The materials have been sourced from different regions of Italy; stone from Mount Etna in Sicily, marble from Verona and flowers from Sardinia, for example.

The entrance of The Manzoni features a monolithic block of granite, which serves as the foundation of the bar.  Exotic lava stone tiles decorate the wall, which complements the materiality of the Testi stone bar.  New lighting range Opal illuminates the space with an ethereal glow.

The dining hall features monastic cork dining tables where guests are invited to dine in a communal setting for lunch and dinner.  Tom Dixon's new FAT dining chairs upholstered in Raf Simons latest collection for Kvadrat are shown here along with SPRING pendant light installations suspended from the ceiling.

In the gallery is a dense jungle of greenery supplied by Sardinian florist, Art Flowers Gallery.  Palms and vines flourish from spun aluminium planters and cluster together to create a wild overgrown oasis.  In the centre of The Manzoni is a courtyard which features a custom-made forest green marble table designed by Testi and JKL Design Studio.

Images of The Manzoni from Tom Dixon.

WHITE fashion trade fair in Milan concluded with an increase of international attendance, report organisers

The January 2018 edition of the WHITE MAN & WOMAN fashion trade fair, staged from 13th January to 15th January 2018, in Milan’s Tortona Fashion District, was deemed a great success.  

Under the banner of quality, the inventive displays projecting an open, creative atmosphere, along with new showroom concepts for the eclectic mix of new fashion forward brands - considered unique hallmark of WHITE - had attracted trade visitors from around the world. 

The organisers concluded that international buyers' attendance had grown by 3% growth.  The largest group of buyers had come from  Japan, Korea, UK, Germany and France respectively.   Visitors from Canada and the United States were also prominently felt.  However attendance from its own Italian market registered a slight drop compared to last January.

Massimiliano Bizzi, Founder of WHITE, said he was pleased with the results and this season's success had been brought about by focusing on the womenswear pre-collections at the trade-fair and with strong connection with the showrooms.  Furthermore, he also said the teaser event WHITE STREET MARKET has opened up new prospects.

Come June 2018,  the next edition will see the first B2C and B2B sportswear & streetwear trade event, and will, for the first time, gather together buyers from across the globe, in Milan who will also be attending Milano Fashion Week, as well as end-users or consumers.

Photos: WHITE/Getty Images

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.

I'M Isola Marras under new direction showcased at WHITE Milano this weekend

WHITE - the Milan trade show for women’s collections and directional international brands has opened  and is expanded into three exhibiting areas at 27, 35 and 54 via Tortona within the Tortona Fashion District.

From left: Michele Scannavini President of ITA, Massimiliano Bizzi Founder of WHITE, Brenda Bellei Ceo of M.SEVENTY, Cristina Tajani Councillor for Fashion and Design for the municipality of Milan, Ivan Scalfarotto Undersecretary of the Ministry for Economic Development

The show dedicated to womenswear and accessories is held from 22nd to 25th September 2017, in partnership with Confartigianato Imprese and under the aegis of the Municipality of Milan.

The four-day show boosts a record number of 532 exhibitors (368 from Italy and 164 from abroad, namely a 6,4% increase), and this is a special edition in many ways, as WHITE has gone the extra mile to support the teamwork strategy undertaken by MISE, aiming to coordinate and streamline the whole cycle, thus bringing together in the calendar of Milan Fashion Week the most prominent fashion happenings.

One of the special features this season's WHITE is the presence of Efisio Rocco Marras (left picture) as the Special Designer, providing the new direction for I’M Isola Marras. 


The project marks I’m Isola Marras's revival, according to Efisio.

"My dream is seeing my items being worn at a Patty Smith gig, or in an innovative and contemporary street version, maybe for a drink at the bar round the corner. I draw inspiration from every day life, mostly from my peers. "

Describing his collection showcased in a special installation at WHITE, the designer explained in an interview organised by the trade fair organisers: "I have created a one-fabric (exclusively cotton) collection, completely white, with exceptionally accurate stitching and details, buttons and buttonholes.  (As a keen photographer) Each single item has been conceived to be matched with photo prints of images I shot during the several travels and experiences that have brought me here.

He continues: “Walking life: is an interactive path of creativity and life, recounting my story and the faces I met. 30 items, a sort of hybrid in the world of collections, something really new. The chance to present it at WHITE, which is synonym for quality and research, is really grand, in my view."

Photos: White Women's Collections + accessories SS 18 on September 22, 2017 in Milan, Italy. (Photo by Sebastian Reuter/Getty Images for White)