White Milano ended on Monday February 27th. This year’s edition saw a 450 percent increase in interactions on Instagram, surpassing 50,000 during the days of the show, recording a total of 270,000 impressions and 15,000 visits.
The number of foreign top buyers increased by 8 percent
The February edition of the fair, created by Massimiliano Bizzi, was inaugurated on February 24th in the presence of the Secretary of State for Culture, Lucia Borgonzoni, and took place in Milan’s Tortona district. This year the trade fair was once again held under the motto of qualitative market research, but the focus was also on internationalization and aesthetic development, as a result of which the presence of top foreign buyers increased by 8 percent. The fair counted a total of 18,000 visitors – and thus continued the number of visitors in February 2022.
Around 300 of the participating companies came from abroad – and made up a good half of the exhibitors. Many of the visitors also came from abroad. The event, sponsored by the City of Milan, was also supported by the Ministry of Foreign Affairs and Cooperation (MAECI) and the Agency for Promotion Abroad and Internationalization of Italian Companies (ICE). The Confartigianato Imprese, an organization that supports small to medium-sized companies, especially in the artisanal sector, was also a partner.
Designers exhibiting in the “Secret Rooms” included Olubiyi Thomas, Romeo Hunte, Dreaming Eli, Riz Poli and Studio Pansters – rising stars from the fashion scene who have the scouting skills of Simona Severini (a key figure with whom Massimiliano Bizzi founded in 2002 by White). “We are the event that gives the small and medium-sized labels a chance, and that is an added value: firstly, because all the big names of today, sometimes start small, and secondly, because in this way we are open to foreign buyers more attractive, who today have different needs than in the past,” emphasizes Massimiliano Bizzi.
In the lofts of White Milano, Stefano Mortari also presented his new collection, as well as Avant Toi and Maria Calderara, whose fashion is aimed at modern women and creates unique pieces that impress with innovative design and unexpected volume.
A wide range of brands
The strong brand mix and the intercultural encounters enabled a lot of exchange and insights. For example, a cocktail event was organized where five Norwegian creatives showcased their talents in the presence of Norwegian Ambassador Johan Vibe. Under the auspices of the Ministry of Culture and in cooperation with the Norwegian Fashion Hub, the Expowhite project presented these five Norwegian brands – Color Vision, Oleana, Woodling, Host and Var and Come As You Are, representing a new kind of business model at where creativity and quality are made accessible to all, without resorting to fast fashion or serial production.
Cultural encounter was also the focus of the panel discussion “The Indigenous Way” at the Museum of Culture, organized in cooperation with the Embassy of Canada in Italy and IFA (Indigenous Fashion Arts). The discussion explored the topic of Indigenous Canadian creativity and was moderated by Ambassador Elissa Golberg.
In addition, a panel discussion entitled “Is diversity and inclusion a pipe dream? Overcoming tokenism in Europe and beyond” – in collaboration with the Fashion Minority Alliance, its founder Barbara Kennedy, the designers Olubiyi Thomas, Judith Saint Jermain and Romeo Hunte, as well as the activist Cassidy Swinger, and Elena Berardi.
White gave the fashion minority aAliance and their coalition of designers an incredible opportunity to communicate their mission on a global stage. “Our roundtable discussion on diversity and openness to collaboration has given us a sense of hope that we continue to see real leadership opportunities for marginalized communities in Italy and beyond,” said Sofia Celeste, Director of FMA Italy.