WHITE recorded a constant number of visitors compared to September 2022, with a 5% increase in foreign buyers, thanks to the strategy and growth of the EXPO WHITE project. WHITE VILLAGE, the first Dopo event in partnership with MTV, was very well received by the audience.
One of the most intense and dynamic editions of WHITE has just ended, with a multitude of novelties enriching the program from September 22nd to 25th. It was organized under the auspices of the Region of Lombardy and the City of Milan and supported by the Ministry of Foreign Affairs and International Cooperation (MAECI), ICE – the agency for the promotion of Italian companies abroad and in partnership with Confartigianato Imprese.
From September 22nd to 25th, industry professionals and the urban public flocked to the premises in the Tortona fashion district to discover the latest trends for the Spring-Summer 2024 season. WHITE confirmed its position as a leading international platform and showcase for new trends, attracting numerous buyers, press representatives and professionals from all over the world. Over 360 brands were presented, with a perfect balance between Italian and foreign companies (50% Italian, 50% foreign).
The number of buyers from France, the USA and the Middle East increased significantly, and China, Japan and Korea were also well represented. Buyers included 24s.com (FR), Samaritaine (FR), Lost&Found (US), Neiman Marcus (US), Holt Renfrew (CANADA), Harvey Nichols Doha (Qatar), Galeries Lafayette Dubai (UAE), Level Shoes (UAE), Chalhoub Group (UAE) and from Saudi Arabia Westerly, Rubaiyat, Chapter4 and Pattern.
“We experienced an exceptional fashion week in which Milan was full of industry insiders. This highlights how important fashion is to the city, with visitors from all over the world. WHITE’s numbers make a significant contribution to achieving this result. Among the participants of this edition, as in February, there was a significant increase in foreign participants, which shows that WHITE’s long-standing strategy is bearing fruit,” said Massimiliano Bizzi, founder of WHITE.
The Secret Rooms project continued its successful format with five special rooms in which young international talent presented their latest collections. A selection of ten Spanish designers also took part in the fair, thanks to the collaboration with ICEX España Exportación e Inversiones.
WHITE’s vision is to expand and break down barriers by promoting fluid communication between the market and creative realities from around the world through EXPO WHITE. Designers and brands that do not belong to the traditional fashion sectors presented their fashion visions at the fair.
In the Visconti Pavilion, EXPO WHITE hosted the Saudi 100 Brands project, a Fashion Commission program to promote fashion designers from Saudi Arabia. On the evening of September 20th, the designers’ collections were presented in a fashion show at the Palazzo Serbelloni, accompanied by the dancers of the Teatro alla Scala in Milan. From September 19th to 28th, a selection of Saudi brands were presented at the pop-up shop at the famous luxury concept 10 Corso Como. Right after the first edition of Yerevan Fashion Week, which took place earlier this summer, a group of Armenian brands presented their collections at WHITE. Fashion Firm SA introduced ten South African designers and supported their entry into new markets.
The lounge area was dedicated to a collaboration between WHITE and Scale7, the first fashion and design incubator launched by Qatar Development Bank (QDB) in collaboration with M7. Avant-garde brands that stand out from the mainstream and have a clearly defined brand identity were presented in the basement, while established names refreshed their presence in the lofts.
From September 22nd to 24th, the Tortona fashion district was enlivened in the evenings by the first edition of WHITE VILLAGE, the first standalone event during Milan Fashion Week. It was a popular success and received a positive response because, thanks to the valuable cooperation with extraordinary partners, it harmoniously combined fashion, music, food and drink with the city. Venues involved included Superstudio Garden with a DJ set supported by MTV Italia, White Bistrò at PHYD and The Botanical Club. Thanks to the collaboration with Insula Sardina Quality World, the promotional network of the Department of Tourism, Crafts and Commerce of the Sardinia Region, tastings and themed aperitifs were offered at the White Casa and the White Bistrò.
Also in the MUDEC auditorium was the program “The Couture Code: The Impact of AI on the Fashion Industry”, attended by numerous partners, including the Albini Group, a renowned Italian textile company, and Mesmerise, a leading artificial intelligence company 2016, participated.
WHITE once again underlined its commitment to excellence, research, innovation, established and new fashion trends and sustainability. WHITE can attract a diverse audience from the industry while guaranteeing the participating brands and all partners the well-deserved attention.