Italian contemporary fashion trade show WHITE Milano is set to raise curtains on June 17 this year. The 3-day exhibition will highlight key presentations of designer menswear and a sneaky preview of women’s lines with confirmed presence of about 300 brands.
An awaited new participant to the show will be London-based menswear label POAN, which will be a special guest at the international trade show, while for womenswear Slovakian NEHERA will show her pre-collections as a guest designer. The other new partakers for this section are Aalto, Finnish label Tuomas Merikoski, and women’s athleisure brand P.E Nation as well as famous brands like Markus Lupfer, Opening Ceremony, Swear London and Toga Pulla, to mention a few.
Also Read – Copenhagen Fashion Summit signs up for Circular Fashion
Celebrating the show’s ever escalating critical acclaim and an increase of over 50 presenters from last year, Massimiliano Bizzi, Founder of White Milano said, “The growth goes to show that contemporary businesses are also betting on the early presentation of the womenswear collections, an absolutely winning strategy, to then complete the sales campaign in September. This will lead to an important increase in the number of international buyers and consequently WHITE, the reference trade-fair, has extended its calendar by one day.”
Mario Boselli, President of Italian Chamber of Fashion also underlined the importance of hosting promos of womenswear at the fair and the key reason for several major industry names deciding to present both men’s and women’s collections together. “WHITE has hit the target. The show responds to a real need of the market, the timing of men’s shows in January and June is perfect…, but now the men’s fashion week is weaker: We have the same number of shows but definitely lost some big names,” Mario added.