White Milano – with SSHEENA’s Urban Catwalk



In a XL Milan, shining under the fashion system’s city lights, WHITE closes the September edition with an absolute record: 26.611 visitors, +20% compared to September 2016. Italian buyers have increased by 22%, foreign buyers are at 40%. The overall number of buyers has 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.

«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 – so 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 event kicked off with SSHEENA’s urban catwalk, which captivated the spectators who crowded Piazza Duomo. 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.

«I am very satisfied with this fashion week, which is shining proof of the capability, of the desire to cooperate and of the awareness that, working together we can obtain better outcomes than those achieved in the past – so Ivan Scalfarotto, Undersecretary at the Ministry for Economic Development, who attended the opening of the trade show – the Government is deeply aware of the role of fashion and backs this pillar of the Italian economy».

This exceptional outcome was achieved also thanks to the strategy undertaken by the trade-fair: the compliance with the cohesive policy started by MISE, whom WHITE has responded by extending its calendar by one day, the opening of the new location in Tortona 31/Archiproducts and of the exhibiting area within Camera Italiana Buyer Moda, the introduction, among the exhibitors, of consolidated Made-in-Italy brands, which have the chance to showcase their collections in the right international window, with top buyers from across the globe. The opening of the new location has spontaneously met the need to expand the exhibiting area, which now counts 540 brands. The brand mix, alternating consolidated labels, international talents and talents from emerging Countries, opens up novel aesthetic and business visions.

This “container of quality”, as Cav. Mario Boselli defined it at the awarding ceremony of Ramponi Award, has also shone a light on the creative talent of Efisio Rocco Marras, author of the new course of I’m Isola Marras, and Special Designer at the trade-fair, on show at Camera Italiana Buyer Moda.

Another asset of the show was the focus on the Made in Italy know-how, in the WHITE LOUNGE and WHITE STUDIO areas, resulting from the partnership between WHITE and Confartigianato Imprese, in the framework of the project MIAC – Moda Italiana Aziende Contemporary, which at this edition has also enjoyed the presence of nine top Italian retailers to promote the image of the new Italian ready-to-wear.

The project was celebrated with an exclusive event organized by Confartigianato Imprese and WHITE in the evocative Foyer Garden of Hotel Four Seasons. A special night, aiming to shine a spotlight on the most authentic Made in Italy, which results from craftsmanship, know-how and the creative esprit of Italian designers, SMEs, and, above all, craftsmen. Several important personalities from the fashion system and not only have taken part in the event: Ivan Scalfarotto, Undersecretary at the Ministry for Economic Development, Dorina Bianchi, State Undersecretary at the Ministry for Cultural Heritage, Activities and Tourism, Giuseppe Mazzarella, National Representative for Internationalization and Trade-fairs for Confartigianato Imprese, the President of Confartigianato Imprese Fabio Pietrella, as well as Massimiliano Bizzi, Founder of WHITE and Brenda Bellei, CEO of M.SEVENTY.

Next Designer Honee Runway Show - Style Fashion Week SS18 Collection