Record-breaking attendance and great business for WhiteMilan, from the 22nd to the 25th of September 2017 

Oct 19, 2017
Posted in: , Fairs & Events

In a Milan united for the fashion system and the city, the trade show has closed its September edition with an absolute record: 26.611 visitors, +20% compared to September 2016. Italian buyers have increased by 22%, foreign buyers have risen to +40%. The total number of buyers has increased by 31% (compared to the same edition of the previous year), confirming the key role played by the buyer-oriented event:

ssheena_00007This 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 – Massimiliano Bizzi, Founder of WHITE, declared – Milan is as open to fashion, as never before and WHITE has enthusiastically taken up the challenge. The timing spread over 4 days, the two new locations in Tortona 31 and within Camera Italiana Buyer Moda have shown the active role the trade-fair plays both for the Italian fashion system, and for the city.

This exceptional result was achieved also thanks to the strategy that the trade show has been carrying out on many fronts for some time now. Firstly, the alignment with the system strategy, to which WHITE has responded by extending its calendar by one day. Secondly, the opening of the new location in Tortona 31/Archiproducts and of the exhibition space within Camera Italiana Buyer Moda; then the introduction, amid the exhibitors, of consolidated “Made in Italy” brands, which find in the trade show the right international showcase, open to top buyers from all over the world.
The opening of the new location has spontaneously met the need to expand the exhibition area, which has reached 540 brands. The brand mix, which alternates consolidated labels, international talents and scouting dedicated to the emerging Countries of the fashion systems, opens up to new aesthetic and business visions.

This “container of quality”, as Knt. Mario Boselli defined it at the ceremony in which the Ramponi Prize was awarded to Enrico Mazza, displayed also the creative talent of Efisio Rocco Marras, promoter of the new path of I’m Isola Marras and Special Designer of the trade show, and the two special areas dedicated respectively to Casadei and Fragiacomo. Awards were given also to Cromaticamilano for its sustainable and ecological values and to Un te’ da matti for the craftsmanship of its vintage leathers.


Another strength of the trade show was the focus on the Made in Italy know-how, expressed in the WHITE LOUNGE and WHITE STUDIO areas, fruit of the partnership between WHITE and Confartigianato Imprese, within the ambit of the project MIAC – Moda Italiana Aziende Contemporary, which, in this edition, enjoyed also the presence of nine top Italian retailers, in order to promote the image of the new Italian ready-to-wear.
The project was celebrated by an exclusive event organized by Confartigianato Imprese and WHITE in the evocative Foyer Garden of the Four Seasons Hotel. The evening aimed at turning the spotlight on the most real and authentic Made in Italy, which derives from the manual skills, know-how and creativity of Italian designers, SMEs, and, in particular, craftsmen. Several important figures in fashion and other fields participated in the event.
Among them, Ivan Scalfarotto, Undersecretary of State at the Ministry of Economic Development, Dorina Bianchi, Undersecretary of State at the Ministry of Cultural Heritage and Activities and Tourism, Giuseppe Mazzarella, National Representative for Internationalization and Sistema Fiere of Confartigianato Imprese, and the President of Confartigianato Imprese Fabio Pietrella, as well as Massimiliano Bizzi, Founder of WHITE, and Brenda Bellei, CEO of M.SEVENTY.

White also opened up to the public with SSHEENA’s urban catwalk, which was acclaimed by the spectators who crowded Piazza Duomo. The runway show of the Milanese brand was realized with the support of the Ministry of Economic Development, ITA – Italian Trade Agency, Confartigianato Imprese 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 – Ivan Scalfarotto, Undersecretary of State at the Ministry of Economic Development, who attended the opening of the trade show, underlined – the Government is deeply aware of the role of fashion and backs this pillar of the Italian economy.

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