White, the contemporary fashion show held in the fashion district of via Tortona in Milan from 20 to 23 February, ended with attendance numbers in line with the February 2019 edition. The only day numbers were down was Sunday, an important day for the show, because of the alarm created by the Coronavirus.
At White, leading buyers, including Italians, made their return, buying above all from small and mid-sized quality companies, which are fruit of a short and responsible supply chain. The mix between established and experimental brands, the international scouting increasingly close to the cultures of different Italian and foreign territories, and the promotion of Made in Italy and sustainability were the main strategic assets that rewarded the show. Especially appreciated by the public were the research areas of Basement, the brand mix of Superstudio, the focus on the Region of Sicily, along with the proposals of creative international talents presented by YouConcept and Nob, and the area dedicated to sustainability of GIVE A FOKus.
An intense four days that also highlighted the world of accessories, with the shoe as the protagonist of many interesting proposals, from the customisable Handmade Shoes L37, to the minimal and elegant design of Fabio Rusconi. From the romantic luxury of Lenora Scarpe to the high-end outdoor range of Fracap. Without forgetting the sports world with names like L4K3 and the streetwear style of Barracuda and Colors of California, just to cite a few of the names present at the show.