An innovative and dynamic edition, rewarded by numerous visitors, including top foreign buyers of the calibre of Printemps and Spree from France, H.Lorenzo, Elisa B and The Voyager from the USA, The Outnet.com and Studio 120 from the UK, Andrews from Canada, Doshaburi from Spain, Tsum from Russia and Onward from Japan…. At the same time, the international press was also numerous with its turnout of 1,200 participants. “The dynamism of this show is the result of an attentive scouting activity, new exhibiting hubs and a project marked by a highly cultural profile, such as GIVE A FOK-us – declared Massimiliano Bizzi, founder of White Milano – This effort has been noticed and valued, with very positive feedback by buyers, who have defined it as a well-targeted tradeshow, which can easily be interpreted. Moreover, the presence of political leaders at the inauguration confirms White’s role as a strategic platform during Milan’s fashion week. With each new edition, we represent approximately 550 businesses, which believe in the power of our projects”.

Accordingly, a total of 514 brands, including 172 international ones, presented their FW 2019-20 collections of clothing and accessories, with shoes by now accounting for 10% of the offering, which is divided up between the four areas of the show: Tortona 27 Superstudio Più, Tortona 31 Opificio, Tortona 35 Hotel Nhow and Tortona 54 ex Ansaldo BASE. There was then the debut of two new areas: the Knit Lab, dedicated to cutting-edge knitwear, and Lounge Sphere, dedicated to homewear, as an expression of Loungewear and Lingerie, combined with the Beauty proposal. Next, was the doubling in size of the Showroom Connection project that was conceived to connect and promote the businesses present at the show with their respective showrooms, which after its debut at the last edition, sees a total of 10 brands involved in the initiative.

Sustainability was instead the focus of the GIVE A FOK-us project, which explored the relationship between fashion, nature, and society, with an emphasis on eco-sustainability, traceability, and a circular economy, thanks to the contribution of artists and innovative projects promoted by Italian textile mills. Among the most innovative assets of White, GIVE A FOK-us was developed in partnership with Confartigianato Imprese and supported by MISE and the ICE Agency, as well as by the Italian Chamber of Fashion Buyers – The Best Shops, and the artistic direction of Matteo Ward.