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What is the White Fashion Show all about?

Is it as important as the other fashion weeks?

In Italy, one of the best places to find new things definitely is the White Show in Milan. And despite the fact that Milan fashion week schedule is particularly busy, you should find some time for a visit , looking for novelty and charm: very often, it is from there that new season trends come. If you plan to be in Milan next June, be sure to put the White Show in your agenda: you will not regret it !

Recently the WHITE trade show took place in Milan, bringing together over 17,000 buyers and prestigious multi-brand stores worldwide to see up and coming international high end and niche label brands. The expo provides a platform for a multitude of designers, stylists and artists to show off and take their work to the next level.

The WHITE trade show started out in 2000 as a small show for high quality womenswear’s collections but now it has grown to feature menswear collections and accessories as well, thus becoming one of fashion’s benchmark events. WHITE differs from other trade shows due to its unique eco-friendly take on display elements and general avant-garde atmosphere of the fair. WHITE has recently added a new section that focuses on denim, hosting four global brands, namely PRPS, Koral Los Angeles, Kuro and Hudson.

WHITE is the international contemporary fashion showcase, but also a cultural reference for a generation of designers, stylists and artists who consider the fair in via Tortona 27 and 54 an extraordinary take-off field. Attended by more than 16.000 buyers from the most important multi-brands in the world, White is on the one hand a prestigious platform for niche brands, on the other hand it is becoming an ideal stage for all those Italian and international innovative fashion companies which recognize themselves in the White character, in the stimulating mix of creativity, harmony and eco-ethical commitment.

A structure capable of bringing to the fore an accurate selection of fashion trends, merged into a complete stunning range of products, edition after edition White is standing out in the fashion scene and in the Milan metropolitan environment as a container of ideas and services that go beyond the concept of season.

 White is a breeding ground of ideas, it is fashion culture as a lifestyle which embraces art, design, music, communication and the new frontiers of the web.

White is the junction and meeting point for the different protagonists of retail trade and it is structured to ease and speed up the work of buyers and showroom owners; over the years, it has become a veritable network that gathers in Milan, the world capital of fashion, the most important players of the fashion system.

Thus, White Suite was created, a special section of premium companies that will occupy the exhibition areas of Hotel Nhow in Via Tortona 35, based on a concept echoing the aesthetic DNA of White in a concentration of very high-profile, contemporary work. With this project, featuring leading companies from the international market, White has increased the prestige of the Via Tortona area, already a go-to centre for the fashion public for over a decade and a unique, true and undisputed fashion & design district much loved by top retailers from all over the world.

Among the many events and exclusive collections, White presents “White Pony Rocco Bag” of young American talent Alexander Wang at the helm of one of the most prestigious contemporary fashion designers on the world stage and present for the first time exclusively to the Milan event.

It is worth noting that the White Show is not only fashion but also encompasses cosmetics, events, design and art at 360 degrees for a trip in style and contemporary taste, which is why in the space of the former Ansaldo appointment during the weekend you can visit the photo exhibition” Competition Milan Suburbs – Travel in suburban areas of Milan, “the photographer Stephen Guidan devised to describe the suburbs of Milan as seen through the eyes of twenty creative. An event not to be missed and that we recommend, a poem consisting of portraits, people, neighborhoods, history, architecture, design that allows you to better understand what fashion sin means and contemporary mood.

Once it could be said that diamonds are a girl’s best friend, now many think that they are the bags. The new trend is called neoprene and has been observed at the White Show in Milan.

The White Show is an eye on fashion and the world.   I’d like to think that Italian fashion does not stop at the catwalks of Milan Fashion Week, but it is still able to be at the forefront. So many people from all over the world, industrial buildings restored and turned into modern and sophisticated location and great accessories design.

There is no better city than Milan to have a trade show of this caliber because it is the fashion capital of the world. Fashionistas around the world look to Milan for the latest trends and news, especially since it is home to many famous designers, such as Giorgio Armani, Prada and Gianni Versace. Therefore, the international brands can take advantage of this extra visibility to promote their work further.

I have found that The White Trade Show is one of the most relevant fashion/trade shows today and is getting much more important year after year. In this show, the coolest and most innovative brands and designers from all over the world show their latest collections to buyers and manufacturers. Also many designers come to see new fresh ideas and emerging talents.
As it is on at the same time as Fashion Week, the kind of people you see there are the professionals that work in this sector.

There is also an interior design concept that takes place at “Superstudio piu” spaces at via Tortona, the fashion quarter in Milan right in the middle of the showrooms, the coolest restaurants and stores.

Kathy Kiefer



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