Livia Firth wears Giorgio Armani
Livia Firth wears Giorgio Armani

02 Mar. 2012


White Milan's lastest edition, held in Milan Zona Tortona between February 25-27, registered a total of 15,770 visitors (a 3% increase compared with February 2011). The number of Italian buyers increased (+ 2%), as did Chinese and US visitors. Russian and Japanese buyers remained stable while buyers from Central Europe decreased.
The six areas of the new edition included Basement, Talents for White, Inside White, White Beauty and "White Goes Green With C.L.A.S.S." and totaled 360 exhibitors. The “C.L.A.S.S. Eco-Library” area presented the dress designed by Giorgio Armani for Livia Firth, wife of Academy Award-winning actor Colin Firth and eco-lifestyle fan. This unique creation, recently worn during the Golden Globes award show, was made with Newlife™ sustainable yarn developed by Filature Miroglio.
The first White New York edition held between February 20-22 at The Tunnel (in collaboration with Enk International), included 48 contemporary fashion brands and was visited by over 1,000 buyers including Bloomingdales, Neiman Marcus, Ron Herman, American Rag, Baycrews, Scoop and Jeffrey. The internationalization strategy chosen by the show received positive feedback.
Among the exhibitors, David Agus, CEO of Ter et Bantine, said, "The feeling was to once again become the new pioneers of the real Made in Italy: one of laboratories and creative workshops that make quality and craftsmanship their reason for living." According to Tom Nastos, president of Enk International, "White exhibitors were welcomed with enthusiasm by American buyers and by those coming from other parts of the world."
Maria Cristina Pavarini

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