White Milano, January 2012
White Milano, January 2012

20 Feb. 2012


Today White Milano is starting its first US edition in collaboration with the Coterie. The Italian womenswear and menswear show that runs four main events per year will debut today in New York at The Tunnel (28th Street – 11th Avenue) and host about 45 brands.

Another international premier will take place from March 26-29 at Beijing's New China international Exhibition Centre in China with Chic, the only Chinese upmarket fashion trade show. The event will host about 15 companies mostly organizing appointments with potential distributors.

"Both initiatives are aimed at bringing visitors to Milan, rather than expanding in the US and China," commented Simona Severini, general director, White Milano. “Our intention is to recall greater attention on Milan as an international key fashion destination."

The upcoming edition of White Milano taking place from February 25 -27 at the Zona Tortona area will show what Milan has to offer in terms of research, quality, innovative products and brands. The show will present 360 exhibitors, including 35% foreign companies from 20 countries and with a newcomer rate of one third.

In addition, a special event dedicated to protagonist Uma Wang, an internationally well reviewed and upcoming Chinese designer, will take place on February 26 at the prestigious Palazzo Reale in Milan.

Maria Cristina Pavarini

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