The last edition of White Women's Pre-Collections + Menswear held from 18 to 20 June 2016 registered 6,000 visitors, 20% more than in June, 2015.
Foreign buyers also grew +20%, especially from Far East with +18% from Japan and +15% from China. Also helping their international growth rate was their Time Award contest, focused on supporting upcoming designers, and the collaboration with Danish trade show Revolver. The visitor number from the US also increased, reaching +13%, and from Russia counting +26%, compared with last year's edition.
“White's strategy, thanks to its collaborations with institutions such Milan city and ICE, is already showing the first positive results," commented Massimiliano Bizzi, president of White. "Tortona Fashion District is today a reference meeting point for buyers during the Milan Fashion Week, also thanks to Italian Fashion Chamber and Italian Fashion Buyer Chamber."
The show presented 250 brands (185 were women's pre-collections) that attracted over 6,000 buyers (+20% foreign buyers and +13% Italian buyers). Top buyers visiting this edition were H Lorenzo (Los Angeles), Need Supply (Richmond), Hotoveli (New York), Gallerie Lafayette (Paris), Isetan and United Arrows (Tokyo), The Cartel (Dubai), Margreeth Olsthoorn (Rotterdam), Sprmrkt (Amsterdam) and Bosco Dei Ciliegi (Moskow).
Among interesting brands participating in the show were Vivetta, Semicouture Labo.Art, Act N°1, Imjit and special guest Acynetic, newborn project of Adriano Goldschmied.
As part of the collaboration, twelve Northern-European brands also participated in the show including Wood Wood, Uniform For The Dedicated, Henrik Vibskov, Sandqvist and Soulland, who was also special guest and protagonist of a show on the street in collaboration with Inner store, a newly opened boutique by Claudio Antonioli.
Winners of Premio Ramponi, an award focusing on designing accessories, was Francesca Castagnacci. Time Award, organized in collaboration with main partner Lancia, Italian Fashion Buyer Chamber - The Best Shop e ICE and Milan city organization were Matteo Thiela and Simone Vera Bath, among others.
The special exhibition “Denim R-Evolution” curated by Don The Fuller brand presented the last 30 years of the history of jeans as seen through different treatments developed for the well-known indigo denim garment. “Since 2010 jeans started their ecological era when the industry introduced eco-friendly denim without damaging its image," commented Mauro Cianti, CEO, Don The Fuller from Corropoli (Teramo). “That was the beginning of an era of eco-friendly sand treatments, Oeko-Tex ageing and zero water washes."