From 14 to 16 January 2017, White will hold its Man & Woman edition in Milan’s Tortona Area. The trade show, currently the only event showcasing womenswear previews during the menswear collections, will host 270 brands (+18% more than in January 2016). Out of its total exhibitors, 197 will be womenswear collections including 90 from foreign countries.

This edition’s special guest is the Danish brand Wood Wood, that will also be protagonist of a catwalk show, to be held on 16 January 2017, as part of the calendar of Milan Menswear Week thanks to a collaboration with the Italian Fashion Chamber, and with Copenhagen’s fashion tradeshow Revolver, in the framework of the project Revolver Inside White.

“We are very happy to be part of this collaboration with White,” commented Karl-Oskar Olsen, co-founder of Wood Wood, together with Brian S.S. Jensen. “We founded this brand in 2003 in Copenhagen with the aim to establish a bridge between streetwear and high fashion. We have also created many collaborations with renowned brands such as, for instance, Nike, Adidas, Fred Perry and Disney. Our brand is sold to 50% men and 50% women, sold to 30 countries worldwide, and we have already opened five flagship stores in Scandinavian countries. We are happy to be in Milan with this catwalk as we will celebrate our 15th anniversary in Milan in 2017.”

The AM Crew.
© The AM Crew
The AM Crew.


For the occasion, White will host a selection of Danish and Northern European brands and, for its upcoming February 2017 edition, Revolver will host a selection of brands exhibiting at White Milan in Copenhagen.

“In the market a trend is becoming more and more evident: on the one side low price brands are becoming always more lower, and, on the other, higher ones are betting to grow always higher,” commented Maibom. “We think that Scandinavian brands can offer great products at a very good-price-quality ratio. The Italian market is rather very strong in the upmarket segment, but misses what is positioned between the market’s two extremes. I think Scandinavian brands can fill this gap very well meeting the Italian market’s taste and missing medium priced products.” The show will also host another Scandinavian brand, the Finnish brand Aalto, to be hosted as Special Guest of the show’s Only Woman section.

AALTO spring/summer'17 precollection.
© AALTO
AALTO spring/summer'17 precollection.


As part of the Man & Woman section, interesting brands worth seeing include Esemplare, Made-in-Italy sporty-chic menswear brand, Transit Uomo, daywear clothing line combining premium raw materials and comfort and Oof’s outerwear. Also worth seeing are Self-Portrait, OMC, 8PM and Twins Florence.

The “Italian DNA Exhibition” will be dedicated to Made-in-Italy design and manufacture. It will feature Botto Giuseppe, yarn and fabric manufacturer, collaborating with designer Maurizio Miri. The exhibit is curated by art expert Maria Luisa Frisa.

Twins Florence fall/winter'16.
© Twins Florence
Twins Florence fall/winter'16.


A special charity project between White and MAP Communication will grant visibility and new opportunities to enterprises from Italy’s Marche region, areas damaged by some recent earthquakes. In January and February 2017, White will host three Food & Wine areas. A selection of typical food and wine companies coming from the territories hit by the quake will be able to exhibit for free inside the show.

For more information on trade shows check out DFV Group’s expocheck.com.