Kicking off one day earlier on Friday, September 22, 2017 instead of the usual Saturday, the latest edition of White Milano show was successful. Despite its slow start on the first day, the event was busy until its closing hour, on September 25.

The offer of brands was very wide and included many denim and upper sportswear collections such as, for instance, couture and sculpture-like creations by Salvatore Vignola, and cool-chic dark denim looks by Roy Rogers. On a totally different direction were also eco-friendly denim feminine dresses and shirts by the German-French Happy Haus.

Salvatore Vignola
© SI
Salvatore Vignola
Roy Roger's
© Leonardo Salvini
Roy Roger's

Many Made in Italy jeans brands added extra value to the show’s offer. Among them there were two from the manufacturing hub in Urbania, also known as the “Jeans Valley”, in Central Italy. Atelier Cigala offered denim bottoms along with vertically striped fabrics, linen and aged-look cotton pieces. And Haikure presented a more fashion-minded image completed with denim patchwork detailing, alternative styles like plissé skirts or perfectos–all in denim as well as a wide range of denim–from light blue to dark hues and yellow variants.

Haikure
© SI
Haikure
Haikure
© SI
Haikure

Focused on sporty-chic inspiration was P.E Nation (whose name stays for Physical Education Nation), an Australian brand founded about a year ago. This premium street and sportswear collection offers tracksuits with side striped band applications and contrasting color effects. Also part of the collection is a newborn line of denim pieces completed by sporty and energetic color trimmings.

P.E Nation
© SI
P.E Nation

There were also interesting footwear-brand debuts. Etonic, a US historic sneaker brand founded in 1876 that’s now distributed Europewide through the Italian company Hi Trade, offered its bright color contrast upper running sneakers. Italian shoe brand Barleycorn launched a new series of sneakers for women. Many of them carry an elastic sock attached directly to upper and sole of the shoe. And Italian luxury shoe brand Casadei launched a new line of platform shoes in new geisha style variants, made with shiny silk uppers, as well with nets and bright colored uppers.

Etonic
© SI
Etonic
Barleycorn
© SI
Barleycorn
Casadei
© Sebastian Reuter for White Milano
Casadei

I’m Isola Marras, the second line of the designer brand Antonio Marras, presented a special capsule collection designed by Rocco Effisio Marras, son of the brand’s namesake Sardinian designer. The new collection is the second one carrying Rocco’s signature, concentrates on sporty white cotton pieces carrying black contrasting detailings an artistic photos taken by the young designer and, directly printed on the fabric.

I'm Isola Marras
© SI
I'm Isola Marras
I'm Isola Marras
© SI
I'm Isola Marras

Opinions from exhibitors about White were different but most brands were satisfied. “We have participated in various editions, though especially at this one, we’ve seen many retailers willing to change their boutique’s offer, risking to include a more varied selection of products and no longer only focused on selling always the same brands”, said Ermes Blasi, sales manager at Haikure. “Retailers have understood they have to change their skin and risk more. Here we met many of them.”
Carola Aste, sales manager at Indigofera, the distribution agent for P.E Nation and other brands, saw things differently: “We have met many retailers here, though only a few of them were right for us as we focus on high-end ones only. I don’t think that the show’s longer duration can attract more up-market buyers. Though we are also conscious that we shall also sharpen our strategy for reaching our targets.”

Sshena catwalk show
© Sebastian Reuter for White Milano
Sshena catwalk show

Massimiliano Bizzi, founder and president of White, was very satisfied with the show. He said: “This edition’s results, achieved also thanks to the timing, extended to four days, make us starkly aware of what White represents today and also how much business potential Milan represents when there’s cooperation and a shared strategy”, referring to the agreement started among different trade shows and catwalks happening in the same days as part of the new Milano XL cooperation initiatives.

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He added: “Milan is as open to fashion as never before and White has enthusiastically taken up the challenge. Our new locations, our collaboration within Camera Italiana Buyer Moda, and the outstanding fashion show by Ssheena, an upcoming designer we selected that closed Milan Fashion Week by having models walking along Piazza Duomo, have shown the active role trade fairs play both for the Italian fashion system and for the city.”

Sshena fashion show finale in Piazza Duomo, Milano
© Sebastian Reuter for White Milano
Sshena fashion show finale in Piazza Duomo, Milano


Another reason of pride for the show was a recently announced launch of its new B2B platform–Style Routes to Shanghai–that will happen in Shanghai from October 13-15, 2017 as a collaboration with Confartigianato Imprese, the Italian Ministry for Industrial Development and Agency ICE. The event will bring 56 Made in Italy brands to exhibit their collections in China.



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