White Milano has successfully closed its latest edition held from 17 to 19 January 2015 in Milan’s Spazio Ansaldo and Zona Tortona areas. It registered +34% buyers and hosted 20% more brands compared to last year’s January 2014 edition.

The show registered a 22% increase of foreign buyers and a plus of 40% from Italy. Most significant was the presence of Italian buyers, followed by Japanese, Korean and Chinese.

This edition gave significant attention to new classic and urban street fashion and music.

On its opening night, on 17 January, the show hosted the KG White Milano event featuring rap singer Marracash, who revealed his new CD album before its official launch on 20 January. On that same night Slam Jam, Italian distribution company of the Carhartt and Stussy brands and talent scout of international streetwear brands, presented a photo exhibit dedicated to 1970s London images.

A highly interesting area was the one dedicated to special Adidas Originals collections such as, for instance, Adidas Originals Blue Collection, Superstar and Tubular. Also on show were innovative brands such as Neighborhood, Hyke, Reebok’s Reserve, Nasir Mazhar and Patagonia collaborating with Collection Privée?.
Other brands included those selected by Milan’s Fattore K multibrand showroom that presented Todd Snyder + Champion, Champion Reverse Weave, Nemen, Bevilacqua, Archivio by Romano Ridolfi and Big Uncle.
Fashion designer Maurizio Pecoraro also participated and launched his women’s collection preview for f/w 2015/2016.

The White Glasses project presented a series of research eyewear brands in the Via Tortona 54 area. Among them, Saturnino Eyewear, a newborn eyewear brand by the Italian musician Saturnino, debuted. In the same pavilion they also presented a series of independent research apparel brands such as, for instance, MSBHV.

“The energy we all breathed in Florence and Milan proves that our system can attract the best international buyers,” Commented Massimiliano Bizzi, founder White. “These extraordinary results achieved by White give us the consciousness and enthusiasm to pursue the strategy we have started.”