Call it fashion’s version of a student exchange program: US-based trade show producer ENK International and White, the Italian trade show producer, announced this morning that they have entered into an agreement to bring Italian brands to the American market and, conversely, American brands to Italy.

The program will debut in New York at the February 2012 edition of ENK’s Coterie womenswear show, which will feature more than 50 apparel, accessories and footwear brands from White among its current mix of 1,400 brands. The first 2012 edition of White, meanwhile, will feature a special area called Coterie@White at its location in Milan.
ENK's Coterie womenswear show
ENK's Coterie womenswear show

The partnership will expand later in 2012 when White Men debuts at the July edition of ENKNY, ENK’s New York-based menswear show. In addition, White also will participate in the March 2012 edition of the newly launched ENKCHINA show in Beijing.

“This is a game-changer in terms of accessibility and responsiveness to retail buyers’ needs. ENK is committed to growing globally by bringing collections to the United States as well as delivering American brands to other countries such as we did with ENKCHINA. Procuring exclusive agreements with other trade shows is forging the way,“ says ENK International’s chairman, Elyse N. Kroll.

“Our goal is to make it easy for Italian and international brands to expand to the American marketplace. ENK is the ideal partner for us because we share the same vision in fashion and business,” says Maximiliano Bizzi, owner and founder of White.

Kroll founded ENK International 30 years ago. It currently holds 21 shows per year (16 in New York, four in Las Vegas and one in Beijing). White was founded as an intimate boutique show in Milan in 2000 and each of its shows typically feature approximately 350 exhibitors.