White, the woman’s apparel show held in the Tortona Fashion District from September 21-24, 2018, was successful as a highly energetic atmosphere pervaded there. Confirming the positive mood of the event was its record number of over 27,000 visitors, 5% more than a year ago. There were also 13% more foreign visitors while the number of Italian ones was slightly less, -2% than a year ago.

White opening
Photo: White
White opening

The show hosted an increased number of 562 exhibitors (of which 375 were Italian and 187 foreign). Among its different areas, one of most interesting areas was Tortona 31-Opificio, a section hosting different independent locations, including two pop up stores–Fiorucci, debuting officially in its homeland Italy after its relaunch (also see: https://www.sportswear-international.com/news/stories/Trade-Show-Discover-what-Fiorucci-is-up-to-next-14318) and the Belgian designer duo A.F. Vandevorst celebrating their brand’s 20th anniversary.

A.F.Vandevorst pop-up store
Photo: SI Team
A.F.Vandevorst pop-up store

A wide mix of products, brands and segments was presented. Among them also important showrooms of the Fila, Ilaria Nistri and Forte_Forte brands participated the Showroom Connection initiative which unveiled some special off- and online collaborations.

 

Mia bag at White
Photo: SI Team
Mia bag at White

“White has completed its path through the Tortona Fashion District by presenting a new exhibiting format keeping its pace with time,” said Massimiliano Bizzi, founder of White. “Today the Tortona area is a true fashion district, a project we have always believed in creating since when we started this event. Thanks to our synergies with the city’s institutions and other Fashion Week ongoing projects, Milano and White are reference points for international fashion insiders, a fact that is confirmed by the increased presence of foreign participants to our show.”

 

Roy Rogers at White
Photo: SI Team
Roy Rogers at White

Among special projects of this edition were collaborations with international events and associations. White joined forces with Flanders DC (Flanders District of Creativity), and presented “The Belgian Focus,” a selection of seven emerging Belgian woman’s fashion brands, bearing witness that after the renowned Antwerp Six established themselves in the 1980s, a new talented breed is ready for the market. The participating seven were Ophelia Lingerie, Marylène Madou, Studio Collect, Morobé, Lies Mertens, Mooiloop and Helder Antwerp.

Roy Rogers at White
Photo: SI Team
Roy Rogers at White

Another collaboration just launched was “White & Modefabriek: Talents from the Netherlands” carried ahead with the Dutch show and involving brands such as Femmes Du Sud, Ruigrok Vd W, Kings Of Indigo and Daily Paper, among others.

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