The sixth edition of White Homme, June 20-22, in Milan drew 44% more buyers than its show a year ago.

The event, held at the 9,000-sq.-meter Superstudiopiù and 1,000-sq.-meter ex-Ansaldo venues, registered 3,300 buyers, with 52% more Italian and 25% more foreign buyers in attendance. In all, there were 110 brands, including 84 Italian and 26 foreign brands, on site.

“Our commercial strategy and brand mix, accurately selected, drew great attention from buyers and insiders,” said Massimiliano Bizzi, Preisdent White. “I think our modern formula and exhibitor layout, and special appointments including music ones, were especially captivating.”

The event program offered music concerts, DJ sets, parties, performances, and a talk featuring Ciro Paone, Kiton menswear owner, and Beppe Angiolini, President of the Italian Buyers’ Chamber, on the importance of tradition, quality and beauty.