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b2b Magazine
21.06.2018 | Альбина Весина

Milan success of the WHITE Show

Milan has registered another record of the company WHITE: for three days of shows, from June 16 to 18, the number of visitors to the exhibition exceeded 8,800 people.Among them were representatives of large retail chains, buyers, and ordinary buyers. And online publications of the event on social networks around the world were viewed by more than 200 thousand people.



The importance of parallel work with both traditional shows on the catwalks and in exhibition halls, and with thematic collections, for example, on Instagram, is realized today by everyone from manufacturers to organizers of shows and exhibitions.


Comments the founder of WHITE Massimiliano Bizzi: "A lot of work has been done to develop a formula that can innovate in our sector and make it more modern.Already preparing for the Men's Fashion Week, held in Milan in June, we realized the need to go beyond compact shows and shows, and therefore a new feed formula was introduced, including b2b and b2c formats.



On the one hand, the trade show was based on research and international ideas at Tortona 27 Superstudio Pi with bright brands: Matthew Miller (special guest), Abasi Rosborough (special designer), Sagittaire A (special project), AVAVAV, WRAD and IH NOM UH NIT, – who charmed both the press and the fashionable public.On the other hand, WHITE did not forget about the importance of showrooms and expositions, such as Vald Agency, Six London, Baltimore Studio, as well as Tomorrow London Ltd for the project Athleisure: AHEAD of The Function Room.


Comments Cristina Tajani, Fashion, Design and Production Advisor of the Municipality of Milan: "With WHITE we immediately agreed on the main thing - the need to rethink the presentation of men's fashion and find a new formula to make the most of the close connection with the city and those who inhabit it, which means that it will wear what the designers created.

Success would not have been possible without the participation of the best international retailers, such as Barney's, Beams, Bloomingdale's, Harvey Nichols, Isetan, Le Bon Marchè, LN-CC, United Arrows, Takashimaya, Printemps.


Photo: WHITE press service