White Milan attracts more than 22,000 visitors

Womenswear tradeshow White Milan has revealed a 10 percent increase in visitors for its recent September edition, with more than 22,000 attendees.

White Milan, which took place September 24-26, attracted 22,176 visitors, with a 5 percent growth in buyers attendance, with a 2 percent increase among Italian buyers, as well as a 16 percent rise in international buyers, mainly from Japan, China and Northern Europe, however organisers did add that the number of buyers form the United States has also gone up.

The growing international appeal comes as the tradeshow launched five new sections in collaboration with the ICE-Agency for the promotion and internationalisation of Italian enterprises, and increased its floor space by 12 percent to 22,000 square metres to showcase more than 500 exhibitors, of which 346 were Italian, while 164 were foreign brands, a 32 percent increase on previous editions. Among them were also 200 debut brands.

Founder of White, Massimiliano Bizzi, said: “This wonderful edition of Milan’s fashion week was marked by positive energy, thus confirming the important work performed by the institutions. White, through the growing attendance rates, but also its great and ongoing renewal commitment, has shown to be the reference point for womenswear. Bearing this in mind, we are already working on the next edition.”

One of the biggest draws was the WhiteEast section dedicated to Chinese contemporary fashion, including brand Jinnnn. The section was sponsored by Italian online retailer Luisaviaroma, who selected 4 emerging brands among the 10 presented in the section dedicated to young Chinese talents. The collaboration between White and Luisaviaroma will continue through October during Shanghai Fashion Week, where the selected designers will be available exclusively as online pre-orders on the site.

The next edition of White Milan will take place January 14-16, 2017.

Images: courtesy of White Milan