The last edition of White Milano, held from 22 to 25 September, has closed successfully registering a good affluence of visitors in terms of quality, quantity and internationality, as explained by many show’s exhibitors.





The event actually registered the presence of 16,000 visitors, 23% more than in 2021 and +18% more international buyers, when compared with the correspondent edition of last year, despite still not many Asian buyers could not participate the show.

White Milano
Photo: White Milano
White Milano
Various significant buyers from the world’s chief department stores and retail groups were there, like, for instance, Al Tayer UAE, Bergdorf Goodman New York, Harvey Nichols Kuwait, Bloomingdale’s New York, Galeries Lafayette Doha, Ounass.com, Beymen Turkey, MatchesFashion. com, David Jones Australia, CNTRBND Canada, The Collective India, but also Apropos Koeln, Opener Korea, Vertice London, The Library UK and The Edit Dubai among others.





Some top brands exhibiting in the event there were Dreaming, Eliby Elisa, Marshall, Columbia, Didu, Windowsen, Maktoub, Who Decides War, Polite, Teddy Von Ranson, Darkai, Simon Cracker and Kidsuper, Emerging Designer of the Year for the Council of Fashion Designers of America, Swarovski and Pierre Mantoux presenting a special capsule by Carine Roitfeld.





A vast selection of international talents from Saudi Arabia, the Netherlands, Brazil and South Africa have presented interesting examples of their fresh creativity.

Imprint Sudafrica
Photo: White Milano
Imprint Sudafrica
WSM-White Sustainable Milano also hosted a series of activities focused on highlighting the importance to source, produce and act sustainably. 





Among the different initiatives, The Circular Stage offered a rich program of talks and workshops, discussion panels, as well as essential educational and informative sessions. International protagonists of the technological and digital transition discussed topical themes, such as digital passport, greenwashing, innovative materials and technologies, regenerative agriculture and the new frontiers of retail. 




The format was developed in synergy with Giusy Bettoni, founder and CEO of C.L.A.S.S. Ecohub strategic partner of the event, while Cittàdellarte - Fondazione Pistoletto was sustainable partner of the initiative.

Hul Le Kes
Photo: Hul Le Kes
Hul Le Kes
Participating in this section of the show were some brands able to develop new virtuous collections showing positive examples of integration between the industry value chain, digital innovation and respect for the environment. Among them there was the Dutch brand Hul Le Kes that offered pieces all made from fabric dead stocks, then dyed with natural origin substances only. Moreover, each garment of this brand carries a paper passport that describes all the productive passages and origins of the materials used for producing each single piece of clothing.




In this same area, Vitale Barberis Canonico, the hat brand  Cappellificio Biellese 1935 and the backpack brand Mirantico presented a capsule collection of products made with H.O.P.E. responsible fabrics by  the premium wool fabric manufacturer with the aim to offer a line of products that is sustainable–from raw materials to manufacturing.
Vitale Barberis Canonico collaboration
Photo: Vitale Barberis Canonico
Vitale Barberis Canonico collaboration
Another virtuous enterprise showcased was Toyoshima, a global textile group that has developed a special made in Japan productive technique use to produce fabrics characterized by alternative hues as obtained by reusing food waste.
Edmos
Photo: Maria Cristina Pavarini
Edmos
Also focused on sustainability were brands like, for instance, Tovari, a sustainable Italian brand offering a total look characterized by essential unisex pieces made with organic cotton and dyed with natural origin dyeing substances such as indigo, nut and woad, a plant growing near, Tevere the river that crosses Rome.




Very innovative were also the colorful bags presented by Pe De Chumbo, made by recycling old PET bottles through a special technique.

Pe De Chumbo
Photo: Maria Cristina Pavarini
Pe De Chumbo
Strongly caring for high-craftsmanship and customization were, for instance, two Made in Italy brands - Maurizio Miri and Maurizio Massimino. Maurizio Miri offers carefully tailored hand finished blazers for men and women. Maurizio Massimino, instead, presents a vast selection of jeanswear pieces, tops and jackets also carefully manufactured in Italy made using Italian top-quality fabrics and locally made finishings.





Also very successful was Plus, Italian company specialized in high-definition printing systems used to customize and personalize garments and footwear upon request for stores, retail chains and brands.





“This last edition of White Milano shows that the new path we have taken is bearing fruit. A great deal indeed, beyond the expectations of a sector that, despite being put to the test by recent events, is proving to be able to react with fortitude,” commented Massimiliano Bizzi, founder, White.

Massimiliano Bizzi, founder White Milano, (center) at White opening ceremony
Photo: White Milano
Massimiliano Bizzi, founder White Milano, (center) at White opening ceremony
“White represents a clear response to the needs of the brands and of the buyers, which keep on boosting the constantly evolving fashion industry. The quality of the brand mix and of the creative talents, the power of the innovative contents, and of the exceptional formats have turned out to be successful and capable of attracting the best buyers and insiders. Our vision leads to ongoing growth,” he added.





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