A few weeks ago, we were in Milan to discover White, the benchmark ready-to-wear trade show. Just a few days away from a global health crisis, the show succeeded in its challenge, despite the impact of the Coronavirus crisis. White confirms its position as a talent spotter and the world’s leading ready-to-wear show.
The first three days of the show saw participation in line with the February 2019 edition. The best buyers, also Italian, are back, looking for consolidated, cutting-edge brands with an emphasis on quality and Made in Italy. Obviously a drop on Sunday, which has traditionally been the key day of the event, due to the alert issued by the Ministry of Health and Regions.
WHITE and the Tortona fashion district are once again among the main driving forces behind Milan Fashion Week. It’s no surprise that the first three days of the show were aligned in terms of presences also abroad (+ 9%), with the previous edition (February 2019), an encouraging result, compared to the general situation of other players, who were affected by the global situation. The last day of the show, Sunday – which has always been crucial in terms of participation rates – was marked by a growing alert, which in turn caused a drop in attendance: indeed the show fell from 25,256 visitors in February 2019 to 20,757 spectators in February 2020.
Nevertheless, the mood was upbeat. Major buyers, both international and Italian, returned and bought mainly from small and medium-sized companies, whose premium quality results from a short, responsible supply chain. Insiders appreciated the emphasis on talent sourcing, and the mix of brands at Tortona 27 Superstudio.
WHITE relies on dedicated international scouting, increasingly in tune with different Italian and international cultures, with an emphasis on Made in Italy and sustainability as levers to trigger a real evolution, from textile production to end-users.
Massimiliano Bizzi, founder of WHITE, said: « We’re going through an unprecedented period for the fashion industry and the entire production and distribution network. This is an indication of changing times, and the coronavirus emergency reiterates the importance of focusing on production models, showing that certain behaviors are outdated in many respects. From now on, a focus on sustainability is essential. Despite the urgency of the last two days, we can only be satisfied that small and medium-sized companies with short supply chains are starting to blossom again and attract the attention of buyers, which in turn brings them to end-users ».
At a time of great change, WHITE stands shoulder to shoulder with Italian and international companies as they face up to a complicated situation.The show was able to count on major institutional support with the presence of the Lombardy Region and the Municipality, and Milan Mayor Beppe Sala , who visited the show and declared: « Since the first time I visited WHITE, I’ve been impressed by the quality, verve and atmosphere of the show. Today, to support businesses in the sector, we need to broaden our horizons and look beyond mere economic and financial balance; profit alone is not enough, these days sustainability, which WHITE has been tackling for some time, is the most topical issue guiding our lives. Still at a tense moment for the industry, we have to accept the consequences of the problem created by the Coronavirus, which is affecting the fashion system. Fashion is a key factor for Milano, and WHITE stands by the small and medium-sized businesses that are the driving force behind this system. The municipality aims to pursue a collaborative approach with other institutions and agencies, for example the Lombardy Region, thanks to the dedication of the Department headed by Cristina Tajani. There’s a lot to be done, but when we join forces to support a sector like fashion, everything becomes easier, even when adversity strikes.
An impressive turnout and great interest from visitors to the exhibition-event at 10 Corso Como Tazzoli dedicated toMaison ARTC; the Moroccan designer and special guest of WHITE was honored by Beppe Angiolini, owner of boutique Sugar, with CBI – Camera Buyer Italia for his sustainable and inclusive fashion, composed of unique pieces inspired by art and slow fashion. A brilliant example of the evolution of the fashion industry. The quality of the proposal and the scouting confirmed the show’s format: buyers and press were impressed by the novelties in the basement with Palomo Spain (special designer), Salar Milano (special project), and collaborations with international showrooms such as YouConcept and Nob, which brought a selection of international creative talent to Milan. GIVE A FOKus also grew, namely the WHITE Milano cultural center dedicated to climate awareness and sustainability, organized by Matteo Ward, who staged an impressive installation developed with the support of the Albini group and Albini Donna, Phillacolor, L.I.M. Jeans group and boyish fabrics.
Claudio Betti, owner of the Spinnaker boutique, recognized the creativity of Spanish brand Maison Etnad, which won the Inside White award for its innovative bags and accessories.
WHITE continues its strategy of internationalizing the Italian company through a number of areas dedicated to Italian craftsmanship (selected with Confartigianato Imprese at Tortona 31) and the Focus on Sicily project (exhibited at Tortona 31 – 35). Thanks to collaboration with Regione Sicilia – Department of Productive Activities funded by Azione 3.4.1 PO FESR 2014/2020, WHITE presented 41 brands from Sicily, exhibited in Tortona’s fashion district.
WHITE is supported by MISE, MAECI and ICE – Agenzia, in partnership with Confartigianato Impreseunegis under the aegis of the Municipality of Milan.
