Another good edition of WHITE closes with an increased bilan and the urban catwalk


Dear Shaded Viewers,

WHITE closed the September edition with a bang, there were 26,611 visitors and an increase in buyers by 31% and visitors by 20% so the WHITE strategy with buyer-oriented events in collaboration with the Municipality of Milan and WHITE’S partnership with Confartigianato Imprese is working. With the overall increase 31% for buyers it is interesting to note is that Italian buyers are up 22% while foreign buyers are up 40%.


«This edition’s numbers, achieved also thanks to the timing, extended to 4 days, make us starkly aware of what WHITE represents today and also of Milan’s potential, when there’s cooperation and a shared strategy – so Massimiliano Bizzi, Founder of WHITE – Milan is as open to fashion, as never before and WHITE has enthusiastically taken up the challenge. The two new locations in Tortona 31 and within Camera Italiana Buyer Moda, and the outstanding fashion show, have shown the active role trade-fair plays both for the Italian fashion system, and for the city».

SSHEENA’S urban catwalk caused a sensation with the spectators that crowded into Piazza Duomo. Sabrina Mandelli is the creative talent behind the brand SSHEENA which was selected as the Special Guest and the protagonist of the Urban Catwalk. The catwalk started inside Sala delle Cariatidi in Palazzo Reale and then proceeded to the Piazza Duomo where it was enjoyed by the public. Thanks to the support and organisation of the Ministry for Economic Development, ITA, Italian Trade Agency, Confartigianato Imprese, WHITE’S partner and of course the Municipality of Milan. The Government is deeply aware of the role that fashion plays with the Italian economy.

The success of this edition was due in part to the extra day and the new location in Tortona 31/Archiproducts and of the exhibiting area within Camera Italiana Buyer Moda. The consolidation of Made in Italy brands provided a great showcase in the right international window.

The Ramponi award ceremony put the focus the creative talent of Efisio Rocco Marras, author of the new course of I’m Isola Marras, and Special Designer at the trade-fair, on show at Camera Italiana Buyer Moda.

The WHITE LOUNGE showcased what Made in Italy is all about…fine craftsmanship and quality. WHITE proved a big success this edition and looks forward to greeting you again next edition.





Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.