Via Tortona 31 storefronts are the backdrop for the new WHITE Show exhibition format
The 2019 edition of WHITE Milano closes with nearly 28,000 visitors, 550 brands on display, and a 9% increase in foreign buyers. This demonstrates a path of unstoppable growth for the womenswear show. Every year, Tortona becomes the epicenter of women’s fashion through a creative combination of brands that highlights Italian and international companies.
For the first time, Archiproducts Milano’s storefront has turned into a frame for Lombardy’s top retailers’ legacy at Contemporary Windows. This new exhibition format has been created by WHITE, Camera Buyer Italia, and the Lombardy Region to bring together buyers and luxury multibrands.
Browse the gallery of the event
Twelve top buyers selected by Camera Buyer Italia, in turn, chose 12 brands to exhibit within Archiproducts Milano’s windows. These brands included: Banner (Milan) with Bethany Williams, Base Blu (Varese) presenting Alessandra Rich, Bernardelli (Mantua) together with Jejia, Biffi (Milan) with Eudon Choi, Cose (Cremona), and MCLXX Street Couture. Further, Il Sellaio (Casatenovo) with Rotate, Lattuada (San Vittore Olona) and Ganni, LungoLivigno (Livigno) with Alanui, Mantovani (Carate Brianza) together with Saloni, Penelope (Brescia) and Natasha Zinko, Rail (Brescia) with Marine Serre, Tony Boutique (Magenta) with Stand, and Tessabit (Como) together with Nanushka.
Each Lombard shop told its own story through multimedia installations, while the first floor welcomed members of the international press and womenswear professionals. “The Lombardy Region strongly supports initiatives like this,” says Alessandro Mattinzoli, City Council Member for Economic Development, “especially in a leading sector such as fashion, where Lombardy excels both in terms of the high quality of the producers and key trade fairs, giving prestige and visibility to the sector. These are opportunities for growth, also because of their major international appeal.”
“This is an extraordinary edition, not only for the significant increase in foreign buyers but also and above all for their high-quality level,” says Massimiliano Bizzi, Founder of White. “This remarkable achievement comes from Whites’ excellent teamwork, where staff selected a combination of brands capable of reaching our set goals, bringing SMEs to the forefront, and enhancing the production chain. It is an important result for us and the companies working with us. Today, Milan is experiencing a moment that is vital for the whole fashion system. Together, all of us in this industry must seize this opportunity. In my opinion, cooperating in fashion must be the new fashion.”
Top international buyers who participated in the 2019 edition of the womenswear show included: Le Bon Marché (Paris), Galeries Lafayette (Paris), Harvey Nichols (London), Selfridges (London), and El Corte Ingles (Madrid) for Europe, Intermix (New York), The Webster (Miami), Bosco Dei Ciliegi (Moscow), Helene Marlen (Kiev), I.T. (Hong Kong), Club 21 (Singapore), Isetan (Tokyo), Al Ostoura (Kuwait City), and Be More (Dubai).
