Boom of attendance at WHITE Milano. Over 13,000 visitors, 85% of whom were buyers.
After the stalemate of fashion weeks in recent seasons, the event was able to connect the city thanks to a program particularly rich in content, happenings, talks, installations happening in Tortona Fashion District and across the whole city with over 30 activations of Milano Loves Italy. The highlight of WHITE Show was the unexpected performance of the Italian singer- songwriter MADAME, who interpreted a brand new version of Sign o’ the Times by Prince, the song chosen as the theme and inspiration for this edition.
Foreigners returned to the fair with qualified and relevant attendance, even from non-European countries with names such as Lane Crawford (Miami, Los Angeles), The Webster Miami, Al Tayer Group, matchesfashion.com, Voo Berlin, Majid Al Futtaim (United Arab Emirates and Cairo), Galeries LaFayette (UAE) Apropos Koeln (Hamburg), Solis Lyon, just to name a few.
The 7 events organized by WHITE in Tortona 27 and 54 fueled this edition with a positive energy with international partners such as British Fashion Council, The Face Magazine and Vogue Italia with the Future Fashion Innovation event, just to name a few.