By  on July 24, 2007

MILAN — Fashion trade show White will expand its offer into men's wear in January.

The seven-year-old show, which traditionally has exhibited women's ready-to-wear fashion and accessories collections biannually here during women's fashion week, is set to branch out its reach to the men's fashion market.

The first men's edition of White, scheduled for Jan. 14 to 16 in Superstudio Piu on Via Tortona, will run concurrent to the Milan men's fall-winter 2008-2009 fashion shows. Dates for the second edition are confirmed for June 23 to 25, the same time as the Milan men's runway spring-summer 2009 collections.

Organizers of the show, Massimiliano Bizzi and Carlo Mariani, said at a news conference here that White's men's shows also would encompass women's rtw pre-collections. They added that both White's men's and women's shows would have shortened three-day runs and would eventually be expanded to other locations near Via Tortona. Milan's city council has pledged to lend the organizers extra exhibition space.

"We believe in the fashion industry in the city of Milan and we want to enrich the buyer's experience with White," Mariani said.

They denied that White's men's trade shows would be a competitor to Florence's Pitti Uomo. "We are going after a nice section of the men's market that simply doesn't exist at Pitti," Bizzi said.

Though Bizzi said he didn't know how many exhibitors might attend the first men's edition, he expected it to be fewer than White's February 2007 number of 150. "The target is high-fashion, trend collections. We are going after quality," he said.

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