Bigger is better.
This story first appeared in the August 11, 2008 issue of WWD. Subscribe Today.
That’s what organizers behind the White segment of WWDMAGIC are hoping as its collection of higher-end contemporary and women’s sportswear resources continues to grow.
In fact, White, with its modern, minimal, white-dominated decor, will double in size from February, increasing its scope from 40 to 80 brands and increasing its size from 4,000 to 8,000 square feet.
“The market responded positively,” said Christopher Griffin, WWDMAGIC show director, about White. “We got a nice buzz from the marketplace.”
Vendors with a better-to-bridge price point appreciated the separate and distinct show space as well as its clean, minimal look that allows clothing to be showcased without design distractions, he said.
In turn, White attracted some new women’s sportswear lines including Elliott Lauren and Jennifer Reale Designs, as well as some contemporary collections including Credibility and Fabrizio Gianni.
D’Arcy Achziger, vice president of sales for Elliott Lauren, said she was impressed by the more elegant aesthetic presented at White and decided to display her line there this August. “We liked that it had a unified feeling,” she said. “Visually, it was pleasing to your eye and we’re in a business about being attractive. I hope it’s going to be
important to our business.”
White also will feature some European resources including Italian lines Save the Queen, Le Gatte Jeans and OHDD, all produced by the Florence-based company Marco Fantini.
Overall, White will house roughly half contemporary resources and half women’s sportswear offerings, Griffin said.