MILAN — Trade show White Milano is going to Shanghai.

The fashion and accessories fair has inked an agreement with leading international event organizer UBM to internationalize the brand in Asia, starting in Shanghai on March 5 to 7. A September edition is also planned. White will participate in Shanghai trade show UBM Novomania with an independent section, together with textile fair Première Vision Events Shanghai.

“The show will give us visibility,” said White founder and president Massimiliano Bizzi, who plans to select 30 exhibitors for the first edition in Shanghai. “The Chinese market is the future and it loves Italy’s fashion and brands. One cannot imagine going there without a partner and UBM is the best one can desire.”

Bizzi added that it is strategic there to present apparel together with fabrics, which will be on display at Première Vision. The White area will be designed by the fair’s in-house staff, and Bizzi said that prices for exhibitors will be in line with those charged in Milan.

In a call from Bangalore, India, Michael Duck, vice president of UBM Asia Ltd., described White as a “leading show in international contemporary fashion.” He noted that Novomania “represents in China an innovative international fashion fair,” and working together with White will help “introduce fashion as culture in China through a new concept” that will appeal to the emerging multibrand stores in the region. UBM is listed on the London Stock Exchange and also organizes beauty show Cosmoprof Asia, among other events.

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