By  on January 17, 2019

MILAN — A half-pipe mounted in the center of Milan’s Superstudio Più venue stole the scene at the latest edition of the White Milano trade show, the men’s editions of which are renamed White Street Market. The structure hosted a performance by American female skaters collective Skate Kitchen on Jan. 13.

The fair’s new moniker reflects a changed format, which combines the business-to-business and business-to-consumer platforms allowing final customers to attend the event and buy fashion pieces. Opening up to consumers proved a smart move as the fair, which ran Jan. 12 to 14, attracted 14,797 visitors, including buyers, up from 8,800 in June, when the White Street Market was teased.

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