MILAN — Women’s ready-to-wear pre-collections will take center stage at the upcoming edition of White, the Milan-based fashion trade show, running Jan. 16 to 18.
Along with featuring a range of brands showcasing both their men’s and women’s collections, this season the fair, which takes place in conjunction with Milan’s Men’s Fashion Week, will feature “Only Woman,” an area dedicated to women’s pre-collections. About 40 brands will have booths in this section, including Paris-based Mes Demoiselles, as well as Callens.
“If we consider both the brands presenting men’s and women’s and the labels displaying only women’s, the collections dedicated to women now represent more than 50 percent of the total companies showcasing at the fair,” said White founder Massimiliano Bizzi.
The trade show will also debut “Sportswear,” an area focused on leisurewear and streetwear with active influences. In addition, White will team with Florentine multibrand store Luisa Via Roma, which selected the brands featured in the “WOW” section. The retailer’s online store will run a special editorial chosen by online magazine Highsnobiety that will include the brands displaying their collections in the trade show’s area.
In addition, White will debut an area, in collaboration with the Lombardy Region, where 16 artisanal companies will present their creations. The exhibitors have been selected by national trade union CAN Federmoda, which last May launched a contest aimed at supporting small and medium-sized companies operating in the fashion and design industries.
White this season is expected to be report a 15 percent increase in the overall number of exhibitors, to 231 companies, compared with last June.