The words “international development” are circled in red on the White show’s agenda. Running Jan. 14-16 and focusing on men’s and women’s contemporary ready-to-wear and accessories collections, the Milan-based exhibition is expected to boost its global appeal both through its signature, careful scouting of new companies and designers, and the increase in the number of foreign buyers.
This strategy is enhanced by White’s partnership with Copenhagen-based contemporary fashion fair Revolver. Renewed for the second time after a successful first edition, the “White Inside Revolver | Revolver Inside White” project aims to build a bridge between the two cities, increasing the number of buyers and enhancing the local brands’ awareness at the respective shows.
Revolver’s founder and creative director Christian Maibom explained that the collaboration is “crucial not only to innovate and grow the two fairs’ business to the benefit of the exhibitors, but also to boost Italian fashion in Northern Europe and in Scandinavia and, likewise, Scandinavian fashion in Italy and Southern Europe.”
“We are intensely working with our partners to bring to Milan the best of our international scouting,” said White’s founder Massimiliano Bizzi, also noting how the city “is experiencing a positive and growing moment” and “becoming more attractive for the industry’s operators coming from all over the world.”
Revolver will bring to Milan a range of Scandinavian labels including Libertine Libertine; Journal; S.N.S. Herning; Andersen-Andersen; Soulland; Norse Projects; Nosomnia; Leon Louis; Uniforms for the Dedicated; Wrenchmonkees, and Ellen Pedersen, among others.
White’s Only Woman area will also feature in the show for the fourth time and Paris-based Finnish brand Aalto will be its special guest. The label is designed by Tuomas Merikoski, who has worked at Givenchy and Louis Vuitton, and was a semifinalist at the renowned LVMH Prize contest this year.
Exclusively dedicated to women’s pre-collections, the Only Woman section will include other international apparel and accessories brands such as the French ballet label Repetto, which will present its new line of bags and shoes.