Project and the White Show are collaborating.
Project, the U.S.-based trade show, and White, an Italian trade show, are hoping to strengthen participating brands’ presence in new markets. White will host American designers at its trade show, which takes place in Milan during men’s fashion week in January and June. It also operates a women’s trade show during women’s fashion weeks in February and September.
“The collaboration with UBM amplifies the resonance of the White trade show on the American market, which represents an excellent opportunity for our companies,” said Massimiliano Bizzi, White’s president and founder. “White has always been very attentive to international markets, where it’s been present for many years and continues to invest and promote its DNA and its brands exponentially.”
First up is New York-based men’s wear label Abasi Rosborough, which will feature its spring 2019 collection at White Man this month. This is the first time Abasi Rosborough designers Greg Rosborough and Abdul Abasi have personally shown their collection in Milan, although they currently work with Italian stores including PNP Firenze and Dantone Milano.
Project will host a kick-off event during market week in July. The partnership will take place over the next two seasons.
“I am excited to join forces with White,” said Tommy Fazio, men’s fashion director at UBM Fashion. “The synergies between our shows will allow a seamless experience for both U.S. and Italian brands to expand their reach to more diverse retailers and media.”