WHITE Previews Womenswear



WHITE further strengthens with its upcoming edition – on stage from January 14th to 16th – thanks to the success of the MAN & WOMAN formula, thus reaching 270 brands (18% more than the January 2016 edition). The tradeshow is currently the only event capable of showcasing the womenswear previews during the menswear collections, thereby reaching 197 womenswear collections, out of which 63 are hosted in the ONLY WOMAN area.

This edition’s special guest is the Danish brand Wood Wood, that will also tread the Milanese catwalks thanks to the collaboration with CNMI and the partnership with Copenhagen’s fashion tradeshow Revolver, in the framework of the project REVOLVER INSIDE WHITE. The Finnish brand Aalto, designed by Tuomas Merikoski, is Only Woman’s special guest. The new section Friends of WHITE is all set to open its doors with Baltimora Studio and Polly King & Co, under the banner of the synergy with the showrooms. The protagonist of the special project is Momonì, brand created by Michela Klinz, while the crown jewel of the menswear selection is Indian designer Suket Dhir, winner of the 2016 Woolmark’s Prize Award, a menswear rising star who will be in Milan for the first time.

The number of international brands is also growing thanks to the area WOW – WHITE ON WEB, which strengthens its role as a multimedia platform with a selection of cutting edge designers that will be promoted through a live shoot and the editorial focus and communication curated by HIGHSNOBIETY and LUISAVIAROMA.

The Councillor for Labour Policies, Production Activities, Fashion and Design Cristina Tajani has recently stated: “Milan, also thanks to WHITE, has once again shown to be capable of anticipating trends and styles with a special focus on the vision of young creative talents”.

In the MAN & WOMAN section, Esemplare – a Made-in-Italy menswear brand dedicated to those who love adventure – stands out owing to its urban traveler approach. Transit Uomo’s research focuses on a daywear combining premium raw materials and comfort. The spotlights also shine on OOF’s outerwear.

The ONLY WOMAN area hosts the refined creative alchemies shaped by Mes Demoiselles and the architectural shapes of Arnoldo][Battois, accessories brand founded by Silvano Arnoldo and Massimiliano Battois who have chosen WHITE to launch their apparel collection. A craftsmanship approach, though with contemporary aesthetics, for the bags crafted by Hugo Matha. A study of the materials also for Twins Florence, apparel brand founded by designer Linda Calugi, winner of the Ramponi Award. Repetto will be devoted a special area, where they will exhibit their Fall-Winter 2017/18 pre-collection of bags and shoes. The special show, Italian DNA Exhibition, is dedicated to Made-in-Italy design and manufacture, where Botto Giuseppe, producer of yarns and fabrics, will dialog with designer, Maurizio Miri.

A charity project comes to life at the fashion tradeshow. WHITE and MAP Communication will grant visibility and new opportunities to the enterprises from the region Marche based in areas damaged by the earthquakes. In January and February 2017, WHITE is going to make its spaces available for free and three Food & Wine areas will be set up to host the typical products of some food and wine companies coming from the territories hit by the quake.


WHITE is the main trade show for women’s collections and the leader for international brands scouting, representing the launching pad, as well as a reference point, for most of the key department stores in the world. Visited each season by over 21k visitors worldwide, WHITE is the coveted platform for niche brands, increasingly becoming the ideal stage for Italian and international fashion companies of the contemporary segment that matches the show concept. WHITE is a mine of ideas embracing art, fashion culture, design, music, communication, as well as the new digital frontiers.  

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