WHEN WHERE WHY

Inaugurated at the presence of Undersecretary of State Lucia Borgonzoni, the February edition of WHITE 2023, with a new path under the banner of qualitative research, marks a return to WHITE’s origins, but also internationalization and aesthetic evolution which led to an 8% increase in attendance of top foreign buyers and more than 18.000 total, consistent with the February 2022 edition, while foreign exhibiting companies accounted for half of the entirety of the event. A 450% growth of interactions on Instagram, which exceeded 50.000 on the days of the show, totaling 270 thousand Impressions and more than 1.000 visits to WHITE’s Properties.

An edition in the sign of intercultural connection, the February 2023 edition of WHITE has come to its conclusion, with a remarkable turnout of foreign visitors over the four days of the Milan Fashion Week and that has brought to the Tortona Fashion District an innovative proposal of brands from all over the world. The independent and unconventional aesthetic vision confirms WHITE, once again, as an international platform for a market in need of continuous renewal.

The event, sponsored by the City of Milan, was also made possible thanks to the support of the Ministry of Foreign Affairs and International Cooperation (MAECI) and ICE – Agency for the Promotion Abroad and Internationalization of Italian Companies and in partnership with Confartigianato Imprese.The selection of the designers chosen for the Secret Rooms: OLUBIYI THOMAS, ROMEO HUNTE, DREAMING ELI, RIZ POLI, STUDIO PANSTERS, confirms the expertise of WHITE team’s’s scouting and selection work, with the aim of bringing out the rising stars of the fashion scene.In WHITE’s lofts, Stefano Mortari, Avant Toi and Maria Calderara presented their new collections, which speak to the contemporary woman in an evolved aesthetic key and qualitative research that is expressed through unique pieces, innovative design and unexpected volumes.

The focus on brand mix and intercultural connection also found space with in-depth discussions and moments of dialogue and aggregation. From the cocktail party organized to unveil the creativity of 5 Norwegian talents in the presence of the Ambassador of the Kingdom of Norway in Italy Johan Vibe, to The Indigenous Way panel held at Mudec – Museo Delle Culture, realized in collaboration with the Embassy of Canada in Italy and IFA Indigenous Fashion Arts. The event addressed the theme of creativity of Canada’s indigenous First Nations, in the presence of Ambassador Elissa Golberg, and exhibiting designers. In addition, a panel entitled Is diversity and inclusion a pipe dream? Overcoming tokenism in Europe and beyond, in collaboration with FMA – Fashion Minority Alliance and moderated by international costume and fashion journalist, lecturer and creative advisor Cristina Manfredi, which featured speakers Barbara Kennedy-Brown – founder FMA, Olubiyi Thomas – designer, Cassidy Swinger – activist, Elena Berardi – Schwa partner, Judith Saint Jermain – designer, Romeo Hunte – designer.