CONTEMPORARY FASHION TRADE SHOW WOMEN`S

CONTEMPORARY FASHION TRADE SHOW
WOMEN’S & ACCESSORIES COLLECTIONS
February - September
CON IL PATROCINIO DI
WHITE · ABOUT US
White is the international contemporary fashion showcase, but also a cultural reference
for a generation of designers, stylists and artists who consider the exhibition in Tortona
Fashion District a valuable take-off field.
White takes place in 4 editions per year during MILAN FASHION WEEK:
White man and woman in january and june during MILAN FASHION WEEK
White women’s and accessories collections in february and september during MILAN
FASHION WEEK
White is the leading woman fashion tradeshow and the most recognized event in the
fashion system.
Beams, Marimondo Seoul, Isetan-Mitsukoshi, Itochu, Joyce, Sanki, United Arrows, Barney’s, Baycrews, Blues, Daidoh, Hankyu, Mitsui, Sanki, Takashimaya,
Tobu, Tomorrowland, Sogo & Seibu, Beijng Zi Zhen, Harvey Nichols, Barney’s New York, Saks Fifth Avenue, Traffic, Louis Boston, Ron Herman, El Corte Inglès,
Doshaburi, Elite, Galleries Lafayette, Le Bon Marché, Printemps, Sprmrkt, Didato, Flip Munich, Poolish, Nag Store, Browns, Layers, Square E Vertice, Paris
Group, Le Form E Tsum.
And also Antonia, Antonioli, Daad Dantone, Pupi Solari, Biffi, Spazio Orlandi, Base Blu, Bernardelli, Coltorti Franz Kraler, Giglio, Gisa, Leam, Degli Effetti, Le
Noir, Gigi Tropea, Helmé, L’inde Les Palais, L’incontro, Luisa Via Roma, New Galles, Penelope, Nick & Sons, San Carlo 1973, Silvia Bini, Sugar, Tessabit, Tiziana
Fausti, Coin, La Rinascente, Yoox and many others.
These are just a few of the names recurring on the list of the more than 20.000 visitors of White, the international tradeshow of contemporary fashion which, on the four
editions of the Milan fashion week, has become one of the major and reference event for the experimental brands and for many first-rate companies.
White Milano is staged throughout
three street numbers at via Tortona for
a total of about 1.000 exhibitors per
year.
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Tortona 27 - Superstudio più
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Unceasing desire for pure research.
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Experimental selection.
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Tortona 35 - Hotel Nhow
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The glamorous location.
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The three locations welcome the best
multi-brand international top retailers.
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White Milano is staged for a total of
18.500 sqm exhibition area.
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White counts four editions a year during the fashion weeks: two are dedicated to womenswear collections in February and September,
while the two editions of January and June are dedicated to men fashion together with the women’s preview.
WHITE · TORTONA 27
Via Tortona 27 is the venue where contemporary fashion trends are presented; over the
years, it has gained international value due to the accurate selection focussed on research.
This kind of research is given more and more emphasis within the charming area of the
Basement, where the creations of leading brands anticipate the fashion trends destined to
get a footing in a few years’ time.
The Talents area is as full of creativity and experimentation; this section of the show is
dedicated to young and new designers of contemporary fashion who are proposing the
most conceptual creations on the international scene.
Moreover, at 27 Via Tortona there are many spaces consecrated to the most creative
solutions and fittings: the customer is provided with a customised concept, made-tomeasure to offer those exhibitors wishing to present their collections within a personalised
space the possibility of enlivening their booth with events, collaborations and special
projects.
Today, the show combines well-known brands and young designers, offering a friendly
atmosphere - where fittings have been inspired by the installations of a contemporary
art gallery - to welcome buyers, designers, journalists, fashion addicts and numerous
bloggers in search of the latest trend.
While on the February and September editions the show exclusively presents women’s
fashion, on the January and June editions, besides proposing womenswear anticipations,
men’s fashion collections are in the spotlight.
WHITE · TORTONA 54
Contemporary style, but with a cooler and more direct approach to appeal buyers
coming from all over the world.
This is the essence of the apparel and accessories collections selected by White for
the area staged at Via Tortona 54, a huge space on two floors inside a historical site
of the post-industrial period of the city.
Here, during the years of the economic boom, train coaches, locomotives and trams
were manufactured, while today, four times a year, the creativity of fashion, which
decodes and rereads with casual, urban and street wear style, to experiment the new
languages of a young and dynamic style with immediate appeal are presented.
During the February and September editions, Tortona 54 is opened to the universe of
perfumes and cosmetics within the Beauty area.
Attention to the new designers generations is focussed on the Inside area, where
young designers at the beginning of their career get the chance of presenting their
creations at preferential rates.
WHITE · TORTONA 35
The project has its sour ce within the White headquarter at via Tortona; this is a section
dedicated to international brands signing successful womenswear collections addressed
to multi-brand top boutiques.
The selection is made on medium-large companies oriented to the international market
by vocation and organisational skills, and they present the latest news of apparel and
accessories within a comfortable and refined location.
A turning point of style, conceived to meet buyers’ requests whole-heartedly and to give a
further depth to the show, leader of the Milan fashion week.
From this location buyers have the possibility of reaching the showrooms located in Milan
thanks to a shuttle service, connecting the show to the business centres in the city.
Tortona 35 further enhances the prestige of the area, bringing the soul of White to the
context of the Nhow Hotel, a location that combines comfort and minimalism, technology
and innovative trends of contemporary architecture.
hotel nhow
WHITE
LOCATIONS
1st FLOOR
WHITE RECEPTION
ex ansaldo
35
6
for
6
5
5
54
27
superstudio più
for
floor -1
for
for
27
54
WHITE
EXHIBITION
WHITE
EXHIBITION
WHITE
accessories
Borsalino
Bonomea
Maison Martin Margiela
Marséll
WHITE
BEAUTY
AND BIJOUX
Via Tortona 54/35
Milan
Flaminia Barosini
Morph Parfum
Teatro Fragranze uniche
Maya Magal
Mara Garbin
WHITE
GLASSES
Via Tortona 27/54
Milan
//Delirius
Slave Ancestors
Eye Eyewear
Saturnino Eyewear
Wild sunglasses
SPECIAL
PROJECT
@ WHITE
Kiton
Via Tortona 54
Milan
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
AD Ann Demeulemeester
Maurizio Pecoraro
Patagonia
Massimo
Alba
Adidas
Fattore k
Cottweiler
SPECIAL
PROJECT
@ WHITE
Lanificio F.lli
Cerruti
dal 1881
Via Tortona 54
Milan
Adriano Goldschmied
SPECIAL
AREA
@ WHITE
Via Tortona 27
Milan
Sapopa
Piccione.piccione
DOU UOD
Susana Traca
AG ADRIANO GOLDSCHMIED
Ilariusss
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
Iceberg
Six London
Bonomea
Massimo Alba
Sartorio Napoli
Susana Traca
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
Drumohr
Tsumori Chisato
Faliero Sarti
Teatro Fragranze Uniche
Marithè + Francois Girbaud
Cristiano Burani
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
Gustavo Lins @ DAAD Dantone boutique
Tonello
Aspesi
Fulvio Lupara
Care Label @ Biffi boutique
Costume National
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
Marsèll Goccia
JD De Castelbajac
Roberto Del Carlo
Alexander Wang @ Antonioli boutique
Boglioli + Kolor
Lodental
KTZ
SPECIAL
PROJECT
@ WHITE
Via Tortona 27
Milan
Zucca
Gustavo Lins
Opening Ceremony
KTZ
Opening Ceremony
CON IL PATROCINIO DI
FASHION TRADE SHOW
MAN’S & ACCESSORIES COLLECTIONS
January - June
At via Tortona, vibrating heart of one of the most prestigious design & fashion districts
at International level, White is providing a service that will actively involve the showrooms
located in the city: an important resource for Milan, the only hub that can rely upon 600
business centres making it the greatest exhibition pole worldwide. For this reason a pick-up
service that connects the trade show to the showrooms has been set up.
Being in Milan, the world capital of the fashion economy, means investing on oneself, on one’s
own business, exploiting at best the synergy between White and the showrooms and the
flow of buyers who usually attend the show held at via Tortona for their season’s selections.
TORTONA
27
BASEMENT
A private area dedicated by White to the most experimental
brands on the International scene, as a new stage for fashion.
Section in
collaboration with
WOK ROOM
WHITE LOUNGE
dedicated to
20 brands
MEN’S & WOMEN’S COLLECTIONS
WHITE INSIDE
The part of White created to encourage the research
on new languages and the development of new
experimental proposals.
Section in
collaboration with
BACKDOOR & LA
FERRAMENTA ROOM
TORTONA
54
dedicated to
20 brands
ONLY WOMAN
Entry White
GARDEN
HOTEL NHOW
VIA TORTONA 27
JANUARY AND
JUNE LOCATION
The White man and woman edition has evolved through the time to meet the
increasing demand of the market to present woman pre-collections on the
occasion of the men’s fashion week.
The only woman section has been very successful: it is dedicated to brands aimed
at exclusively presenting their woman pre-collections.
More than 20 italian and foreign brands participated in the first edition of the
project, launched during the last show event.
TORTONA FASHION DISTRICT is one of the most lively and interesting districts
in town, reckoned to be an international reference center for fashion and design.
The only woman section, within white show, is located in via tortona 27, at the
entrance of superstudio più.
WhiteOnWeb is the container for creativity born to spread online the best
creations presented at the show, filtered through the imagination of a team
of photographers, art directors, stylists, video-makers, graphic designers,
models, make-up artists and web marketing experts.
WhiteOnWeb develops communication formulas designed to create or
strengthen the identity of the brands exhibiting at White. The result is a
great synergy between the designers and each protagonist of the area, in a
format that includes photo shootings, editorial texts, images and video clips of
campaigns created by a team of young professionals.
W.O.W. has many influential partners that change from season to season, like
Highsnobiety and RedMilk Magazine.
BRANDS FEATURED:
Bella Freud, Iosselliani,
Pamela Love, Raquel
Allegra, Sunettes, Too Be,
Uncommon Matters
WHITE
EVENTS
“Origine”
by Antonio Marras
Bramante’s cloister
Milan
WHITE
EVENTS
“Il giardino
segreto”
di Massimo Alba
Botanical garden
in Brera
Milan
WHITE
EVENTS
Catwalk Stella Jean
Rotonda della
Besana
Milan
WHITE
EVENTS
“Catwalk Uma
Wang”
Palazzo Reale
Scala delle Cariatidi
Milan
WHITE
EVENTS
“Catwalk Uma
Wang”
Rotonda della
Besana
Milan
WHITE
EVENTS
Catwalk
Henrik Vibskov
Via Forcella 13
Milan
WHITE
EVENTS
Catwalk
Alessandra Marchi
MM1
Milan
WHITE
EVENTS
Performance
Ilaria Nistri
Via Forcella 13
Milan
WHITE
EVENTS
Catwalk Ludovica
Amati
Castello Sforzesco
Milan
PRESS & COMMUNICATION
PRESS and MEDIA partners are regularly attending the show as NY TIMES, WWD,
SPORTSWEAR INTERNATIONAL, CORRIERE DELLA SERA, VOGUE ITALIA, VOGUE ACCESSORI,
MFF, ELLE, IL SOLE 24 ORE, DAZED & CONFUSED, FASHION ILLUSTRATED, LOVE, D LA
REPUBBLICA.
In the last editions, held in January and June 2015, WHITE partnered with
Highsnobiety, online magazine and main reference for the high-end streetwear
worldwide.
WEBSITE & SOCIAL NETWORK
WHITE events are always promoted on our websites, on our social medias and
through newsletters addressed to a rich database made of the best boutiques and top
department stores from all over the world.
WEBSITE NUMBERS September - October 2015
SOCIAL
34.600
FACEBOOK LIKES
UNIQUE VISITORS: 27.764
PAGE VIEWS: 154.579
15.600
INSTAGRAM FOLLOWERS
5.200
LINKEDIN FOLLOWERS
SOURCE GOOGLE ANALYTICS
WWW.WHITESHOW.IT
White Trade Show
@whitetradeshow
Whiteshow
#WHITESHOW
whitetradeshow.tumblr.com
@whitemilano
/NETWORK/
FACEBOOK LIKES
TOTAL OUTREACH
NETWORK OF ONLINE
MEDIA & WEB
PARTNERS
3.858.235
INSTAGRAM FOLLOWERS
14.919.360
WHITE SOCIAL MEDIA
34.600
30.200
15.600
8.000
5.200
2.829
FACEBOOK
BANNER
GIF
DISPLAY OVER 130
WEBSITES
TERRITORIAL
MARKETING
28.500
PARTICIPANTS
FOR EACH STORE EVENT
800/1.000
PR CONTACTS
INVOLVED IN 8 KEY ITALIAN
CITIES FOR THE
IN STORE EVENT
PEOPLE FOR EACH CITY
1.000/1.500
SITI INTERNET
PEOPLE FOR THE MAIN CITY
LINKED-IN FOLLOWERS
WHITE TOTAL OUTREACH
20.000
TRADESHOWS VISITORS
27.764
25.000
WEBSITE VISITORS
WHITE NEWSLETTER
54.000
E-MAIL CONTACTS
VIRAL VIDEO
DISTRIBUTED THROUGH THE
NETWORK ON PROMOTERS,
ONLINE MEDIA PARTNERS AND
RETAILERS
PHOTOGRAPHIC
CAMPAIGN
TOTAL OUTREACHOF THE
PROMOTERS/PARTNERS
OF THE PROJECT
2.729.426
FACEBOOK
SPECIAL
AWARD FROM
THE WEB
691.300
WEBSITE VISITORS
OUR NUMBERS
WHITE JANUARY-JUNE
WHITE FEBRUARY-SEPTEMBER
200
EXHIBITORS
X EDITION
X EDITION
5.000
20.000
VISITORS
VISITORS
500
EXHIBITORS
X EDITION
X EDITION
600
1.050
JOURNALISTS
JOURNALISTS
X EDITION
X EDITION
2
3
LOCATIONS
LOCATIONS
TORTONA 27
TORTONA 54
X EDITION
X EDITION
TORTONA 27
TORTONA 54
TORTONA 27
TORTONA 54
TORTONA 35
EVENTS AND SPECIAL PROJECT
Metropolis - slam jam: an important project was dedicated to slam jam, retailer,
distributor of streetwear at international level and main player in the spread of street
art in italy. To celebrate the first 25 years of history, slam jam organized at white the
project metropolis, which staged the london of the 70s and 80s and the london of today
seen through the eyes of two artists: derek ridgers, photographer and author of the book
‘london youth 78-87’, and cieron magat, young and promising london director of the
movie ‘get lost!’.
Deus ex machina - a special project has been dedicated to the australian leading
motorcycles, bicycles and surfboards brand deus ex machina, which chose white for the
organization of a series of concerts held in the garden of tortona 27.
Redmilk room - italian born, international by choice, redmilk is a new online magazine
exploring the wide horizon of fashion, design, music, cinema and art through editorial
contents, news and photo shootings produced by the most talented photographers.
White Food
for
White selects with care and attention to its partners on the subject of food to ensure its
international audience a selection of products at the highest level in line with the Italian food
culture.
Inside the trade show there are traditional dining areas of excellence and trendy proposals such
as Langosteria and corners devoted to street food.
for
27
ex ansaldo
hotel nhow
54
superstudio più
WHITE TRADE SHOW
Via Tortona 27, 35, 54 - Milano - Italy
M.SEVENTY WHITE TRADE SHOW PROMOTER
Via Tortona, 27 - 20144 Milano - Italy - ph. +39 02 34592785 - fax +39 02 57407553
info@whiteshow.it - www.whiteshow.it