White: the new formula is a success – brand sales are up 24 per cent on a year ago

The special guest at the September edition is the Korean brand KIimhekim, which reinterprets contemporary tailoring through a sophisticated and experimental aesthetic, and Ibeliv, showcasing its raffia bags and accessories in the Loft, alongside Batakovic Belgrade, a Serbian brand founded by designer Ivana Batakovic, offering a range that combines contemporary elegance, functionality and a meticulous attention to materials.

Also particularly well-received were the brands featured thanks to the collaboration with Federica Montelli’s Chapters, including Duha, a footwear brand offering shoes with a sculptural and contemporary aesthetic, characterised by a strong artisanal element. In the resortwear sector, Donde Esteban – Esteban Cortázar’s brand, which reinterprets the concept of a holiday wardrobe through vibrant prints, relaxed silhouettes and a aesthetic that blends Caribbean and Mediterranean influences – attracted considerable interest, Vlisco, the historic textile brand renowned for its distinctive printed fabrics and iconic Wax range.

Alessandro Enriquez’s Italian lifestyle brand also proved a success, with its colourful and tongue-in-cheek universe that spans fashion, homeware and design. Marcel Pustul also received an excellent response, with a fashion collection characterised by a strong contemporary and experimental flair, whilst the design and lifestyle brands Les Ottomans, Qeeboo, Poltronova and Giobagnara, as well as companies such as Granado – a historic fragrance label founded in Rio de Janeiro, which brought its olfactory universe, inspired by Brazilian nature and culture, to the fair – and Longevity and Beautick by Beppe D’Elia.

The international dimension was also particularly significant, with the participation of organisations from Armenia, Brazil, Spain, the Canary Islands, Romania, India and Colombia, through collaboration with fashion weeks, institutions and agencies specialising in internationalisation.

In terms of support for businesses, White has signed the ‘Filiere d’Impatto’ agreement with Simest to support fashion companies on their path to growth and internationalisation and to facilitate access to subsidised finance.

“The significant work carried out on the exhibition’s brand mix has led to a sharp increase in the number of buyers, particularly those of international standing,” said Massimiliano Bizzi, founder and chairman of White. “White is therefore embarking on a new journey, which has already got off to the best possible start. At the same time, seeing this fresh, youthful energy bringing the whole Tortona area to life until late in the evening is clear evidence of how the change in format – with the introduction of B2C areas – has succeeded in engaging a wider audience.”