WHITE, the leading premium destination and event aimed at womenswear fashion and contemporary lifestyle offerings, presents its 2024 program: a schedule rich of initiatives for insiders, encompassing the February, June and September editions that will take place in multiple locations of the Tortona Fashion District (Superstudio, Base, Padiglione Visconti, Mudec) across the period of Milan Fashion Week.
The decision to bring all editions forward by one day, in February, from Thursday 22 to Sunday 25, in September from Thursday 19 to Sunday 22 and for White Resort from Saturday 15 to Monday, June 17, comes with the strategic need to facilitate the coordination of industry professionals, while remaining aligned with the dates of global fashion weeks.
“Since the very beginning, WHITE has distinguished itself for the distinctive edge of its proposals and the ability to evolve its formats, adhering to the needs of exhibitors and those of the market, while remaining faithful to its multifaceted standards”, remarks Massimiliano Bizzi, Founder of WHITE and Simona Severini, General Manager. “In addition, we wanted to bring forward the opening by one day after carefully assessing the needs of buyers and press; therefore, we are convinced that such change will facilitate the operations of industry professionals and the organisation of their appointments.” This marks another step forward that outlines WHITE’s commitment to remain a central hub for Italian fashion.
After the great success of the last two editions, which brought stats back to pre-covid levels for M.Seventy and WHITE, the show’s strategy is to continue placing value on national and international scouting, shining a light on the most covetable Italian companies and strengthening the ExpoWhite project, which introduces designers, brands and buyers from countries of international – and unconventional – cultural provenance.
