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CHINA / Shanghai: Style Routes to Shanghai


April 06 2017

On 7th and 8th April in Shanghai, within the industrial area of Sihang Warehouse, a “fashion meets commerce” event curated by White Milano and backed by Confartigianato Imprese will be staged - an innovative format to foster new communication and business opportunities for contemporary fashion on the Chinese market.

The partnership deal clenched in May 2016 between M.Seventy, Organizer of the trade-fair White and Confartigianato Imprese, has launched MIAC - Moda Italiana Aziende Contemporary, a project specially designed to offer enterprises marketing and trade opportunities with special focus on the global and Chinese markets.

"We are working to open a B2B platform" - says Giuseppe Mazzarella, Delegate to Internationalization of Confartigianato - "able to attract the best Chinese buyers, giving visibility to our fashion companies in a country, China, which today we believe is the one with the highest potential in the fashion industry. In addition to our sustain, the strategy provides the support of White team on brands selection. The project of Be To Be platform has already been presented to ICE, so that he can have his start-up in October 2017."

This partnership, and the success of last October’s event IT’S TIME TO WHITE - SHANGHAI, have also led, among other things, to the idea of the Style Routes to Shanghai event during Shanghai Fashion Week in April 2017. This new, specially designed, format, foresees both a live presentation and a business forum for all buyers and fashion insiders, and will be staged at Sihang Warehouse, one of the hubs of the city’s new fashion district.

Style Routes To Shanghai consists of two events. The first one, on 7th April, will be attended by buyers, opinion leaders and the press and will involve live shootings and streaming of the outfits on show, so as to offer insiders a direct take on the proposals, thus enabling and boosting real-time purchases. The brand mix, presented and curated by White Milano, includes the apparel names Greta Boldini, Pinghe, Act N°1 and Situationist. The latest two designers will also partake in a buyer-oriented contest organized by HIVE, on 9th April in Shanghai. To complete these designers’ total looks, accessories labels Demanumea and JF London have been invited to join the event.

The second event is the Business Forum & Press Conference due to take place on April 8th. The happening will be attended by the top Chinese fashion entrepreneurs, Confartigianato Imprese and White and will feature live and online speeches and a debate on the market opportunities for the contemporary B2B and B2C segment on the Chinese marketplace. Furthermore the new platform, due to be inaugurated in October 2017 during Shanghai Fashion Week, will be presented. Among the speakers at the panel the Honorary President of Camera della Moda, Mario Boselli, Mario dell’Oglio, President of Camera Italiana Buyer Moda, the Director of the Bailian Group (leading retail corporation), Bedi (editor-in-chief of Fashion Trend Digest, author of a detailed report on multi-brand stores in China), while the forum’s moderator will be Queennie Yang, Managing Editor of BoF China.