White Milano to inaugurate the first edition of Expo White
by Modem – Posted September 14 2022
© Modem

White Milano, the international apparel and accessories trade show will run from Sept. 22 to 25, 2022 during Milan Fashion Week.

In the heart of Tortona Fashion District, White expands across 6 top locations: from the iconic Tortona 27 (Superstudio Più) and Tortona 54 (Ex Ansaldo), to Tortona 15 (Magna Pars Hotel), Tortona 31(Archiproducts), Tortona 56 (Mudec), and Tortona 58 (Padiglione Visconti), hosting WSM White Sustainable Milan.

Presenting their collections for Spring Summer 2023, 400 exhibitors participated this season, among special projects and new international brands artistic initiatives.

For the first time White will present Expo White, a new format that introduces designers and brands from countries that belong to an unconventional geography of fashion. In its first edition, Expo White, will reveal the potential of Saudi Arabia, Brazil, The Netherlands and South Africa. Saudi Arabia will show Saudi100 brands, a project supported by the Ministry of Culture and the Fashion Commission that presents its best talents, of which 85% are women. Participation in White includes collaboration with Joor, the leading digital wholesale platform that will digitize the Milanese event. By simply scanning the QR code corresponding to the selected brand, buyers will be able to access its personalized profile from anywhere in the world to view the linesheets, interact with the collections and proceed directly with the purchase. Eight categories are the protagonists of the event: concept, evening, ready to wear, casual, resort, bags, menswear and jewelery. Among the brands: Adelfes, Almuhaisen Jewelery, Atelier Hekayat, Bovenue, By Sadeem, Charmaleena, Dazluq, Dollybrand, Eman Joharjy, Kaf By Kaf, Khawla Al-Aiban, Lillian Ismail, Loomer Jewelery, and Lurline.

Brazil will present a selection of brands including Syetvie, Drama, Mao De Mae, Serpentina, Room, Thais Bernardes, Sau, Marina Bitu.

South Africa will host brands including Imprint, Sash South Africa, E.G Jewelery, Selfi, Hamethop, Floyd Avenue, Ezokhetho, Erre.

Finally, The Netherlands, which has made of sustainability its flag, will exhibit a selection of brands including A Beautiful Story, Caes, Ilni, Hickae, Leap Concept, Minois, HCA and will be host within a "Sustainability in Orange" event on Sept. 22, taking place on the opening day of the event.

White Milano
September 22 to 25, 2022
Tortona District
via Tortona 27/54
20144 Milano

More on Modemonline:

White Milano presents a new format with 400 brands

White Milano: focus on new initiatives of the next edition

Photo: Karima One Of A kind. Courtesy of White

© Modem