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White

The international fashion trade show opens its doors in Milan this weekend

The international and contemporary fashion showcase, White, hosts its June trade fair in Milan this weekend to introduce the work of young artists and designers to more than 12,000 buyers from international brands. White strives to act as a platform for niche brands as well a stage for innovative fashion companies, ultimately emerging as a breeding ground of ideas, trends and products.

"The White June edition is a new project aiming to redesign the exhibition dedicated to menswear," says president Massimiliano Bizzi. "We are developing a radical redesign, which is based on aesthetics and on emotionality. We are in the process of work in progress and we want to create a format  providing 50% menswear collections and 50% womenswear collections. We think it is crucial for fashion companies to understand the importance of going out with the pre-collections in January and June, when buyers have a budget to spend."

Photography Alberto Segramora and Flavio Mancinelli