The latest edition of White, which ran from June 17 to 19 in line with the men's fashion week recorded a 20 per cent increase in participants, with 300 brands showcasing as compared to 250 in June 2016.

The enriched White Man and Woman show was dedicated to menswear and women's pre-collections, as well as special projects and international collaborations that attracted more foreign visitors through its doors this season. However, the tradeshow was rejected by Italian guests, recording a 12 per cent decrease in local attendance numbers compared to last year. After hiring Muriel Piaserin a consultant role, White was bent on attracting more international guests. The fair continued its relationship with Danish tradeshow Revolver, which bought around forty brands to Milan to showcase in a special space compared to the ten or so brands to come to Italy last season.

In another White initiative, some twenty Korean brands came together for this edition. Besides, the tradeshow continued to collaborate with the Italian Fashion Chamber (CNMI) with two runway shows from its official calendar: Danish brand Wood Wood and POAN, the fashion label launched in 2015 the talented Austrian designer Georg Weissacher.

Other labels worth noting included Nehera, which shows in Paris and participated at White for the first time, and the Finnish label Aalto, which also shows in the French capital. In a stand, the hat brand Regen was also a standout; the milliner being a finalist this year at the Hyéres Festival in the accessories category.

The brand new section dedicated to sport was another interesting addition.