WHITE Milano, Italian fashion tradeshow is rapidly expanding internationally, and is ready to debut in the Chinese market thanks to its strategy involving, a local presence thus maximizing the pace of development and knowledge of the Chinese network has resulted in the birth of the brand WHITEAST, which is articulated in a first chapter called WHITEAST INTRODUCING CHINA: the initiative is starting in Milan to land in Shanghai with a focus on Chinese and Italian contemporary fashion during Shanghai Fashion Week.
During the ongoing trade show, WHITEAST INTRODUCING CHINA presented at WHITE Milano an area fully dedicated to the Chinese designers selected by WHITE, who are offered the chance to get in touch with the western press and buyers. 15 among the edgiest Chinese designers in the contemporary panorama showcased, with the brand JINNNN being the show’s special guest along with LUISAVIAROMA, Partner of WHITEAST INTRODUCING CHINA.
The second part of the project will involve the production of a WHITE event in Shanghai on 15th October 2016, during the fashion week, where some Made in Italy designers and brands will be presented. The brands, belonging to the WHITE “stable”, represent a practical example of the Italian Contemporary, which is much sought-after among Chinese consumers, although not yet locally available.
