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Buyers flock to White Milan

White Women's Pre-Collections + Menswear was held in Milan, Italy, June 18 to 20, 2016.  Foreign buyers also grew 20 per cent especially from the Far East. Japan showed a 18 per cent growth and China 15 per cent. The visitor number from the US also increased by 13 per cent and that from Russia rose by 26 per cent.

The show presented 250 brands (185 were women's pre-collections) that attracted over 6000 buyers, of whom 20 per cent were foreign buyers and 13 per cent Italian buyers.

Top buyers visiting this edition were H Lorenzo (Los Angeles), Need Supply (Richmond), Hotoveli (New York), Gallerie Lafayette (Paris), Isetan and United Arrows (Tokyo), The Cartel (Dubai), Margreeth Olsthoorn (Rotterdam), Sprmrkt (Amsterdam) and Bosco Dei Ciliegi (Moscow).

The special exhibition Denim R-Evolution curated by Don The Fuller brand presented the last 30 years of the history of jeans as seen through different treatments developed for the well-known indigo denim garment. Since 2010 jeans started their ecological era when the industry introduced eco-friendly denim without damaging its image. That was the beginning of an era of eco-friendly sand treatments, Oeko-Tex ageing and zero water washes.

Twelve Northern European brands like Wood Wood, Uniform For The Dedicated and Henrik Vibskov participated.