WHITE Milano is back on track: From Thursday, February 22nd to Sunday, February 25th, the Tortona Fashion District will welcome a wealth of international buyers, editors and industry professionals ready to analyse women’s ready- to-wear collections, dedicated to the Fall/Winter 2024-2025 season. What’s more, many projects will be presented in conjunction with Milan Fashion Week, including the Secret Rooms and the second edition of WHITE Village.
WHITE Milan is one of the most relevant and dynamic events promoted during Milan Fashion Week. About 300 companies from all over the world will present their collections in the locations of Superstudio (Via Tortona 27), BASE Ex Ansaldo (Via Tortona 54) and Padiglione Visconti (Via Tortona 58). The DNA that symbolises WHITE will feature across the internal settings of the show, which reconfirms itself as an international reference point for companies and a showcase for new trends.
This season, the fair’s focus was put on a team of young and talented creatives who joined forces by collaborating on the creation of the campaign images. This season’s theme, conceived by Massimiliano Bizzi (Founder and Art director of WHITE) is “Women… Magical Creatures.” It unpacks the value and the importance of the figure that women have, who have always been imperative protagonists of fashion. Designers are not the only people who choose who to dress, but women are the ones who choose how to dress, how to express themselves, and how to enhance themselves. The fashion industry is a mixture of ideas, creativity, genres that over time have had less and less rigid boundaries, but it cannot be denied that the female figure has had and still has a strong impact on fashion.
Among WHITE’s projects, one of the most successful ones that has gained great relevance across the media is that of the Secret Rooms. These are five hidden rooms in which as many new generation international talents present their collections in spaces set up according to their personal brand vision. After careful scouting by the commercial team led by Simona Severini, General Manager of WHITE, emerging brands with a cohesive aesthetic were chosen to take part. For the second edition, reconfirming their presence in the Secret Rooms are designer Alberto Ciaschini, with his iconic cigarette heel and Samanta Virginio, with her pop and hyper-feminine vision. Both will be joined by MIAO RAN, with a collection that plays with masculine and feminine, blending them and creating a fluid vision of clothing, YANGKEHAN, a Chinese designer who draws inspiration from traditional Eastern aesthetics made up of soft, bracing colours, as are the breezy shapes of each garment. Last but not least, PROTOTYPE: AM, a Berlin-based, high-end ready-to-wear brand that specialises in designing outerwear by experimenting with new silhouettes, overlays and volume. An avant-garde reinvention of down jackets and other technical garments with a dash of gloom
The February 2024 edition will also feature the selection of Spanish designers presented through the now multi- year collaboration with ICEX España Exportación and Inversiones. The brands involved belong to different product categories ranging from ready-to-wear to accessories. The seven Spanish brands are: Chie Mihara, Flabelus, Surkana, Yerse, AUGUSTA, The Extreme Collection and Anel Rinat.
Another important international collaboration for WHITE is with Kfashion82. This is a Korean B2B sales platform, launched in May 2023 and managed by the world-famous department store SHINSEGAE, the first promoter of Korean fashion. Its purpose is to introduce emerging brands and new talents to that whole landscape of fashion professionals. WHITE February 2024 will showcase the collections of 6 talented brands (RYU CLASSIC, JIMINLEE, Liberadd, Kimoui, HANNAH SHIN, and MAN.G) already well placed within their local market and now ready to face new opportunities and make their style known.
Since its inception, WHITE has supported the new fashion generation, which stands out for its originality and commitment to sustainability, and is a showcase for several established businesses (many of which launched at WHITE and with which it continues to pursue partnerships). The entire show is the result of a careful brand mix. Differences (geographic and age) are broken down in favour of talent. There are so many creatives who join WHITE, and among those who will participate in February 2024 we can mention Lanthropy, the Miami-based brand founded by Uruguayan- born designer Ani Ponce de Leon, which employs an all- female team. The brand’s specialty is being made entirely from natural materials, including those used to make the original fabric coating technique with which the garments in the Metallics line are made.
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