Italian contemporary fashion trade show White Milano is getting ready for kick-off with a series of novelties and a debuting contest aimed at recognizing upcoming Italian and international brands.

The show will be held from 20 to 22 September 2014 in the Tortona area presenting 453 brands, with 30% global exhibitors and 115 (35%) new entries. Visitor numbers are expected to reach more than 17,000 people.

Among novelties on show there will be a new contest – Time Contemporary Fashion Award, a contest aimed at awarding small and medium size brands within the international contemporary fashion panorama. The contest will be supported by the Italian Chamber of Fashion Buyers, the association of 117 Italian top-notch Italian boutiques presided by newly appointed Mario dell’Oglio.

The award will have two editions per year – a spring-summer and a fall-winter edition. Participants can be brands of men’s and women’s accessories and apparel collections within the contemporary segment. For each edition a jury of 10 Italian buyers (changing for every edition) will select 12 finalists. Two brands will be announced as winners for each edition– one for apparel and one for accessories. White Milano will dedicate a special section in their upcoming next edition to the winners. The first ever presentation and announcement of the winners will happen during the February 2015 edition. Moreover, the contest expects to run a series of trunk shows of the two winning brands in some of the best Italian boutiques.

“We wanted to give this opportunity to some of most interesting -Italian and international – brands and also involve Italian retailers with their high professionalism,” explained Massimiliano Bizzi, founder White Milano. “We think Italy has such a wide and varied offer of boutiques that we thought the best way to give these brands the best visibility was through this very special and unique Italian retail environment.”

For the first time, White Milano will host a new section dedicated to jewelry design. Among newcomers of this edition there will be special guest like Filles à Papa, a mix-and-match and easy-to-wear Belgian brand.

Other newcomers include Stine Goya, AD Ann Demeulemeester, Opening Ceremony Footwear and Markus Lupfer Footwear.