White Milano is ready for kick-off with a new edition and timing, as it will start on Thursday, September 19 and end on Sunday, September 22–different from previous editions when it happened from Friday until Monday. The change was made to piggyback on the vast presence of international and Italian buyers already in Milan for Milan Women’s Fashion Week.
The show is expanding, too. It will occupy an additional new location, always in the Tortona area, the Tortona 31 Hub, aka Ex-Carrozzeria, leading the event to occupy a total of 23,000 sq. meters.
White will host various new projects involving exhibitors, buyers and insiders bringing 4% more brands than the previous February 2019 edition and +4.5% than in September 2018.
Among the novelties on show will be various brands such as Gayeon Lee, Barragan, Nashe, Agarw-Ūd, Filles A Papa and from China, Youppie!, Damowang, Selah, Pingsi Zhou and Amnue.
Other exhibitors include Closed, Two Women Two Men, Na-Kd, Laura Aparicio, Ancient Greek Sandals, Yuliya Magdych, Agua de Coco por Liana Thomaz. Pipatchara, Base Mark, Lu Ren Cashmere, Estebanot, Stella Tures. Transit Par-Such, Pierre-Louis Mascia, Roberto Collina, Sofie D’Hoore, Attic and Barn, Oof, Salvatore Santoro, Rundholz Black Label & Dip.
New projects will include Special Guest Muné, a brand by Japanese designer Munenori Uemuro, and the Special Project Boyish, a sustainable women’s denim brand from California, and the Special Designer Nana-Nana, from Japan.
“In such a particular transformation moment White continues to send clear messages persevering on themes like, for instance, sustainability,” said Massimiliano Bizzi, founder of White. “All of our projects and collabs, while offering business opportunities, want to also create cultural moments–essential occasions in moments like these.”
A new collab between White, Camera Buyer and Lombardy region will be the Contemporary Windows project hosted at Tortona 31/Archiproducts. Twelve Italian top retailers will present up-and-coming interesting brands hosted in this area’s shop windows. Participating retailers include Banner (Milano) supporting Bethany Williams; Base Blu (Varese) with Area; Bernardelli (Mantova) with Jejia and Biffi (Milano) presenting Eudon Choi. At the same time multimedia installations on the upper floor of this section will present each store’s origins and identity.
The show’s sustainable hub, Give a Fok-us by Matteo Ward, will occupy the new Tortona 31 Ex Carrozzeria location and present five monotheme areas: Water, Chemicals, Climate Change, Waste and People. Here sustainable production problems will be analyzed and put into contact with brands and companies that have found solutions for each aspect. Participants will include Boyish, Econyl, Albini Group, Oritain and Supima.
Fondazione Pistoletto-Cittadellarte with Fashion B.E.S.T. platform will host designers Tiziano Guardini, Silvia Giovanardi, Flavia La Rocca, Fabrizio Consoli Blue of a Kind, Yekaterina Yvankova, Teeshare, Acbc Edoardo Iannuzzi, Bav Tailor and Licia Florio.
Other collaborations with international showrooms will present selections of interesting brands from Belgium and Brazil.