White, the Italian contemporary woman’s fashion show held between February 20th and February 23rd, 2020, in Milan at Superstudio Più and Tortona Area, has closed its last edition registering stable figures despite the coronavirus emergency that saw the cancellation of many events of 23 February and the low attendance of Chinese visitors.
The show registered among its visitors important buyers, both a return of Italian and a confirmation of foreign ones. They placed orders especially looking for small- and medium-size top-quality companies.
Among brands that recalled attention there were many international ones, like, for instance, Maison ARTC, the show’s special guest Moroccan designer who creates single-piece items by recycling unique handcrafted pieces from different cultures, countries and lifestyles.
Retroverso is a sport-minded apparel brand made by a Belgian company specialised in producing ecofriendly high-tech fabrics and jerseys for underwear. The Belgian brand Komono offered accessible luxury design watches and eyewear. For the occasion it presented various capsule collection models including a colab with Daily Paper, Obey, and with the Royal Fashion Academy of Antwerp.
Sustainability continues to play a key role within the show. In particular environmentally-friendly jeans brands participating were Blue of a Kind, Boyish Jeans and Closed.
Other exhibitors included The Sustainables, Paris-based showroom and agency offering environmentally friendly brands only. Among them Calla, a line of footwear made by upcycling old rugs and carpets. Zamt, a German brand offering ethically made bags in vegetally tanned leather. Sinobi offered footwear made with vegetably-tanned leather and recycled soles. Highly innovative were Devo, offering ethically made coats out of a special fur obtained from hemp, and Ochis, biodegradable zero-waste eyewear selection made with recycled coffee waste.
Also notable was I Love My Pants, the Made in Italy line of trousers made by specialised manufacturer Zero One Nine, offered in a vast selection of different fits and funky fabrics.