From 22nd – 24th June 2013, White Milano will unveil its new strategy, headed by its new general manger Francesca Cella, in via Tortona, Milan.

The show will present both menswear and womenswear collections from a total of 125 exhibitors, of which 78 are new entries. For this edition the show's organization has signed an agreement with Milan's street-wear-minded boutique Wok Store (, based in Via Col di Lana and opened in 2009, whereby owners Simona Citarella and Federica Zambon will curate a section of White called Wok Room, which is aimed at international buyers. The section will offer men’s and women's apparel and accessories from the following brands; Simona Vanth, KTZ, Bag’N’Noun, Baggy Port, Vice & Vanity, Lucio Vanotti, Tothem, 8000eyewear, Uppercut, SuTurno, Tidwatches, Norsk Mand,  Wood’d and Julian Zigerli.

Among the new entries to White are Tsumori Chisato, who will show for the first time in Milan a preview of its S/S 2014 collection, which will later be shown during Paris pret-à-porter catwalk shows in September and LodenTal, who are launching its first collection designed by London designer Allegra Hiks. Also on show is Descente Dual-Ism Project, Petar Petrov, Pure, and Ruco Line's women's footwear collection, designed by star-architect Jean Nouvel. Also new will be Phonz Says Black, a much appreciated “rock” fashion collection that will be the protagonist of Quincey's concert-event that will take place inside White's Garden area on Saturday 23rd June at 6pm.

On Saturday night, 22nd June at 8pm, inside the ProgettoCalabianaMilano location in via Arcivescovo Calabiana 6, will be the White Triple Party, which will host Fabio Quaranta's menswear show, and an installation by Silvina Maestro, Uruguayan designer who graduated at St. Martins School and is based in London.

On the evening of 23rd June, Massimo Alba will organise a light-dinner in the garden of Casa Atellani, a historic and culturally interesting complex near the church Santa Maria delle Grazie. Also on show will be Cat’s, Daks London, Roberto Collina, Care Label, CutuliCult, Riccardo Forconi and Ter et Bantine. Also at White Milano will be A.I. Remove, a section dedicated to young upcoming designers focused on made in Italy craftsmanship. Showing here will be Bastit, Augusto Titoni, Emiliano Lazlo, Andrea Verdura, Alessandro di Cola and Soul skin.

“Our aim is now to focus on young global fashion born from the street and appreciated by the young who are more attracted by music and social media worlds, rather than by the established fashion system," commented Francesca Cella, new general manager, White Milano. “This is the strategy we are pursuing by signing this new agreement with Wok Store, one of most avant-garde international street-style stores."