WOMENSWEAR PREVIEW AND SHOWROOM CONNECTION: WHITE MAN & WOMAN’S FORMULA BETS ON QUALITY
WHITE relies on quality and a well-balance mix of consolidated fashion maisons and designer labels, furthering the connection strategy with Milan’s showrooms, adding a considerable presence of international showrooms, as well as the womenswear previews with the menswear collections (217 brands on show, out of which 157 womenswear brands in the ONLY WOMAN and MAN & WOMAN sections). The second edition of the project Athleisure, with Tomorrow Showroom, is becoming increasingly noteworthy. The trade show’s special Guest is DILIBORIO, while Chinese designer Miao Ran is all set to be the protagonist of a Special Event. In addition to all this, a new format dedicated to the sportswear&streetwear world for the June 2018 edition.
The trade show, under the aegis of the Municipality of Milan and in partnership with Confartigianato Imprese, is due to take place at Tortona Fashion District from 13th to 15th January 2018, and will include a series of important strategic developments. The starting points are the selection and internationality of the proposals: 217 brands, out of which 157 are womenswear pre-collection – by now a go-to segment at the January and June editions of the trade show – the latter are divided into the ONLY WOMAN and MAN & WOMAN sections, of which 40% is made in Italy and the 60% comes from abroad. WHITE was the first to believe in the pioneering formula of introducing the menswear and womenswear collections together, as it is now also happening on the international catwalks. WHITE is the only Italian trade show to believe in the phenomenon of the womenswear pre-collections, thus launching an ONLY WOMAN section with a dedicated layout, showcasing a selected preview of this segment, which is gaining considerable rank in the contemporary fashion scene too.
Special Guest of the event is DILIBORIO, while Chinese designer Miao Ran is going to be the protagonist of a Special Event, with an area dedicated to his label, Miaoran. Sicilian by birth, Tuscan by adoption, Liborio Capizzi was the closest collaborator of Gianfranco Ferré. Juxtaposed visual suggestions, unusual volumes and contemporary craftsmanship: these are the cornerstones of DILIBORIO’s creations. In each collection by the designer, seemingly contrasting souls coexist: tradition and vanguard, ethnicity and contemporaneity, vintage and punk rock suggestions. All this reverberates in the style of Liborio Capizzi, who has recently stated: «I am really grateful to take part in this edition of WHITE MAN & WOMAN, thanks to whose support I am offered a chance to share my personal perspective and DILIBORIO’s Men’s and Women’s universe, along with the trade show’s distinctive cutting-edge universe and international visibility». WHITE has always promoted niche names like DILIBORIO, which boasts a distribution in the best multibrand stores, like Linde de Palais, Antonioli, 10 Corso Como, H Lorenzo, Leclaireur.
Fully different aesthetics for Miao Ran, talented Chinese designer - already distributed in stores like Penelope, Biffi, Club 21 – who is going to contribute to the show with a Special Event. Already renown owning to his genderless approach, Miao Ran founded his eponymous brand in 2014, following his studies at Milan’s Polytechnic and at NABA, a professional background at Missoni’s style department, and after gathering widespread consensus in the art and theatre scene. Miao Ran focuses his creativity on fashion’s multi-functionality, imbuing cuts and shapes with new meaning. A mix of unquestionably extraordinary styles and inspirations, as it combines eastern inspirations with the sartorial flair of the Made in Italy. «I am very glad to partake in this edition of WHITE. I greatly value the scouting and research activity that the trade show has performed over the last few years, in this moment they represent the ideal partner to promote my collection», declares the designer.
WHITE, trailblazing trade show since its very onset, is going to introduce, with a teaser event on 14th January 2018, an important sportswear&streetwear novelty, a segment that has always marked WHITE’s DNA, indeed cutting- edge names like GCDS and KTZ have now become renown labels. Furthermore, the previous editions saw several successful experimentations, like the section Backdoor & La Ferramenta @ WHITE - that has brought to the heart of the Tortona fashion district the essence of the most advanced streetwear - WOKROOM with a blend of vanguard designers from across the globe; the project WOW – WHITE ON WEB with Highsnobiety. Today’s new development of the sportswear segment is the important collaboration with Tomorrow Showroom. The January teaser heralds the birth – in the industrial setting of Ex Ansaldo – Tortona 54 - of WHITE STREET MARKET, the first B&C section business and consumer, which, for the first time at the June 2018 edition, will bring together buyers and end-users from all over the world for Milan’s Fashion Week. WHITE is taking to Milan a successful format - which has already been partially tested in other cities, though not yet in Italy – thus fitting an innovation path encompassing the new digital media. An agreement with one of the most important e-commerce players is under way.
The special format has been developed by WHITE with two of the most qualified interlocutors in the streetwear scene: Paolo Ruffato (promoter and project leader) founder of Probeat Agency – one of the main street&fashion agencies - and Walter D’Aprile, founder of nss magazine and nss factory, digital media agency specializing in top street sport & fashion. D’Aprile is charged with the event’s art direction, as well as being a member of the brands’ selection committee. The teaser event on 14th January will feature a music performance curated by Club To Club music & entertainment authority that every year organizes the most important Italian electronic music festival in Turin (with 60thousand presences in 2017). Club to Club is in charge of the music art direction and the sound landscape design of this section. WHITE STREET MARKET brings together the most authoritative street culture with exhibitions, concerts, workshops, engagement activities for the public, and other cultural activities.
«WHITE has always been synonym for experimentation - so Cristina Tajani, Concilor for Labour, Trade, Fashion and Design - with events’ formats representing a bridge between culture and trade, capable of involving the city of Milan, as it happened with the Urban Catwalks and will no doubt occur with this new project WHITE STREET MARKET».
«Innovation has been an integral part of WHITE’s DNA since its very onset. The project was born thanks to a ground- breaking idea in the trade-fair sector. I am aware that WHITE’s formula of introducing the menswear and womenswear collections together, during the January and June editions, is still innovative. Today, I feel the need to test a new format dedicated to sportswear&streetwear, with the opening to the public that is likely to have a huge potential in terms of e-commerce» so Massimiliano Bizzi, Founder of WHITE.
Under the banner of sportswear, the trade show launches the second appointment with Athleisure – following the June 2017’s initial stage – this strengthening the collaboration with the London Showroom Tomorrow. The format, Ahead - Athleisure for the future @WHITE – curated by Alfredo Canducci Pais Ferreira, Executive Director of Strategy and Development, Tomorrow London Limited, has grown both qualitatively and quantitatively and it is ready to showcase the likes of No Ka’Oi, Monreal London, C-Clique, Sapopa for the womenswear; White Mountaineering, Geym and Kappa x P.A.M x A Four Labs for the menswear. The latter, with other brands, will give birth to a multimedia installation encompassing their collections. So Canducci: «The beauty of sport lies in imperfection. Everything happens thanks to the overcoming of one’s limits, the outcome is seldom assured, but the path is rife with challenges and dedication. Inspired by the Olympic Games, we celebrate with Ahead the competition mood, the survival and perseverance attitude of the sport world, which is increasingly becoming part of our daily lives».
In keeping with the strategy of interaction between the trade-fair and the showrooms, the spotlights shine again on the project Showroom Connection@WHITE, launched in June 2017. This edition is going to parade both designer labels like Lucio Vanotti, M140, YOJ by Laura Strambi, and businesses like Alberto Guardiani, I’m Isola Marras by Efisio Marras, Barracuda, Smarteez and Paper Lace, which will harness this marketing-oriented opportunity, whose goal is to forge and foster a collaboration network among the trade-fair, the showrooms and the brands through a dedicated business and communication strategy, aimed to increase the turnout of buyers in the Milanese showrooms.
In order to further the growing synergy between the trade-fair and the main fashion showrooms, WHITE is bringing to the trade show some of the most interesting international names, like the agency Vald Agency, which is going to parade Henrik Vibskov, Beira, House of the Very Island’s, Anntian and EATABLE; Six London, with Dorateymur, Nicole Saldaña, Toga Pulla; 3rd Eye Showroom, with Fou, Alexandra Moura, LaLa Love; from Berlin The Abyss Studio, with Last Heirs, Used Future; and Wemaisnone. In addition to that, in the framework of the format Friends of WHITE, Baltimora Studio have already confirmed their presence, along with their cutting edge labels.
The area MAN & WOMAN is one of the cornerstones of the trade show’s January edition, thanks to an exhibiting concept that allows showcasing the menswear collections and the womenswear pre-collections together. Among this edition’s names that cannot be missed there are: Thom Krom which, thanks to its mono-chromatisms, forges an individual idea of beauty; the sartorial aesthetics of Sabàto Russo and Sartorial Monk on show in the Special Area with their essential aesthetics. Among the other highlight of this section there are names like True NYC, the utmost versatility and urban cut of Stighlorgan’s accessories; the romantic and rebel symbolism of Amxander, the artistic couple Jason Alexander Pang and Chen Rong. Last but not least, the diverse aesthetic identities of labels like Sein Clln, Riceman, Fujito and Consistence, which, with their presence, enhance the show’s international mood. Among the Italians Alpha Studio is unquestionably worthy of mention. Furthermore, the creative esprit of Efisio Marras, with I’M Isola Marras, will find its natural habitat in this section.
Another essential asset is the ONLY WOMAN section, conceived to shine a spotlight on the womenswear pre- collections, encompassing both international cutting-edge names like AALTO, the Finnish label launched by Tuomas Merikoski, and big maisons like the high-end brand Semicouture. Next to these names, this section also encompasses brands like Pellico, 2ndday, Besfxxk, Alumnae and Quantum Courage. The ONLY WOMAN section can also boast Shenography, outwear label with a craftsmanship tang.
The usual appointment with Ramponi Award is now at its 8th edition. The contest - conceived and launched by Alfredo Ramponi, owner of the homonymous made-in-Italy company and leader in the production of rhinestones and ABS studs for apparel and accessories – has awarded the creativity of Azzurra Gronchi, young designer from Tuscany specialising in bags and footwear. Her collections display in-depth knowledge of the raw materials, as well as a rare creative flair. In June 2018, Ramponi, the manufacturer based in Carbonate (Como), will land in Piazza Affari, Milan, as it is to be quoted on Milan’s Stock Exchange, under the banner of a path of internationalization and safeguard of their patents going beyond the national borders.
Among the January edition’s new-ins, the debut of two new theme areas: WHITE BIJOUX and the KNITWEAR section, dedicated to cutting-edge hand-made collections. WHITE BIJOUX, the WHITE MILANO area devoted to fashion accessories, has now a brand-new location, which will parade consolidated names in the signature jewelry scene, like Bjorg, Quite Quiet, 0.88 and Sophie D’Agon. The KNITWEAR section, segment that has registered a steady growth and increasing demand by the buyers, is all set to put on show 10 cutting-edge brands and consolidated
labels, like Nanna Van Blaaderen and Avril 8790. Among the debuts, Avril8790 is going to introduce its first 100% knitwear capsule. Oversize cashmere and cashmere-silk cardigans, kimonos and coats feature psychedelic jacquards for a striking chromatic effect, with an ultra-soft dash. Offspring of Mely’s, Knitwear, Avril 8790 is rooted in a history of manufacturing excellence with over 60 years’ experience. Flòsophie by Mirco Giovannini, with 16 unique items, can boast utmost refinement, enhanced through the outstanding craftsmanship of the most proficient Made-in- Italy, down to businesses like Roberto Collina and Brand Unique.
Special focus on beauty and lifestyle with labels like Teatro Fragranze Uniche, Parco 1923, Depot The Male Tools&Co. And many more, offering an insight into the latest novelties of this increasingly important segment.
Another asset of the trade show is WHITE GLASSES. The most vanguard glasses in the international eyewear scene are at the trade-fair, for example the likes of //Delirious, Spektre Sunglasses, Paquerettes Paris. Their presence goes to show WHITE’s willingness to meet the top buyers’ needs by offering the widest range of proposals for the 2018/19 Autumn-Winter.
Brenda Bellei, CEO of M.Seventy, organizer of the trade-fairs: «WHITE is constantly evolving and loves experimentation. Every novelty, each and every WHITE’s expression stems from a careful analysis of the geo-political and commodity situation, starting from the city of Milan and moving on to the catwalks of Shanghai, Tokyo, London (just to mention the ones we covered in 2017), where we produce road shows and events designed to take our WHITE Experience worldwide. All this is possible thanks to our consolidated partnership with Confartigianato Imprese, in collaboration with ITA- Italian Trade Agency».
13-14-15 January 2018
WHITE MAN & WOMAN
Tortona 27 - Superstudio Più
14 january 2018
Teaser Event - WHITE STREET MARKET
Tortona 54 - Ex Ansaldo