Event: for the third year running, Milan’s city hall joins forces with the most innovative luxury interfaces and key players in the cultural world to host the WHITE Milano trade show. If trade shows are synonymous with miles of identical, livid booths, when fashion takes charge, the event is so well thought-out that it becomes an experience. Not representatives dressed up in their suits, but runway shows, exhibitions and showrooms to discover exclusive women’s ready-to-wear pre-collections and men’s collections. An unprecedented formula for a show that has become a benchmark for buyers and the international press: all this in just three years. The secrets of this success: a new vision of the issues surrounding contemporary fashion, and numerous partnerships. A gathering driven by a profound belief in a future where fashion and luxury are co-written with buyers, technology, history and unsuspected know-how.
WHITE: Rethinking the Fashions Week calendar
With this show, Milan regains its full weight in the international dynamic. From June 17 to 19, 2017, nearly 300 brands will be presented. By partnering with the Ministry of Economic Development , WHITE has earned the right to organize a fashion show during Fashion Week. An effective strategy, which allows the show to benefit from visits from international buyers and important influencers, who come to attend Fashion Week. WHITE’s founder, Massimiliano Bizzi, explains that the success of the show lies in its early presentations. Anticipation: the key in a world where trends are sometimes as ephemeral as a Snapchat post. NEHERA, the resurrection of a brand from the 1930s, calibrated by a pioneering vision of distribution, will open the women’s presentations. This shows that “modern-day” fervor hasn’t declined: it’s just evolved to meet the expectations of new consumers. Anticipating, always.
Anticipation means seeking out brands that are still confidential, and offering them visibility. Anticipation means rethinking traditions: presenting women’s and men’s collections together. For over a year now, a number of brands have been making this their statement. Separating collections no longer makes sense for some. For others, it’s a tradition that establishes benchmarks. A cyclical debate about genres. It’s an ongoing debate in the appearance industry, which likes to play with codes of masculinity and femininity.
The osmosis of tradition and innovation
Competition, presentation ,and enthusiastic designers. WHITE embodies quality, research and innovation according to Cesare Casadei. It’s an opportunity to support Italian know-how and reconnect with the symbols that have made Italy a world reference. Leatherwork, with its rugged, woody scents, the simplicity of essentials; work around fabrics, the love of noble materials. The Albini group will be staging a show featuring white fabrics, to showcase its commitment to quality. For its part, the Ramponi Group is focusing on creative patronage with The Talent Network Award. Camera Nazionale della Moda Italiana is responsible for the entire communication chain, ensuring the visibility of the talents present.
An international fashion system
Copenhagen, Seoul: Milan is at the heart of all the intrigue. New opportunities for business, visibility and meetings for international players. For example, Christian Maibom, founder of the Copenhagen Fashion Fair, affirms his belief in the future of WHITE. Showrooms like Six London and Baltimore Studio, projects with designers like Poan and the presence of CONNECTION @WHITE are helping to redefine the word “fair”. It’s no longer about getting lost in isolated boxes that don’t make sense. It’s about building bridges and highlighting every element of the magical system that is fashion. Collaborations, but also the creation of new functions adapted to economic challenges. Because fashion wouldn’t take to the streets, wouldn’t be displayed in the finest magazines, and the perfecto wouldn’t have become iconic without a well-oiled machine behind it.
A magical system, magnified over 3 days thanks to partnerships with CNMI, Casadei; projects such as REVOLVER INSIDE WHITE and SEOUL FASHION WEEK; exclusive capsule collections from renowned designers thanks to WOW; all brought together in WHITE MAGAZINE, where trends are analyzed, young talents interviewed alongside portraits of emblematic couturiers written by top journalists.
The secret of WHITE Milano: high quality in all areas. Mastery of the entire communication chain. New visibility for fabric producers and designers. The refusal of a hierarchy of functions: all cogs are important. For those who believe that fashion is all glamour and trivia, WHITE is a fine counter-example.
A Carnet de marques representative of all fashion trends
WOOD WOOD
ARRABAL
NEHERA
SOBEC REBUILD
MINIMAL TO
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