White is coming soon to Milan – June 17 – 19th

Dear Shaded Viewers,


June is here and you know what that means? WHITE is back and this edition there are 300 brands on exhibit and many special projects. Let me try and break it down for you. The trade- fair previews womenswear during the menswear fashion week. This edition the special guest is POAN. POAN, the brand,  personifies multiculturalism  and unlike a certain president, embraces everyone regardless of place of origin. The border less fashion label POAN is an acronym for Peoples of all Nations. The Austrian, Georg Weissacher is the designer behind the brand and he learned his trade while working  as the head designer for Vivienne Westwood. His label is about history and culture and his vision for the modern gentleman. NEHERA is a guest womans wear designer and will preview her woman’s pre-collection. Synergies with showrooms like Tomorrow for the Athleisure, Six London, Baltimora Studio and The Alphabet will round out the fair. WOW – White on Web will focus on cutting edge creativity  at Ex Ansaldo in Via Tortona 54 where you will find 12 designers that have been hand picked by WHITE’s talent scouting team and will be featured in collaboration with Dazed Digital for editorials.  For sure you all are familiar with the work and reputation of Dazed Digital but for those few of you unaware of H Lorenzo,who will come to select one brand for a special project, he has a cult store in Los Angeles.


As you can imagine WOW – White On Web means that these brands will be active on the social networks and online thus opening up even more opportunities for the buyers always on the look out for the next new and innovative brand. As many people shop on line or via social media WOW will do some of your work for you but bringing their chosen designers into the spotlight. The protagonists from this years edition are Arrabal, Frolov, The Am Crew, Heliot Emil, Feng Chen Wang, Hymski, LAT, Le Tasca, Muet, Julia Seemann, Sheena, Shirtstudio, Sobec Rebuild. The images above will give you a better idea of what is on offer, Oversized accessories from Arrabal, Frolov from Kiev owes a bit of their impact to the exceptional testimonial of pop-star Rihanna who is a fan of their elegant sportswear. The Am Crew was inspired by the singer-songwriter and actor Justin Gossman  who appeared in Tom Ford’s “Nocturnal Animals”, the rocker look.  Heliot Emil plays on the current trend for gender fluidity, Hymski deconstructs day wear, LAT and Julia Seemann  offer effortless elegance while Le Tasca proposes functional streetwear, Muet is all about the hat and Sobec Rebuild put their own mark on jerseys and sweatshirts of famous sports and music brands with a vintage twist.


More news is coming all the time I will keep you updated on the Ramponi Award at WHITE Man and Woman, more on the catwalk with CNMI aka Camera Nazionale della Moda Italiana, the selected brands for the New Artisanal View with MIAC, Albini Group’s White Essentials putting a light on that always essential white shirt, and much much more.

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Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.