Coming Soon – WHITE Milano will open in two more locations starting September 22 – 25th in the Tortona Fashion District

Dear Shaded Viewers,


The most powerful trade show in Milan is opening in less than two weeks, the show is dedicated to womenswear and accessories and will launch September 22 to the 25th in partnership with Confartigianato Imprese and under the aegis of the Municipality of Milan. Something really exciting is about to happen at the new location Tortona, 31 Archiproducts is in partnerships with Mastered, the prestigious London-based talent development company which collaborates with industry leaders like Tim Blanks, Nick Knight and Fabien Baron, to name just a few. The brands selected by Mastered and WHITE for this edition are: Alexandra De Curtis, accessories and bags drawn by Toto grandniece, Isla Fontaine hand-made bags and accessories from Venice, Tessa Spielhofer and Laael with their design and experimental bags and accessories and the eco-leather accessories and outwear by Heurueh (by Afaf Seyam).


Tortona 31 is getting ready to host the show’s special guest, SSHEENA. You might remember in a previous post I told you about the brand launched by Sabrina Mandelli, she is also the Womenswear Head Designer with OFF –WHITE c/o Virgil Abloh). You might remember that she was the winner of the Time Award 2016, brand accelerator project launched by WHITE back in 2015 in collaboration with Camera Italiana Buyer Moda, sponsored by the Municipality of Milan and raffled by ITA – Italian trade Agency. A few months ago, in April she was the protagonist of two important trunk shows also under the aegis of Time: the first was at the prestigious multi brand store in Los Angeles, H Lorenzo and the second in New York’s Hotoveli, another must on your shopping tour in NYC.


Efisio Rocco Marras is a special designer at WHITE MILANO and author of I’M Isola Marras’ new course. His capsule collection consists of 30 special items named “Walking Life”. The set designer Paolo Bazzani has conceived a setting that corresponds with the theme of “Walking Life” which is a combination of youthful and romantic ideals with the rebellious side of the punk movement. This will be positioned in the headquarters of Camera Italiana Buyer Moda.


Even though the international side of WHITE is extremely important let’s not forget the importance and the power of Made in Italy. Two areas will be set up by WHITE in collaboration with institutional partners like Confartigianato Imprese and Ice-Agenzia.


«WHITE has become increasingly international over the years thanks to the incessant promotional work performed by the Trade Show – so Brenda Bellei, M. Seventy’s CEO, the trade-fair organizer – Today WHITE is an important and essential appointment for international buyers, whose are increasingly present in Milan. This remarkable outcome results from promotional activities carried out abroad, like the road shows WHITE organizes on a regular basis on the most appealing marketplaces, but also thanks to the fruitful and longstanding collaboration with Ice – Agenzia, which aims to foster the incoming of buyers»


Two areas are set up by WHITE in collaboration with Confartigianato Imprese in the framework of the project MIAC – Moda Italiana Aziende Contemporary. At WHITE LOUNGE in Tortona 27, you will find a selection of renown made in Italy apparel and accessories brands. There you will find brands like Pourquoi me by Elena Montagano, Kyara La Belle, Montegallo, Le Dangerouge, Occhialeria Artigiana and many more. WHITE STUDIO is a new format on stage, at ex Ansaldo in Tortona 54 where 11 young Italian maisons will be presented. These brands have already been highlighted at International competitions around the globe. And this is exciting, 9 of the top Italian retailers, authorities in the fashion industry, have selected 9 promising designers that they would like to support. Partnerships undertaken at WHITE STUDIO: Filippo Laterza, supported by Asselta (Barletta): Greta Boldini chosen by Sugar (Arezzo); SETTE with Biffi (Milan); Rossorame, selected by Giglio (Palermo), and more…


SHOWROOM CONNECTION @WHITE was tested at WHITE MAN & WOMAN last June and the success is confirmed with businesses like Casadei coming back to WHITE. The footwear brand has decided to give a world premier “WALL”, a capsule collection designed to recodify the brand’s heritage with metropolitan aesthetics.


At Tortona 35 – Hotel Nhow, you will find contemporary collections that keep an eye on the quality-price ratio. Here you will find brands like YAYA, Derhy, Bijouets, Kleos, AG Alessandro Giada, Bioenuma, Urbahia and Liv Bergen expressing its creativity through denim. At this edition, the WHITE international scouting team is bringing the creative spirit of Kazakhi designers Aliya Valeryavna, Kamila Moor, Utari, Zibroo Design and Yki.


There is so much to cover it is no wonder WHITE decided to extend this edition which showcases 532 brands, of which 368 are from Italy and 164 from abroad. WHITE is the obvious destination to discover a great mix of international and Made in Italy brands. After all everybody knows that Made in Italy stands for heritage, quality, creativity, know-how and pride in what they produce and it is those qualities that make Made in Italy supreme in the world of fashion.




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.