INCREASING LEADERSHIP. TOMORROW OPENS A NEW WHITE WOMAN EDITION

The stories people’s write and read are so many, but only a few of them come true. White, an all-Italian project founded by Massimiliano Bizzi, is one of those tales that turn into something tangible, real. So here is that, after a succession of increasingly important issues and numbers, this enduring event during fashion week in Milan is preparing to open its doors tomorrow. “From the first edition of White born in via Tortona, this is the most relevant not just for the numbers, but especially at the level of planning, thanks to important partnerships that have made us realize how far we have gone. Today White is a leader who has found his DNA in characterizing a very specific field, that of contemporary fashion. Not just a project but we have defined a segment, we bring to Milan and then in the world”. So opens Bizzi at the press conference held at Palazzo Morando on the 13th of September.

From 24 to 26 September 2016 the fair sponsored by the City of Milan, will light up the Tortona Fashion District inaugurating five new research areas with a growth of 32% of foreign brands. Among these are two hundred new entries that confirm the White scouting ongoing with a view to call buyers from all over the world. And the latter responded with record numbers thanks to a collaboration with ICE – Agency for the promotion abroad and the internationalization of Italian companies.

But let’s talk about fashion. Among the many innovations is the “RED AREA – ONLY NEW BRANDS @ WHITE” that will house about thirty new fashion talents both our local and internationally including: Federica Berardelli that produces bags all made in Italy, Luca Airoldi specializes in knitwear, Trenta7 by Eleonora Moccia offering shoes with masculine cut but feminine aesthetics, Ruby Feathers Canadian jewelry brand founded by Sigourney Burrell and, finally, Andrea Insua who makes clothes through a skilful blend of Italian and Guatemalan culture.

For this edition the space “BASE – WHITE STUDIO” is renewed to accommodate new generations of craftsmen brands. Born from an idea by Clara Tosi Pamphili and Alessio de’Navasques, this is the first project of MIAC – Italian Fashion Contemporary Companies. White reinterprets so the artist residence “casaBASE” with ten rooms that house the designer in a scenic setting freely inspired to Wes Anderson’s film aesthetics or the interiors of Jaco Van Dormael’s film. Among the creative stand out the names of Asciari Milano, Bistrusso and Manfredi Manara. “A representation that goes beyond the cultural or trade show: a game to enhance that the stories told are true and ready to be sold. Our creative craftsmen are in the head as well as in the hands inhabit the ten rooms of a surreal hotel, we will enter to know them and share their visions of fashion “DreamMaker” of a future where the talent is an asset to be managed seriously”. So Clara Tosi Pamphili describes the zeitgeist of the project. A space that in the system more and more business oriented fashion, prefers the quiet aspect of manufacturing tradition.

Ramponi Prize could not be missed. Now in its third edition, is won by Twins Florence, a Tuscan clothing brand founded by Linda Calugi. Among the reasons that led to this victory emerged an excellent match to the criteria of creativity, innovation, research and design; aesthetics and ability to advance the state of the Italian fashion compared to market criteria.

But it does not end there. White has created an area dedicated to fifteen designers from China – WHITEAST – among them the name of Jinnnn. This space is born with the now familiar and important LUISAVIAROMA collaboration that will promote, for the occasion, Chinese designers via a dedicated editorial focus and a live shooting visible on social networks on the online store and on White channels.

Space dedicated to international designers does not end here, there will indeed be more areas for creative from countries such as Georgia, Belgium, Portugal and Argentina. And this is not surprising, especially for two reasons: the first is the expansion at the structural level of White who sees grow by 25% more than in previous years, the second – and far more relevant if we still consider fashion as an artistic, creative process, where the center is still room for dialogue and research – is that the Bizzi team never stops doing scouting. It always goes further, where many, for various reasons including strong market interest, do not dare to look.

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ph courtesy: press office