NEW HORIZONS: FROM WHITE PRESS CONFERENCE

The White press conference was held on Thursday 7 September at Milan’s Municipality for the edition that will be inaugurated in a few days, as usual, during the meneghina fashion week. From September 22nd to September 25th, a day more than traditional time, the doors of the contemporary fashion fair will open again in spite of the rotten results of the summer edition held during June, especially with regard to the decline in the Italian buyers.

Massimiliano Bizzi, the founder of the event, is not an entrepreneur who surrenders to the first hurdle. For this reason, it has not only been able to enter many new developments, but above all to expand the kermesse in two locations in addition to existing ones, always in Tortona: the Tortona 31/Archiproducts hub and the space for special projects and events within the Italian Chamber of Fashion Buyer. And so White is enriched by square meters and not only. For this four days, exhibitors increased by 6% compared to previous editions, deciding the record number of 532 brands, both contemporaries and emerging.

And it’s up to the new bosses in the field that bets Bizzi. Like the Ssheena brand that will show on the last day of fashion week at the Scalone Arengario in Piazza Duomo. Among creative young people is also Efisio Rocco Marras, son of the eclectic Sardinian designer Antonio Marras, with a special installation for I’M Isola Marras, where the protagonist will be a capsule of 30 special pieces, from the title Walking Life – with which he expresses the romantic ideals of youth and the punk side of the rebellion – through a set-up designed by the set designer Paolo Bazzani and set up at the official headquarters of the Italian Chamber of Fashion Buyer. But there are not just the initiatives closely related to fashion designing this edition. The focus is also directed at the organization that, albeit always unobtrusive, this time sees White protagonists in synergy with the Mise (Ministry of Economic Development) to coordinate and rationalize the entire fashion chain, which sees aligned with the Milan Fashion Week calendar all the most important trade shows in the industry. – This shows an eye for our industry that needs to fill us with pride and that drives us to be optimistic about Milan’s role in the international fashion system -, Bizzi told reporters.

Significant is also the collaboration with Mastered, a major London development company, within the new headquarters of Tortona 31/Archiproducts. In this space, they will see the collections of selected designers such as Isla Fontaine, handmade jewelry and bags brand from Venice and Alexandra De Curtis, who, in addition to being a designer of handbags, is Totò’s nephew. Again in this area, the coffee brand Lavazza will support young talents such as Martina Spetlova – a Russian promise that lives in London – who focuses on leather processing to enrich her women’s clothing creations. Among the Italians emerge Salvatore Vignola, who proposes a sport-couture style and Roberto di Stefano already finalist of Who Is On Next? (competition launched by Vogue Italia and AltaRoma) with his handbags with a distinctive and sophisticated design.

We can wonder if these new geographies who make up the new White will have the hopeful effect of the latest edition, that is to attract more buyers and press, or if they may even expand the effect even further. What is certain is White’s positioning in an unpublished situation in the landscape that is used to letting go, neglecting. And then fail. All we have to do is wait for the results, the closing numbers of the event. And good fashion week to all.

whiteshow.it

photo @ White