WHITE, the international showcase of contemporary fashion and reference for the new generation of designers, is back in Milan for Fashion Week 2019. The Milan edition of WHITE 2019, opened on 19 September, with a new location, new projects with exhibiting high-quality companies. White Milano confirms itself as the marketplace where womenswear interacts with the most influential international players in the sector, in a unique context.
WAIT, participating in the days of the WHITE, has selected for you a list of the most attractive brands exhibited for the SS20 season.
AMNUE is one of the most popular emerging brands in Asia. It is the result of creative innovations by a team of designers from the world of architecture, painting and photography, who unite different souls and their professional experiences in a new collection.
Taking inspiration from the philosophy of the Dutch artist Lawrence Alma-Tadema (1836-1912), published in particular by his work of the Romantic period “Ask Me No More” (1906), it derives a collection with timeless tailoring, with soft colors and reassuring: an expression of delicate and gentle emotions, just like in the painting. The strength of the collection lies in the multiplicity of colors, from soft pastel colors to the contrast of black and white that shows a particular visual impact, which is as peaceful as a romantic atmosphere by the sea.
Suitable for any type of occasion, the collection explores the boundaries of unisex but is especially geared towards multiplicity – like the team that conceived it – of today’s female characters. Today’s women, who can be as kind as they are passionate, classic and contemporary and at the same time elegant and casual.
ESSENTIEL ANTWERP is an important brand in the Belgian panorama but it is also the story of a unique success of its kind for the country. Born in 1999 as a simple collection of basic T-shirts, it then becomes a colorful Ready-to-Wear collection for men and women: thanks to the creative minds of Esfan Eghtessadi, son of designer Nicole Cadine, and Inge Onsea, a passionate model of colored prints and fabrics thanks to his many stays in India.
Today, the collection and the brand are synonymous with “fun fashion“: it is, in fact, renowned for its bright colors, frivolity, floral prints and a style that is sure less sober than those of the brand previously cited. A unique collection of its kind, accessible to everyone thanks to the wide choice of proposals. The brand that today has more than 40 stores worldwide, planned for the future in growth and expansion.
HOUSE OF MUA MUA is a story of passion, for one’s craft and art, and a good heart. Ludovica Virga, the creative mind and designer of the brand, took her first steps in 2006, while on a beach in Bali. You decide to make the dolls with the crochet technique to give as a gift to the inhabitants of the island, remaining without work due to the tourism crisis after the tsunami in Indonesia in 2004. The first real collection was born by chance as a gift to a dear friend, but success comes in 2009 when the designer (aka Luvilu) meets Karl Lagerfeld during a Chanel fashion show in Venice, to whom she donates a “Mua Mua Doll” with the appearance of a fashion guru. The stylist, impressed, proposes a collaboration by commissioning 500 Dolls to sell in Lagerfeld stores. Here’s how the success becomes immediate and so House of Mua Mua is born: the brand is sold in the most important e-commerce and concept stores in the world, enriching the Dolls collection with many other characters from the fashion world (Anna Wintour, Franca Sozzani, etc.).
From the designer’s creativity, a collection is born that describes her ironic vision of the fashion world. No longer just crocheted dolls, but a collection of accessories, t-shirts and dresses with a slightly irreverent mood, with pop colors and sophisticated materials that, from 2015, gives life to ready-to-wear women’s collections and women’s accessories. The beneficial aspect has never disappeared the dolls are reserved in Bali by the women who live in the most rural areas and part of the proceeds from the sales is destined for them and fot a school in Sumbawa, or to help support women’s education.
