From 17 to 19 June 2017, Italian show White will host its Man & Woman edition and will present a wide selection of international and Italian guests and designers in the Tortona area of Milan.
Debuting for this edition is “Ahead - Athleisure for the future”, a new athleisure section taken care of by Tomorrow, international showroom from London. They will present a special multisensorial contemporary and industrial flair installation curated by Alfredo Canducci, sales and business development director of Tomorrow Ltd. Part of the installation will be brands such as, for instance,
GEYM, Sapopa (already hosted as special guest by White), Ports 1961 X Everlast, 42|54, Exkite, Particle Fever, Charli Cohen, C-Clique and Maria Ke Fisherman.
“This project wants to explore the potential and the limits of the human body,” commented Canducci. “Behind each athlete’s strive for excellence there is a lesson that goes beyond the simple physical labor. Following this source of inspiration we will present visitors a visual, tactile and hearing experience together with some of the most fast-forward thinking athleisure brands of today.”
The show will host a record of 300 brands in total exhibiting around the areas located between the Tortona 27 Superstudio Più and Tortona 54 Ex-Ansaldo. Guest designer of the show will be Nehera, Slovakian women’s apparel brand founded in Eastern Europe by Jan Nehera in 1930, relaunched in 2014, which then immediately became successful after its participation in Paris Fashion Week.
Another special guest will be Poan, short for People Of All Nations, launched in 2015 by Austrian designer Georg Weissacher, previously designer for Vivienne Westwood, now focusing on contemporary knitwear and graphic jerseys to be matched with sweatshirts and sets in precious fabrics. His fashion show, happening on Monday 19 June, at 5 pm, will be included as part of the Milan Menswear Week calendar.
Other protagonists of the show will be Aalto, Finnish label by Tuomas Merikoski, finalist at the Andam Award; P.E. Nation, athleisure brand for women founded by designers Pip Edwards and Claire Tregoning; and VA Victoria Andreyanova, designer from the former Soviet Union.
Two international projects will add an even stronger international character to White Milano: Revolver Inside White and Seoul Fashion Week. The Copenhagen trade show Revolver will continue its collaboration with White by presenting 40 Northern European brands including Libertine, Rains, Deadwood, PackMack, S.N.S Herning, Soulland, Journal and, participating for the second time in White, Wood Wood, who will also be part of the Men’s Week calendar with its show taking place on 19 June at 6pm.
White has recently signed an agreement with Seoul Fashion Week and will invite 20 highly creative Asian brands to exhibit in the Tortona 27 area. Among them there will be Dozoh, designed by Dongwook Jo Choo who graduated at London College of Fashion now focusing on modernist menswear; ATM and Nal Project, a womenswear project exploring new womenswear aesthetics. Also part of the project are jewel brands 1L Studio and Contempoh.
White will also be hosting its annual "Tradition, Value, Beauty" exhibition focused on great craftsmanship and handicrafts examples in fashion. For this edition they will host “White Essentials: Style and Materials on White Shirt” alongside the Albini Group, leading worldwide producer of high-end shirting fabrics. Albini Group top-notch shirting fabrics will be interpreted by a selection of emerging designers who have created their own interpretation of Albini’ shirting fabrics through 15 creations.
