The new edition of White Show opens tomorrow. A full return to the usual mission of international research looking to the future.

The renewed format, a crossover of art, design, culture and technology, where the new venues of fashion are explored and special installations are created, sees White’s founder Massimiliano Bizzi working together with Beppe Angiolini, founder of Sugar concept store, who says “The paradigm of post-pandemic stores is destined to change and evolve. A wish for newness has strongly emerged, retailers need to go back to research activities and find stronger and stronger identities carrying their own style. White represents the reference platform for research and SMEs, as well as an important showcase where Made in Italy is supported...

Veronica Magni, a 29-year-old girl, wrote to us and aroused our interest. During the pandemic, she created a collection of bags, all unique and different from each other, focusing on diversity and tradition as core values.

“This was my favorite game ”. Veronica uses these words to remember the entire days spent with her grandmother to create bags with bolts of fabric. A game that one day became a mature project and today is a real profession that gives her the chance to create fashion bags with a vintage touch, thanks to the particular choice of thick fabrics, colors and leather. Costumers themselves are involved in the creative process of always unique and different pieces “just like any woman with her own unique personality”. Following this logic, Veronica’s project is detached from fast-production, entering the narrow and aware circle of small craftsmen. Recently she inaugurated her brand, Magni Collection, officially becoming a free and brave professional.

Daring combinations of extraordinary charm have paraded at the fashion show of Istituto Secoli on Thursday, July 8 at 5.30pm. The Academy made visible the collections of 27 designers at the end of their career on the official website (www.secoli.com) in live streaming. Among its students there are three in particular who, having been identified as the best ones in the school, opened the parade, set in the large daylight of Superstudio, with real experiments on fabrics.

Among the different spaces of our structure, Istituto Secoli decided to set its “fashion tale” in the daylight that with its neutrality lent itself well to the presentation of the different collections made by the young emerging talents who brought the realization of their dreams right here on the catwalk at the end of a three-year course of study.  Behind the realization of the garments there is the study of the digital and virtual world through the different arts that generates, as it is suggested by the name of the inspiration concept “GE.NE.RA”...

In order to keep itself solid over time, a brand must rediscover, reinvent, but above all it  must be able to tell about itself. C.P. Company, our tenant for three years, has always managed to do and still keeps doing so. We knocked on the door of this new neighbor, driven by the curiosity to know him…because it is also thanks to these protagonists that Superstudio Più keeps breathing.

There are many realities concentrated here in the district of Tortona. Among these, there are some that have chosen to grow or develop further at Superstudio Più. A big space that Lorenzo Osti - the founder’s son of C.P. Company and the current president of the famous sportswear brand - defines as “a container whose beauty consists in its neutrality”...

Fashion can be passion, inspiration, art. This is how Flavio Lucchini, who has long been a fashion protagonist, celebrates it with an amazing sculpture.

Flavio Lucchini, as well as an architect, publisher, enlightened entrepreneur, is a refined and visionary artist. His great sculptures draw on his editorial background in the fashion world as creator of the most important magazines and they have become the evident symbol characterizing the three important creative hubs he founded in Milan, Superstudio 13, Superstudio Più, and, the last one, Superstudio Maxi.
DIVINE, an incredible golden evening dress, shines in all its gigantic size (9 meters) in front of the entrance of Superstudio Maxi and lights up Via Moncucco...

Wearable Art, the creative power of Fashion and Art come together to rethink artwork’s concept on its own, a phenomenon able to give life to indomitable works living and evolving with those who exhibits-wears them. Just like the recently announced collaboration between the internationally well-known writer Flycat and the street Broke Clothing brand.

It was the last art exhibition at Superstudio just before pandemic's great shock. Among the first writing philosophy's artists in Italy, Flycat celebrated his 50th birthday and 36-year career in MyOwnGallery with a significant solo exhibition. Kisses, greetings, hugs, toast… A crowded vernissage with more than 500 guests just in one evening.
And then everything closed, exhibitions, galleries, theaters, the previous life becomes a distant and faded memory...

Fashion winds discreetly among design avenues. Considered by some to be a minus, by others a plus. Totally ignoring judgment, fashion with its trends joins living choices, surfaces colors, coverings textures, interventions on shapes.
Fashion and design face market developments and changes together, adapting to the new needs that 2020 has highlighted even more. That's how Fashion responds.

TECHNOLOGICAL FASHION
Technology acceleration is ready to influence, distorting it, the next millennium also with regard to fashion. Fabrics will play a leading role...

Once the first Digital Fashion Week was over, the feeling was that Covid made a further victim: the fashion system. And all that goes with it. A reflection in cold blood on a half-successful event and on how to bring back the fashion trend.  

With great sorrow, I witnessed the last inexistent Milan Fashion Week of June, moved to July, spent among virtual attempts, calls on the web, mega-screens in the deserted city, digitalized presentations, the “missing” White, the most brilliant fair, with its experiments of Street Market and addressing eco-fashion and Fashion Revolution and its innovative men fashion proposals. An empty Tortona district, which used to be buzzing with fashion shows, events, hot show-rooms, restaurants full of creatives, for the sadness of residents and regulars. And the rest of the city, of course...

We asked an exceptional testimonial: Massimiliano Bizzi, founder and beating heart of White Show, the research fashion show that has become the most important contemporary fashion event  in Italy. He settled at Superstudio in 2002 , from that moment he began an incomparable growth and success. With White during  Fashion Weeks  fashion invades the whole Tortona area: more than 500 companies bring their message of creativity always with increasing attendance and interest.  And now? In this short video Bizzi gives voice to everyone’s concerns: less fashion but smarter, more attentive purchases  to people, sustainability as a primary value.

The post Covid-19. "I think that fashion must accelerate a process of innovation, which had already started before: that of mega production, of fashion that no longer has the ability to excite the final consumer. The fashion of the past, elegant, that made you dream, has become a fashion instrumental to marketing, somehow closed in on itself...

Is fashion art photography destined to succumb in front of the advance of mobile phone photos or realized for the fast communication of the web? Giovanni Gastel, photographer, artist, poet and number one of artistic fashion and top quality image replies. His photos live on the most important international magazines and in the museums that talk about contemporaneity.

The fashion world and its way of communicating, how will they emerge from this period of world blockage? Certainly it will be necessary to think deeply about the ways and times of fashion communication but also the message of fashion itself will have to change profoundly.
Print media, for a century, the only «communicating voice of fashion» suffers from a deep crisis given by the increasingly modest contribution of advertising. The magazines themselves close their doors as a result of this «a dog chasing its own tail»: no advertising no magazines no advertising. The imagined entry into the communication of the web is struggling to recover because of the terrible lack of poetry that these media convey...

“La Moda in altro Modo” lands on Youtube, images and testimonies on the golden years of Italian fashion in which Flavio Lucchini has been creator and protagonist as art director and creator of magazines. Project by Gisella Borioli with direction by Giovanni Gastel, the film is a visual and complementary story of the autobiography “Il Destino - dovevo fare il contadino ma ho incontrato la moda (e non sono uno stilista) by Lucchini. A fascinating journey marked by social, costumes, taste and socio-politics changes transformations which Lucchini interpreted through his magazines and his art. Fundamental steps. The 50’s of New Look by Dior: Lucchini creates Fantasia. The 60’s between Haute Couture and Beatles: Lucchini designs Amica and transforms Novità to Vogue...