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18/02/2024 | MILANFASHIONWEEK

WHITE SHOW: THE GLAMOUR OF VIA TORTONA

Via Tortona comes alive with the return of WHITE Milano, a meeting place for fashion professionals, scheduled to take place from February 22 to 25, with the aim of unveiling the trends for fall/winter 2024-2025. The event, featuring the participation of around 300 companies, is located, as always, in some of the iconic venues along Via Tortona, with the main point at Superstudio Più, where it all began in 2002. The Secret Rooms will welcome new talents and innovative designs, while the WHITE Village will offer a rich program of events focusing on sustainability and technology. A dynamic stage featuring exhibitions, fashion shows, and meetings.

Via Tortona is ready to dress up in glamour thanks to the return of the long-awaited WHITE Milano, one of the most relevant and dynamic events promoted during Milan Fashion Week. From February 22 to 25, the spaces of the Tortona Fashion District will be populated by international buyers, fashion editors, and fashion industry professionals, ready to admire the new women's ready-to-wear collections dedicated to the fall/winter trends of 2024-2025.
   WHITE Milano is more than just a fashion fair: it is a movement that redefines the boundaries of fashion. The protagonists of this significant initiative are approximately 300 companies from around the world that will showcase their collections within some of the most iconic venues along Via Tortona: Superstudio Più (via Tortona 27), where it originated over 20 years ago, Base Ex Ansaldo (via Tortona 54) just across the street where it expanded, and Pavilion Visconti (via Tortona 58) recently added.
   The theme "Women…Magical Creatures" of this edition focuses on the value and importance of the woman's figure, always a prominent protagonist in the world of fashion. However, it's not the designers who choose whom to dress, but women themselves who decide how to express and enhance themselves. It's a demonstration of how the fashion industry represents a blend of ideas, creativity and genders that over time have blurred boundaries, becoming increasingly flexible. Massimiliano Bizzi, Founder and Art Director of WHITE, explains: "I think it's evident to everyone that we are going through a moment of significant change, and today, as a group, we are more attentive and committed to the strategic evolution of projects, in line with the change itself, rather than just achieving big numbers. I hope and wish that Milan seizes the opportunity to embrace this transformation and understands it to become the undisputed capital of European fashion."
   During the four days of the event, one of the most significant projects will be the Secret Rooms: five hidden rooms where many emerging international talents will present their collections in spaces set up according to their brand's personal vision. For the second consecutive edition, designer Alberto Ciaschini will reaffirm his presence in the Secret Rooms, showing his iconic cigarette heel footwear, alongside Samanta Virginio, with her pop and hyper-feminine collection. Joining them are Miao Ran, with garments blending masculine and feminine elements in a fluid vision, Yangkehan, inspired by traditional oriental aesthetics, and Prototype:am, a brand specializing in innovative outerwear with an avant-garde touch and dark undertones.
   Since its inception, WHITE has been supporting the new generation of fashion characterized by originality and commitment to sustainability. The entire exhibition is the result of a careful brand mix where differences (geographical and age-related) are overcome in favor of talent. Among the numerous creatives participating this year are Lanhtropy, a brand entirely produced with natural materials, No44, a new luxury brand celebrating denim as a symbol of female strength, Oyuna, with responsibly sourced and produced cashmere items, and Benedetti Life, which champions sustainability and embraces the slow fashion movement.
   The WHITE Village also makes a return, offering a second season full of activities involving exceptional partners such as Albini Group, Mesmerize, BioQitchen, and many others. Following the success of the previous edition, the schedule will also include events at the Mudec auditorium, featuring panels dedicated to topics related to fashion, textiles, sustainability, and technology. 

INFO: February 22-25, Superstudio Più (via Tortona 27), BASE Ex Ansaldo (via Tortona 54) and Padiglione Visconti (via Tortona 58)
Official website: https://www.whiteshow.com/


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