The White Show in Milan, the perfect window for the emerging and the contemporary designers, has been one of the events I couldn’t miss during the Milan Fashion Week. The WHITE represents nowadays with no doubts the biggest italian tradeshow in fashion, leader in the research and meeting point of all bloggers, buyers, journalists or simply trend-hunters during the Milan Fashion Week.

This year there were 511 brands at the White and among them 189 new entries and 145 foreigner companies.

The shows of Situationist by the Georgian designer Irakli Rusadze which opened the White event (look at the below gallery), put on the catwalk long dresses in velvet, clothes with original cuts, rigorously slim jumpsuits, in leather and with chains.

Highlighted at the show also the cosmopolitan design by the brand Sainte Courtisane, winner of the fifth edition of the Ramponi Award, the creative excursus by Lucio Costa, especially with the “SO LUCIO!” installation at the “My Own Gallery” and the talent of Irma Cipolletta awarded with the “Inside Award”.

This year in my loves at the first sight I can list the brand Lucille which suggests a romantic and fine collection, the brand Essentiel (which I was wearing for my day at the White Show) always funny and very original and the collection by Derhy for Manish Arora very coloured and full of life!

I finally had the chance to interview Brenda Bellei, Co-Founder of the White Show Fair Milano who told me about the importance of the selection process and the search of the new fashion, accessories, jewelry brands for the trade show:

“We carefully select the products of our research for the woman’s world at 360 degrees, from the bijoux to the accessories to the dresses. Most of the brands we select can be proud of a great research is sustainable textiles or sometimes have in their concept some technological or simply innovative ideas. On top of that we always take into account a good quality-price ratio especially for the small Italian companies. We basically try to make the shop life easier by selecting some qualitative products they can sell together with their usual top ones”

And regarding Situationist she adds: “we have been really proud and enthusiast to present our Georgian guest this year, who chose as testimonial Bella Hadida in a period in which the unisex and the clean stile, elegant and sophisticated at the same time, is one of the most common research in the market.”



More to Come


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