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WHITE presents "SIGN OF THE TIMES"
Presents ‘Women...Magical Creatures’, the February 2024 edition
From February 22nd to 25th, 2024, the Tortona Fashion District welcomes back the exciting WHITE Milano contemporary fashion concept trade fair, an international benchmark for fashion operators, and a showcase for the latest collections from emerging and established designers.
During the four-day event, promoted during the Milan Fashion Weeks, circa 300 creative companies from all around the globe will present their collections in the various Tortona locations - Superstudio (Via Tortona 27), BASE Ex Ansaldo (Via Tortona 54) and Padiglione Visconti (Via Tortona 58) - creating a dynamic platform of exhibitions, catwalk shows and meetings that will showcase a captivating vision of the future trends.
This edition's communication campaign was co-created by a team of talented young creatives, and the theme revolves around ‘Women… Magical Creatures’ which focuses on the intrinsic value and importance of women in the realm of fashion, acknowledging them as great protagonists. However, whilst the designers have a vital role to play, it is the women themselves who decide how to express and enhance their individuality. The fashion sector represents a potent mix of ideas, creativity and genres which, over time, have blurred boundaries to become increasingly flexible.
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In the iconic Superstudio Più venue, in via Tortona 27, this project presents five secret rooms, each of which hosts emerging internationally-renowned designers, who will present their collections in hidden spaces, each crafted to reflect their personal brand vision.
Amongst the selected labels are the designer Alberto Ciaschini, known for his shoes with an iconic lacquered cigarette heel, and Samanta Virginio, with her pop and hyper-feminine vision.
These will be joined by MIAO RAN, with a collection that challenges the codes of masculine and feminine, creating a spontaneous and fluid vision of clothing, and YANGKEHAN, the Chinese designer inspired by traditional oriental aesthetics who infuses soft shades and breezy, almost ethereal, shapes in each garment. Last but not least, PROTOTYPE:AM, a Berlin-based, high-end ready-to-wear brand specialising in outerwear that experiments with dramatic new silhouettes, overlays and volumes, presenting an extremely avant-garde reinterpretation of down jackets and technical garments.
WHITE VILLAGE returns this season with some events also open to the public. The aim is to consolidate and further expand the citywide concept of ‘fuori salone’ during fashion week, and to present a second season full of engaging events with the participation of prestigious partners including Albini Group, Mesmerize, BioQitchen and many others.
Events, cocktails, tastings, DJ sets and performances will be organised in some of the Tortona circuit locations: WHITE Garden, WHITE Bistrot, Botanical Club, MUDEC and Padiglione Visconti.
At the latter location, in conjunction with WHITE, ‘Looking Back by East Market’ will present a range of carefully-selected vintage clothing, high-end crafted items, rare vinyl records and covetable furnishing accessories, organised in collaboration with East Market. To participate, register here.
The Superstudio Garden will also host a special East Market project: the Los Angeles Vintage company will present its collection in a dedicated space, with a unique setup, open both to sector insiders and to the general public.
Cultural activities will also be on the agenda.
At the MUDEC Auditorium, “Tessere il futuro: tra innovazione e nuovi orizzonti di mercato” (Weaving the future: innovation and new market horizons) is a networking event that includes discussion panels dedicated to fundamental topics such as fashion, sustainability, innovation and digitalisation, as well as insights into the impact that AI is having on the fashion industry.
The event will be held on Friday 23rd February from 16.30, by invitation only subject to availability. Registration is at the following address events@whitevillage.it.
The event, therefore, verifies its importance as a key venue in which to explore topics and to stimulate debates in the context of the fashion industry and its evolutions.
