September is fashion’s month. September is the White‘s month. The most important trade show for this sector in Italy. A reference point for international buyers and press.
On 17 September, as usual, it was held at Palazzo Marino the fair’s press conference. Always participate actively, the City of Milan, has renewed its support for the event through the words of Cristina Tajani, commissioner for Fashion and Design: << We are pleased to support our patronage to this important event for the city, especially since because on this occasion it is highlighted and recognized the productive and creative side of young designers, as well as that of the historic brands participating always at White >>. Massimiliano Bizzi, founder of White, later intervened by providing record numbers: << White is not a "pure" trade fair, which in Milan among other things would not make sense because here we have the largest and most important show- room in the world, but is rather an event where fashion is research, creativity and quality. This is why this year we have 186 new brands, which is really great. 34% of 500 brands participating are international, and this is the issue on which we need to improve. But we can be satisfied because we take the risk of renewed each time at least 30% of the designers showing at White. The goal is always to find for visitors new incentives >>. These are the words of Bizzi that is charged and ready for the upcoming edition to be held on 26, 27 and 28 September in three locations: Tortona 27 (Superstudio Più), Tortona 35 (Nhow Hotel) and Tortona 54 ( ex Ansaldo). But let’s focus on new brands, the real stars of the event, and on Francesca Cella, general manager and White team-style leader: << never like this year we focused on research. With my five people's staff we worked a lot on R & D, finding very interesting emerging brands, so as to meet the press, the public and of course buyers. Do not forget that White is a very important showcase >>. Among the brands cited by Cella it is to report Sapopa, emerging brand, whose leitmotif is absolutely unique. For the first time ever in fact a brand created a collection active-wear tailoring women. << We are very proud >> explains Piero Righetto, founder with Maria Elena Ghisolfi brand. << The sporting side and the tailoring are two souls always considered very far apart. We wanted to merge them into something unique and extremely modern and elegant. Our product is all made in Italy; despite this we are very keen on the concept of “community” typical American. We want that customer which is purchasing Sapopa does it because he feels part of a project, an important vision, and not just the need to have this particular outfit >>. Among other contemporary brands with “urban” style, stand Toga Pulla Footwear, Barbara Alan, Avn, Bonomea and Vaerso.
At the press conference also intervened Gisella Borioli, founder and CEO of Supertudio Più, who announced the presentation, during White, of the official Tortona Fashion District‘s logo. << This district is born, in fact, already in 1983. With the passage of time has evolved bringing high concentration of showrooms and stores. That's why we decided to create a dedicated website and a map with highlighted both the historical brands of Tortona's area that those new, emerging >>.
Milan is in fact increasingly taking up with the other fashion capitals of the world, and that, thanks to important events such as White, manages to offer something extra: the quality and the search for new ideas, new frontiers of contemporary luxury.
ph & video courtesy: press office
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