MFW - WHITE Milano 2024

WHITE Milano 2024
*A New Chapter in Contemporary Fashion

written Sarah Arendts

As Milan Fashion Week approaches, all eyes are on WHITE Milano, the event that has become a global hub for showcasing cutting-edge women’s prêt-à-porter fashion.

Running from September 19 to 22, WHITE Milano returns with more than 300 brands, pushing the boundaries of style, sustainability, and innovation. Hosted at iconic venues Superstudio Più and BASE Ex-Ansaldo, the event promises a potent mix of established labels and rising stars ready to shape the future of fashion.

WHITE MILANO 2024
MIAORAN STUDIO

WHITE MILANO 2024
THE WHITE RAVEN

The buzz around this year’s WHITE edition is electrifying, thanks to its carefully curated lineup of designers who challenge conventional norms. The show’s emphasis on sustainability and originality sets a new benchmark for contemporary fashion. Alessia Cappello, Milan’s Councilor for Economic Development and Labor Policies, underscores the significance of this moment: "Fashion is Milan’s asset. WHITE continues to be a powerful force in driving forward employment and reputation for the city, with a clear focus on future-forward trends and innovative solutions."

WHITE’s famous "Secret Rooms" are back, spotlighting emerging designers who have been carefully handpicked for their vision and bold approach. This season, talents like YANGKEHAN, MIAORAN, and PROTOTYPE: AM are at the forefront, each transforming traditional craftsmanship into something new and daring.

Secret Rooms Where Emerging Talents Shine

WHITE MILANO 2024
PROTOTYPE: AM

YANGKEHAN blends classic oriental aesthetics with a fresh, contemporary twist, offering intricate handmade garments that radiate feminine power. Meanwhile, MIAORAN’s SS25 collection, "La Tempesta," channels nature’s raw elements through macramé techniques and sustainable practices. From stormy seas to delicate sands, MIAORAN’s vision of genderless clothing marks a new frontier in fashion’s fluidity.

Berlin-based PROTOTYPE: AM flips the script on office wear with its "OUT OF OFFICE" collection, playfully subverting corporate dress codes with a palette dominated by olive green and striking silhouettes.

WHITE’s Loft and Basement spaces have long been where boundary-pushing collections find their home. This year is no different. South African designers—like FIKILE SOKHULU and GOOD FRIDAY—bring a global perspective to the Loft, combining craftsmanship with striking feminine elegance. On the other hand, the Basement is reserved for those pushing the limits of avant-garde design. VANDERWILT’s leather sculptures and VUSCICHÈ’s botany-inspired creations are testament to the growing demand for sustainable, circular fashion practices that still feel luxe and tactile.

WHITE MILANO 2024
CAVIA

WHITE MILANO 2024
YID'PHROGMA

WHITE MILANO 2024
YID'PHROGMA

With ExpoWHITE, the boundaries of fashion are extended far beyond Italy. This season, WHITE welcomes emerging designers from South Korea, Latin America, and Armenia. The global scope is undeniable, with designers like MAN.G from Korea and VERDI from Colombia showcasing collections that merge local heritage with global appeal.

In a major first, WHITE also partners with Istituto Marangoni for the debut edition of the “I’M TALENT SHOWROOM,” spotlighting the institute’s most promising alumni. This collaboration highlights WHITE’s commitment to nurturing the next generation of designers, offering a platform for young creatives like Victoria Jenkins of UNHIDDEN and Jun Zhou of PRONOUNCE to connect with international buyers and fashion industry heavyweights.

ExpoWHITE
A Global Stage for Emerging Markets

WHITE is a cultural platform where fashion, music, and business intersect. With a diverse of events, WHITE solidifies its role in shaping industry trends and future outlooks. WHITE Milano 2024 os going to reflect fashion’s evolving landscape, driving sustainability, creativity, and innovation, and influencing the future of the industry.

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(c) WHITE MIlano, 2024 and Brands

WHITE Show Milano *Redefining Summer Fashion Standards

Milano Fashion Week
WHITE Show Milano
New Summer Fashion Manifesto

written Sarah Arendts

As June's swelter descended on Milan, the WHITE Show completely reimagined the summer fashion game at this year’s Milan Fashion Week.

Throwing typical resort clichés out the window, the event rolled out a dizzying array of ensembles perfect for everything from city adventures to sunset beach lounging.

WHITE Milano 2024
June Edition

This year’s WHITE Show emerged as a beacon of high summer fashion, transcending the usual sandy clichés of sun hats and swimwear. The collections brought versatility to the forefront, perfect for bustling city streets and tranquil beach escapes alike. This broadened vision of summer wear, reflective of a burgeoning synergy between fashion and the growing tourism sector, underscored the season’s evolving narratives.

Guided by Massimiliano Bizzi, the Founder of WHITE, the event navigated a challenging global market with audacity. Bizzi's boldness in launching this new event at such a critical time paid off, reflecting in his confident declaration,

“Launching a new event at this time is undoubtedly a bold move, but it has rewarded us greatly.”

Massimiliano Bizzi, the Founder of WHITE

A standout feature of WHITE was its role as a nexus for emerging markets. Here, underrepresented brands found a vibrant stage to display their creative prowess, enriching the global fashion dialogue and introducing fresh designs and perspectives that have often been sidelined.

The fair’s carefully curated selections boasted unique materials, meticulous craftsmanship, and rich cultural narratives, weaving a rich tapestry of fashion as much about identity as aesthetics. Highlighting this narrative was the “Aurora” collection by Agua by Agua Bendita, a tribute to Colombian artisanship with its exquisite, heritage-rich designs.

The international appeal of the event was palpable, attracting top-tier buyers from luxury strongholds in the Middle East to retail giants in Japan, such as Takashimaya and BayCrew’s, spotlighting WHITE’s critical role in shaping fashion trends across continents.

The event skillfully married fashion with lifestyle. Evenings at the White Resort garden buzzed with performances and gastronomic experiences, crafting an immersive atmosphere that celebrated the aesthetics and ethos of summer. The Lounge space, for instance, showcased the sporty-luxury hybrids of brands like SUMMER GAMES, which resonated with modern, eclectic tastes.

The latest iteration of the WHITE Show raised the bar for summer fashion and exemplified the dynamic evolution of fashion events to meet new consumer demands and market shifts. By interlacing creativity, market insight, and cultural diversity, WHITE has sewn a vibrant new narrative into the global fashion fabric, heralding a promising future for its diverse audience.

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(c) WHITE MIlano June 2024

WHITE Milan 2024 *Revolutionizing Fashion

Milano Fashion Week
WHITE Milan 2024
Revolutionizing Fashion

written Monica de Luna

WHITE Milan stands out as a pinnacle of innovation and a gathering point for global fashion enthusiasts.

Running from February 22 to 25, this edition represented a pivotal moment in the event's journey, demonstrating a bold leap in its commitment to sustainability, inclusivity, and aesthetic innovation.

Brand: MIAORAN Studio

WHITE Milano 2024
Brand: PROTOTYPE AM

The introduction of the WHITE Village, a B2C initiative, was a testament to the fair's commitment to embracing a broader audience, attracting over 18,096 visitors. This initiative, alongside the main event, underscored Milan's pivotal role in the fashion industry, drawing in a global crowd of buyers, editors, and fashion professionals.

With its blend of innovation, inclusivity, and sustainability, WHITE Milan is crafting a new narrative for the fashion industry, one that resonates with the sign of the times.

The show's layout itself was a narrative of change, eschewing traditional design for a dynamic interplay of black, pink, and mirrored details that promised an immersive experience. This transformation was not just physical but also symbolic of the event's broader vision to reflect the current zeitgeist, where fashion serves as a mirror to society's shifts and transformations.

Massimiliano Bizzi, President and Founder of WHITE, emphasized the post-pandemic world's demands on the fashion industry. He highlighted the event's role in setting a benchmark for women's fashion in Milan and outlined the ambitious path ahead, marked by innovation and collaboration. The Expo White project and the (Textile)Times initiative are perfect examples, aiming to bridge Milan with emerging markets and support international designers.

The event showcased an impressive brand mix, with around 300 brands presenting their collections. Notably, the Secret Rooms project offered a unique discovery experience, highlighting the creative prowess of designers like PROTOTYPE:AM and YANGKEHAN. YUME YUME, the special guest, captivated the audience with its "The travel of a single drop" collection, blending originality with whimsical details.

Simona Severini, General Manager of WHITE, eloquently stated that this edition perfectly balanced content with its container.

The event's selection process, favoring daring and emotionally charged collections, showcased WHITE's commitment to pushing boundaries and fostering a dialogue between fashion and its audience.

Brand: LaMilanesa

WHITE Milano 2024 Edition
Brand: GOTI

Brand: Kasei Archive

The event's sustainability focus, highlighted through a collaboration with the United Nations Industrial Development Organization, showcased a commitment to addressing global textile waste challenges, reinforcing the event's role as a catalyst for change within the industry. WHITE Milan's latest edition has (again) solidified its status as a key player on the global fashion stage and also as a visionary force, ready to navigate the complexities of the modern world.

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(c) WHITE MIlano, 2024