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