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White Milano Presentation
- 2. Beams, Marimondo Seoul, Isetan-Mitsukoshi, Itochu, Joyce, Sanki, United Arrows, Barney’s, Baycrews, Blues, Daidoh, Hankyu, Mitsui, Sanki, Takashimaya, Tobu, Tomorrowland, Sogo & Seibu, Beijng Zi Zhen, Harvey Nichols, Barney’s New York, Saks Fifth Avenue, Traffic, Louis Boston, Ron Herman, El Corte Inglès, Doshaburi, Elite, Galleries Lafayette, Le Bon Marché, Printemps, Sprmrkt, Didato, Flip Munich, Poolish, Nag Store, Browns, Layers, Square E Vertice, Paris Group, Le Form E Tsum. And also Antonia, Antonioli, Daad Dantone, Pupi Solari, Biffi, Spazio Orlandi, Base Blu, Bernardelli, Coltorti Franz Kraler, Giglio, Gisa, Leam, Degli Effetti, Le Noir, Gigi Tropea, Helmé, L’inde Les Palais, L’incontro, Luisa Via Roma, New Galles, Penelope,Nick & Sons, San Carlo Dal 1973, Silvia Bini, Sugar, Tessabit, Tiziana Fausti, Coin, La Rinascente, Yoox and many others. These are just a few of the names recurring on the list of the more than 17.000 visitors of White, the international tradeshow of contemporary fashion which, on the four editions of the Milan fashion week, has become one of the major and reference events for the experimental brands and for many first-rate companies.
- 3. White Milano is staged throughout three street numbers at via Tortona for a total of 450 exhibitors. Tortona 27 with its unceasing desire for pure research. 250 EXHIBITORS Tortona 54 with its experimental selection which immediately charms. 120 EXHIBITORS Hotel Nhow in Tortona 35 the glamorous location which welcome the collections dedicated to international multi-brand top retailers. 80 EXHIBITORS There are four dates a year with White Milano, during the fashion weeks: two editions are dedicated to womanswear in February and September and two in January and June for men fashion together with the women’s collections anticipations. FENDI MONCLER BELSTAFF DIESEL Via Tortona Alzaia Naviglio Grande ViaValenza PiazzaleStazioneGenova Ripa di Porta Ticinese Via Voghera ViaAmbrogiodaFossatoBergognone Via Tortona Via Andrea Solari Via Savona ViaEnricoStendhal MAISON MARTIN MARGIELA ERMENEGILDO ZEGNA SPAZIO DELLA VALLE SPORTSWEAR TEMPORARY SHOWROOM TEMPORARY SHOWROOM MAGNAPARS GALVANOTECNICA BUGATTI SUPERSTUDIO 13 GIORGIO ARMANI SPAZIO SETMANI BALENGIAGA MCQUEEN STELLA MC CARTNEY T-SHOP POKAI VIERAM TORTONA 37 FONDAZIONE GIANFRANCO FERRÈ HARRY & SONS JANET & JANET LIU JO PUMA VAN LAACK TORTONA 35 - HOTEL NHOW DAGUTTA CIT LUXURY 1939 I’M ISOLA MARRAS INTERFASHION IASAIA NAPAPIJRI CLOSED ANIYE BY LA PERLA GAS TORTONA 54 TORTONA 31 TORTONA 27 TORTONA FASHION DISTRICT M IL A N O M I L A N O SUITE
- 4. Via Tortona 27 is the venue where contemporary fashion trends are presented; over the years, it has gained international value due to the accurate selection focussed on research. This kind of research is given more and more emphasis within the charming area of the Basement, where the creations of leading brands anticipate the fashion trends destined to get a footing in a few years’ time. The Talents area is as full of creativity and experimentation; this section of the show is dedicated to young and new designers of contemporary fashion who are proposing the most conceptual creations on the international scene. Moreover, at 27 Via Tortona there are many spaces consecrated to the most creative solutions and fittings: the customer is provided with a customised concept, made-to-measure to offer those exhibitors wishing to present their collections within a personalised space the possibility of enlivening their booth with events, collaborations and special projects. Today, the show combines well-known brands and young designers, offering a friendly atmosphere - where fittings have been inspired by the installations of a contemporary art gallery - to welcome buyers, designers, journalists, fashion addicts and numerous bloggers in search of the latest trend. While on the February and September editions the show exclusively presents women’s fashion, on the January and June editions, besides proposing womenswear anticipations, men’s fashion collections are in the spotlight. WHITE · TORTONA 27
- 5. WHITE - TORTONA 54 Contemporary style, but with a cooler and more direct approach to appeal buyers coming from all over the world. This is the essence of the apparel and accessories collections selected by White for the area staged at Via Tortona 54, a huge space on two floors inside a historical site of the post- industrial period of the city. Here, during the years of the economic boom, train coaches, locomotives and trams were manufactured, while today, four times a year, the creativity of fashion, which decodes and rereads with casual, urban and street wear style, to experiment the new languages of a young and dynamic style with immediate appeal are presented. During the February and September editions, Tortona 54 is opened to the universe of perfumes and cosmetics within the Beauty area, while eco-friendly collections are presented at C.L.A.S.S.. Attention to the new designers generations is focussed on the Inside area, where young designers at the beginning of their career get the chance of presenting their creations at preferential rates.
- 6. WHITE SUITE - TORTONA 35 The project named White Suite has its source within the White headquarter at via Tortona; this is a section dedicated to international brands signing successful womenswear collections addressed to multi-brand top boutiques. The selection is made on medium-large companies oriented to the international market by vocation and organisational skills, and they present the latest news of apparel and accessories within a comfortable and refined location. A turning point of style, conceived to meet buyers’ requests whole-heartedly and to give a further depth to the show, leader of the Milan fashion week. More than 16thousand visitors are received within an environment recalling a suite, with wide exhibition spaces fitted in a sober and elegant manner. Buyers have the possibility of reaching the showrooms located in Milan thanks to a shuttle service, connecting the show to the business centres in the city. White Suite further enhances the prestige of via Tortona, bringing the soul of White to the context of the Nhow Hotel, a location that combines comfort and minimalism, technology and innovative trends of contemporary architecture.
- 7. WHITE EXHIBITION Via Tortona 27 Via Tortona 54
- 9. Maison Martin Margiela Marséll a 27 WHITE EXHIBITION
- 11. SPECIAL PROJECT @ WHITE Kiton Via Tortona 54 Milan
- 12. SPECIAL PROJECT @ WHITE Lanificio F.lli Cerruti dal 1881 Via Tortona 54 Milan
- 13. SPECIAL AREA @ WHITE BASEMENT Roark Via Tortona 27 Milan SPECIAL AREA @ WHITE BASEMENT Barbara Gongini Via Tortona 27 Milan
- 14. Iceberg Massimo Alba Six London Sartorio Napoli Ballantyne - Starck Damir Doma SPECIAL PROJECT @ WHITE Via Tortona 27 Milan
- 15. Cosmetique Label @ DAAD Dantone boutique Drumohr Tsumori Chisato Faliero Sarti Zucca Marithè + Francois Girbaud SPECIAL PROJECT @ WHITE Via Tortona 27 Milan
- 16. Care Label @ Biffi boutique Gustavo Lins @ DAAD Dantone boutique Fulvio Lupara Tonello Costume National Aspesi SPECIAL PROJECT @ WHITE Via Tortona 27 Milan
- 17. Alexander Wang @ Antonioli boutique Marsèll Goccia JD De Castelbajac Roberto Del Carlo Lodental Boglioli + Kolor SPECIAL PROJECT @ WHITE Via Tortona 27 Milan
- 18. Opening Ceremony Gustavo Lins SPECIAL PROJECT @ WHITE Via Tortona 27 Milan KTZ KTZ Opening Ceremony Zucca
- 19. FASHION TRADE SHOW MAN’S & ACCESSORIES COLLECTIONS Juanary - June
- 20. At via Tortona, vibrating heart of one of the most prestigious design & fashion districts at International level, White is launching a service that will actively involve the showrooms present in the city, an important resource for Milan, the only hub that can rely upon 600 business centres making it the greatest exhibition pole worldwide. While examining and evaluating such an exclusive peculiarity, White has started holding a dialogue with the medium and large enterprises owners of our sector, also meeting the buyers’ needs, who are increasingly being pressurized by sales campaigns extended through space and time, compelled to struggle through exhibitions, fashion shows and showrooms. For this reason, White has integrated the experimental brands of which its DNA has been mostly consisting of since its very first editions with an option reserved to all the companies having a single or multi-franchise brand centre in Milan: a venue to show a targeted selection of the new creations plus a customized pick-up service that connects the trade show to the showrooms. In the “showcase” area it will be enough to present even a small sampling of the season mood within a very tasteful installation-outfitting to show the buyers the latest fashion trends and also provide them with a summary and impact overview of the product, before they pass to the purchasing stage, which usually takes place at the showrooms located in Milan.
- 21. Being in Milan, the world capital of the fashion economy, means investing on oneself, on one’s own business, exploiting at best the synergy between White and the showrooms and the flow of buyers who usually attend the show held at via Tortona for their season’s selections.
- 22. VIA TORTONA 27 BASEMENT A private area dedicated by White to the most expe- rimental brands on the International scene, as a new stage for fashion. WHITE INSIDE The part of White created to encourage the research on new languages and the development of new experimental proposals. GARDEN Entry White S/S 2014 MEN’S & WOMEN’S COLLECTIONS NEW PROJECT WHITE SHOWROOMS Each showroom will offer a personalized shuttle service that will take the buyers who are interested to their location.
- 24. WHITE EVENTS “Origine” by Antonio Marras Bramante’s cloister Milan
- 25. WHITE EVENTS “Il giardino segreto” di Massimo Alba Botanical garden in Brera Milan
- 26. WHITE EVENTS Catwalk Stella Jean Rotonda della Besana Milan
- 27. WHITE EVENTS “Catwalk Uma Wang” Palazzo Reale Scala delle Caria- tidi Milan
- 29. WHITE EVENTS Catwalk Henrik Vibskov Via Forcella 13 Milan
- 31. WHITE EVENTS Performance Ilaria Nistri Via Forcella 13 Milan
- 34. WHITE TRADE SHOW Via Tortona 27, 35, 54 - Milano - Italy M.SEVENTY WHITE TRADE SHOW PROMOTER Via Brembo, 23 - 20139 Milano - Italy - ph. +39 02 34592785 - fax +39 02 57407553 info@whiteshow.it - www.whiteshow.it