This is the result of an intense scouting activity which has been carried out for more than one year, obtaining the approval of international buyers. A completely new path for WHITE, which reveals an identity marked by international character and innovation.
The original peculiarity of the upcoming edition featuring winter collections is testified by the section dedicated to streetwear, rising from cooperation with Jacopo Pozzati and Marco Evangelisti, owners of the new-generation stores Bottega Backdoor and La Ferramenta.
The project will catalyze different languages, mixing Scandinavian accents and passion for the made in Italy. There will be names with Nordic origins such as Our Legacy, Soulland, Vidur, BWGH and Herschel Supply Co., meeting Italian creations by emerging brands like H.A.N.D. Have a nice day, Camo, Studiopretzel, EJXIII, LC 23, Dempool and AMPM.
Wok Store will bring within the WOOK ROOM fifteen of the most cutting-edge and refined names on the International fashion scene. Julian Zigerli, a young designer working between Zurich and Berlin, reconfirms his presence with his creative printed collections in the section arranged by Federica Zambon and Simona Citarella.
The young designer has been selected by Giorgio Armani to show at the Armani Theatre during the Milan fashion week. The same happened to designer Stella Jean, one of the protagonists of the past editions of White.
A choice ranging from garments collections like Shallowww, Italian-Spanish design with a strong reference to the Internet and technology; up to lines of accessories, like Naviiv, a German name which gives a new interpretation to the classic hat by means of new shapes and contemporary graphics for a product that ranks between haute-couture and streetwear.
Winner of the Inside WHITE Award in September, Lucio Vanotti is also back at White, with a total look that explores the proportions of men’s fashion with new lengths, sizes and silhouettes.
A great debut for Tricker’s, brand of English handmade shoes and Örjan Andersson, a jeans Swedish brand for man and woman. Style and quality without compromises are the expression codes of the brand Uppercut. Street/avant-garde creations. Mix-and-match of different materials, colours and shapes finished with haute-couture criteria, totally made-in-Italy.
White strengthens the communication of its brands with the special area WOW White On Web, created by its team. On the occasion, the space becomes a photographic set featuring a high content of creativity. For the first time, all the exhibitors are asked to sort out the must-have piece of the season within their collections. Product still life and total look will be produced by fashion experts and launched on all the social network platforms.
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