Showcase Altaroma

Altaroma and White Milano confirm their partnership once again with eight designers selected by the Roman team: Annagiulia Firenze, BGBL - Bouncing Bags, Casa Preti, CDC_Studio, Caterina Moro, Kinda 3D Swimwear, My Chalom, Zerobarracento will showcase their latest collections in via Tortona from September 23rd to 26th.

The result of the scouting activity pursued by the Roman company for years with the aim of supporting the Made in Italy, and the designers selected represent it as the new fashion generation.

Recently Altaroma has established itself as the cradle of the new generations of Fashion, an incubator and promoter of new talents, an integral part of a Made in Italy fashion system together with Florence and Milan. And it is exactly on this path that collaborating with White becomes increasingly important for the emerging brands part of Altaroma to reach new players, thus strengthening Altaroma's mission as supporter of creative, artisan and entrepreneurial minds of Made in Italy all over the world.

 

 

 

Fondazione Pistoletto

Fashion B.E.S.T. (Better Ethical Sustainable Think-tank) Cittadellarte’s project of sustainable fashion presents “ONE LOOK – a collection of uniqueness”

"ONE LOOK is the space for sharing all the dreams that have made us what we are"

Cittadellarte further develops its active collaboration with White with the presence of an important selection of creatives, all part of the fashion designer collective of Fashion B.E.S.T. coordinated by Olga Pirazzi: Silvia Giovanardi, Tiziano Guardini, Flavia la Rocca, Bav Taylor, Wrad Living, Blue of a Kind, Yekaterina Ivankova and Teeshare.

The common goal of their projects, characterised by individual peculiarities, is to inspire, produce and disseminate a circular vision, together with Cittadellarte's values of responsible fashion with ethical and aesthetic contents.

On the occasion of the Spring-Summer 2022 edition of the fashion week, the collective presents the capsule collection "ONE LOOK - a collection of uniqueness".

“ONE LOOK was born from the desire to celebrate change inside and outside of us, inviting us to strip ourselves of our individualities to embrace a collective feeling and conscience, in a free, honest and simple being together. We are extremely proud of this project and of being able to concretely demonstrate that a new course is possible” (B.E.S.T. fashion designers).

ONE LOOK is presented as a collection of shirt and trousers sets each declined in di erent expressions of sustainability according to Fashion B.E.S.T.
The desire to celebrate change is communicated by each designer part of the collective through the personalisation of the ONE LOOK items, which can be freely matched and bought. Also, on 23rd September one of the ONE LOOKs will be made unique by the intervention of each designer during a performance, as a symbol of the union of individual creativities at the service of a common ideal.

Several types of fabrics have been used for the project: in addition to Cerruti's leftover fabric, the denim is Candiani's ReGen, made of 100% regenerated bre using 50% recycled cotton from Candiani’s production waste and 50% TENCEL TM x REFIBRA TM lyocell; this mix of bres allows a saving of about 2,565 litres of water. The knitwear has been produced by the Artknit brand, new entry in the B.E.S.T. platform, using recycled cotton yarn produced by Filatura Astro combined with TENCEL TM x REFIBRA TM (cotton + lyocell TENCEL TM), produced by the Austrian Lenzing; in the hands of the company Tessuti di Sondrio the same yarn becomes material for shirts instead. For this project, as for all their products, Tessuti di Sondrio has adopted a sustainable production approach that minimises the environmental impact; processes and resources are also reduced to the essential thanks to the use of energy 100% coming from renewable sources.

Lenzing is now a consolidated partner, Olga Pirazzi emphasises the fact that the collective wanted to use TENCEL TM Lyocell with REFIBRA TM technology: Lenzing's answer to contribute to circular economy. This bre is in fact produced with 30% cellulose extracted from "post-industrial" and "post-consumer" cotton fabric waste.
Furthermore, with regard to the reduction of the impact of weaving and spinning operations, Filatura Astro recovers over 2,000 tons of fabric per year, saving more than 20 million litres of water per year. For every kg of yarn, which is the amount used for our knit look, about 7,300 litres of water are saved.
The dyeing of the combined TENCEL TM recycled cottons is done by Phillacolor, which uses exclusively natural pigments and techniques with reduced use of water. The names of the colours themselves convey the collective’s closeness to the themes of nature: Night, Sea, Linden, Lagoon and Magenta.

White includes a programme of talks scheduled for the entire duration of the fashion week: Cittadellarte will be the protagonist of one of them on Saturday 25th September at 3.00 pm on the subject of:

Transparency and traceability in the fashion sector - UNECE
Pilot project Vivienne Westwod - Cittadellarte-Fondazione Pistoletto - Challenges and opportunities
Speakers:
Maria Teresa Pisani - Economic A airs O cer and Project Lead, UNECE
Isabella Tonelli - Supply chain sustainability manager - Vivienne Westwood
Olga Pirazzi - Project Manager of Fashion B.E.S.T. - Cittadellarte-Fondazione Pistoletto Stefano Albini - President, Albini Group

Fashion Makers 2.0

WHITE confirms its innovative format dedicated to those we like to define evolved craftsmen, with the support of Confartigianato – the main Italian association representing SMEs – showcasing 28 associated niche brands that represent the world of SMEs, and feed the future of the Made In Italy with new energy. The storytelling of the companies involved will be emphasized through a scannable QRcode and a photoshoot delivering digital communication content.

Among the associated labels, WHITE has made a selection of brands that thanks to their craftsman soul and innovative approach to the Fashion world can be recognized as Contemporary Makers: 

AAA/UNBRANDED, ACCHITTO, AIM/HANDMADEINITALY, APNOEA, AVEC LE VENT, BROKEN LAUNDRY, CATERINA ZULIAN, CHATTOUCHE', DADAMAX, DANIMA, ETICLÒ, FRANCESCA BELLAVITA, HAZY, IURI, MAATROOM, MAIORANO, MY GOLDEN CAGE, NI-DO, ROBERTO DI STEFANO, SENZA MARCA, YATAY.

Last March CSM signed a non-binding agreement with Confartigianato and launched the project Artisanal Evolution, thought to relaunch Milan during the Fashion Week with a special path across all the best representative studios in the city. Each agency will present its own brand with a tailored set-up, representing the fil rouge of the initiative.

Showroom and brands ensamble:  999 SHOWROOM presents SILVANO SASSETTI, ASESTANTE presents QUETE, CASILE&CASILE presents BLUKEY, CONTINUO SHOWROOM presents PRESTANDREA, DAMIANO BOIOCCHI SHOWROOM presents ALEXINGH, DANIELE GHISELLI SHOWROOM presents KALLISTE’, DMVB SHOWROOM presents KILTIE, ELISA GAITO presents CRIDA, PANORAMA MODA presents FUZZI, S5SHOWROOM presents MAISON LAVINIA TURRA, SPAZIO COLTRI presents MNT, STUDIO ZETA presents PETER TAYLOR, STYLE COUNCIL SHOWROOM presents PDR PHISIQUE DU ROLE, THE PLACE SHOWROOM presents FRANCO FERRARI, ZAPPIERI presents KAOS

 

Click here and find the brands you can discover and shop on our b2b platform.

See & Order - B2B Platform

Milano Loves Italy

A project carried by WHITE and CSM-Camera Showroom Milan, a movement that involves all fashion system players with the Municipality of Milan patronage and the support of the Regione Lombardia.

A calendar that brings together and promotes multi-brand stores and showrooms in Milan with 30 exhibitions / happenings around the city.

WHITE continues its mission of involving the city of Milan, through a network of in-store events able to stimulate Italian and international public interest during the days of Milan Fashion Week. WHITE promotes a new format of “widespread event” that connects and enhances different realities and the main players to involve professionals and the city of Milan as a focal point at an international level in a new way.

For this reason, the main players in the fashion system, partners of WHITE, including CSM-Camera Showroom Milano and CBI-The Best Shop, have joined forces, together with the institutions, to restore momentum and new energy to Milan with the aggregative project MILANO LOVES ITALY; an invitation to bet on the city and its Fashion Week in which everyone must play an active role. The National Chamber of Fashion, which is responsible for the calendar of fashion shows, has joined the initiative too, supporting it with its own patronage, together with the Municipality of Milan and Regione Lombardia which supports its development.

Now in its third edition (after September 2020 and June 2021), Milano Loves Italy organizes a schedule of activities and events around Milan in the context of Fashion Week.

LONDON show ROOMS

The British Fashion Council (BFC) is delighted to announce that LONDON show  ROOMS is collaborating for the first time with the new edition of WHITE Milano, which will  take place from Thursday 23rd to Sunday 26th September in Milan. 

The showroom will be located at Superstudio Più - via Tortona 27, within the renewed  White set-up which includes a path full of special content and entertainment. 

The new partnership between LONDON show ROOMS and White sees the strength and  depth of London’s fashion community showcased at the heart of the Italian Fashion  District, during Milan Fashion Week and reinforces the British Fashion Council’s  commitment in supporting business growth opportunities for emerging designers. 

Since 2008, the British Fashion Council’s LONDON show ROOMS has provided a unique  opportunity for selected British designers to promote themselves outside of London in a  pop-up showroom that sits as a strategic element of the BFC's support and mentoring  scheme. The initiative continues to grow season on season, supported by Sarah Mower,  BFC Ambassador for Emerging Talent, who takes the lead in galvanising high profile  media support for London’s brightest rising stars.  

Discover the 11 designers have been selected to be part of LONDON show ROOMS at White this  season: 

AHLUWALIA – ANCUTA SARCA – COMPLETED WORKS – DURAN LANTINK –  EDWARD CRUTCHLEY – HELEN KIRKUM – JORDANLUCA – MAXIMILIAN DAVIS –  PALMER//HARDING – SAUL NASH – SWEET LIME JUICE 

 

Secret Rooms

 

7 Italian brands of excellence tell 7 inspirational values for a new start of the fashion system that speaks to the new generations. From an idea of the founder Massimiliano Bizzi and Beppe Angiolini, 7 emotional rooms - set up by Dimorestudio - to tell the 7 identifying values of WHITE, presented in a new key that will be revealed only on the day of the inauguration.

Kiton, Massimo Alba, Aspesi, Incotex, Tagliatore, Finamore and Borsalino, the protagonists of this innovative special project, which looks to the future with a revolutionary language, interpreting the female universe with the most identifying pieces of the male wardrobe.

 

The Sustainable Mag

"Symposium 2021, the Gen Z between sustainability and digitalization" how to understand the changes in the languages ​​and ways of consumption of the so-called Generation Z.
A project born from the intuition of Laura Puricelli, known as Gen Z Strategist and Francesca Manfredi and Paola Vinci, founder of The Sustainable Mag.  During WHITE SHOW calendar a meeting will be hosted a meeting sponsored by IWC, Recarlo and Napapijri, aimed at presenting the first results of an innovative Observatory on GEN Z which will analyze how this generation relates to online channels and sustainability throughout the entire process of shopping luxury products.

 

Showroom Connection

One of the most ambitious initiatives of this new edition is the section SHOWROOM CONNECTION @ WHITE.

A project that places showrooms at the center of a system that sees networking as a fundamental added value for market growth.

Maria Pia Bernardis, owner of the Point Showroom in Milan, is the first one to believe in this progressive idea that feeds connections with new energy.
“I strongly believe in the need of going  back to move forward”, comments Bernardis. A vision that is committed to recover the value of the direct relationship with people to tell products story Maria Pia Bernardis continues: "Digital will remain and will be stronger and stronger but inside the boutiques we need to create experiences that know how to render the essence of each product, communicating first of all quality and details that make the difference, thus giving a new impulse to sales".

Maria Pia Bernardis, in her Point Showroom, has always dedicated her attention to special projects, “I don't like to define them as products, I do an in-depth research of projects that have a story to tell”. Through the stories of brands such as Pierre Louis Mascià, Alonpi - a lifestyle on the world of cashmere. As well as Mr and Mrs Shirt which is a story of sophisticated contemporary cut shirts and dresses.

 

Point Showroom
http://www.pointshowroom.com/index.html

 

The House of Lyria x Windwood

A number of ambitious projects and authoritative names, build up an unprecedented edition for WHITE SHOW which this year - in addition to a wide range of niche designers with international value - hosts a highly impactful aesthetic project, which sees the creative direction of The House Of Lyria, implementing its exclusive fabrics for Winwood Showroom.

The creative experimentation of Riccardo Bruni, who has conquered the most important designers and fashion brands from all over the world - finds an excellent path within the interior design world - brings his innovative creativity to dress the space dedicated to the Winwood Showroom, point of reference for buyers looking for luxury brands with an international vision and research.


The international experience of Morena Zabeni, founder of the Winwood Showroom arrives for the first time at the Show with the ambitious project SHOWROOM CONNECTION @ WHITE showcasing her luxury brands selection: CALLA PARIS / CELIA DRAGOUNI / CORTANA / INES ET MARECHAL / ON THE ISLAND / RAQUEL DINIZ / SENSI STUDIO / THE HOUSE OF LYRIA / THE ROSE IBIZA / INÉS & MÀRECHAL from ready-to-wear, to accessories, to research jewels, to special home furnishing.


The artisan spirit driven by limitless research is The House of Lyria's trademark of excellence, palettes made with organic materials such as coffee, tea or ash, or living elements of the natural landscape "to create shades of a surprising beauty " make the whole experience unique. 

 

The House of Lyria
https://www.lyria.it/
Winwood Showroom
www.winwoodfashion.com