WHITE | Sign Of The Times

WHITE|Sign Of The Times –  the Tortona fashion district event returns from 22nd to 25^th of September 2022 during  Milan fashion week, with a new edition full of special project and new names from international fashion scene.

At Superstudio|Tortona27, the Secret Room project – in at its third edition, dedicates 5 rooms to 5 new generation international talents with disruptive creativity and already present in the key accounts of the international buyers of reference.  An unconventional vision grants the accesses to each secret room revealing a unique creativity to be unveiled only during the days of Salone. Among the aspects that have contributed to the success of this project conceived and curated by Massimiliano Bizzi, founder of WHITE, there is the constant commitment to monitor and support the talent of young creative around the world, in a perspective of costume innovation and evolution. Among those, brands from London, the Eastern and the American school.

Some highlights:

DREAMING ELI by Elisa, by the London based Italian designer Elisa Trombatore, graduated at the Central Saint Martins in 2011. The Dreaming Eli collections are intended to demonstrate the power, danger and beauty of the contradictions related to female imagination. A dialogue about “female empowerment” rebelling against the female stereotype, glorifying the most authentic version of themselves.

References to Victorian decor and to the romantic world of lingerie, reinterpreted in a contemporary key, for a shameless and independent femininity. 

This season the collection will feature a new color – black – that will flank the traditional palette of the brand for a sharper and more aggressive allure.

MARSHALL COLUMBIA, the Brooklyn-based Denver designer with a past as costume designer, whose collections represent a refuge for those that use clothing as an extension of their playful spirit. Drawing inspiration from his early childhood, with a faithful approach to artisanal values and the use of unconventional materials, he brings to life garments and accessories with an ironic attitude, through, bright colors and unexpected shapes.

DIDÙ, Chinese designer graduated in 2019 at the Fashion Department of the Anversa Royal Academy of Fine Art, acknowledged for her attention to sustainability and a futuristic femininity. Her aim is to integrate eastern and western culture with the purpose to break boundaries for a single cultural concept. Her hyper-feminine representation of women, with an underground attitude, is an encouragement to voice bodies with courage and ease.

WINDOWSEN is the brand of Sensen Lii, Chinese designer graduated in 2019 at Royal College of Arts. His first show, “Barbie and the Chinese Zodiac” collection was defined by the designer as sporty-tech haute couture. His creation – between tulle maxi skirt and sculptures that evoke the cyber-punk of the web3 era – seem to come out of the metaverse to enter with bursting imagination in everyday life. Some garments of his collection have been worn by Madonna at the presentation of her album Finally Enough Love: 50 Number Ones al DiscOasis at Central Park di New York.

MAKTOUB, whose disruptive business model aims to celebrate the creativity all over the world in all its forms, inviting artists and creatives from different disciplines to collaborate on exciting brand projects. Maktoub is a word used in a lot of oriental languages literally means “is written”, indicates the concept of destiny. Maktoub exist to create a sense of belonging, to feel comfortable with whatever life takes us along the way.

After last February debut, the narrative path of WSM – White Sustainable Milano at VISCONTI PAVILION in via Tortona 58 grows in terms of exhibitors and thematic areas. Robotic arms, fabrics made from mushrooms, technological innovations to reveal the unprecedented charm of sustainable fashion supply chain. A circular stage for international players to debate on sustainability, the ecological transition and digital transformation. More than thirty between panel, workshop and masterclass moderated by Wired Italia will takle important topics such as digital passport, greenwashing, regenerative agriculture and the new frontiers of retail with authoritative international speakers from all over the world amongst whom Dounia Wone – chief sustainability and inclusion officer, Vestiarie Collective, Javier Goyeneche – CEO & Founder ECOALF , Peter Dreoge – General Director, World Council for Renewable Energy, Emma Slade Edmondson – Strategic Creative Director & founder, ESE Consultancy, Julian Lings – Senior Sustainability Manager, VF Outdoor, Maxine Bédat – Director New Standard Institute.