Fashion Forward

Whilst most publications are reporting a round-up of the haute couture runway shows, Hello Milano brings you the latest news from fashion’s funky new innovators. Hailed as one of Milan Fashion week’s most important events by Fashion Design Councillor Cristina Tajani, White 2013 presented the experimental side of women’s fashion and accessories in their warehouse exhibition spaces in Via Tortona from 21 to 23 September.

Based in the city better known as the home of the fashion world’s best known brands, White champions new emerging talents on the fashion scene, embracing fashion culture as a way of life whilst also incorporating art, design, music and the cutting edge of technology and the Internet.


The trade show has made its name as a prestigious showcase for hip Italian and international labels, over 400 of which occupied the stands in one of the city’s most iconic spaces in the ex Ansaldo factory site. The event is also a well-respected source of inspiration, attended by over 15,000 buyers from the world’s coolest multibrands.

In line with White’s creative “fashion as a lifestyle” ethos, this edition featured a number of innovative events which embraced culture as a whole and blended it with fashion. The Red Milk Magazine room was run in partnership with the on-line fashion magazine of the same name where a selection of the hottest clothing, jewellery and cosmetics were displayed chosen by the expert eye of fashion savvy editor Fabiola Di Virgilio. The magazine also printed the first ever paper edition exclusively for White.

In another demonstration of White’s principle of fusing fashion with lifestyle, Food Experience saw a novel collaboration with Mondadori, Milan’s biggest publishing house, demonstrating the intriguing connection between fashion and food through live cooking displays and presentations on the link between the two worlds.

Even the show’s catalogue featuring shots by leading international fashion photographer Stefano Guindani was presented both as a guide to the exhibition but also as a stunning collector’s item with its evocative photos which will also be displayed as part of an exhibition at White HQ in Via Tortona.

Whilst White embraces fashion innovation from around the world, its soul is quintessentially Milanese and what better way to pay homage to its home town than with this edition’s spectacular launch event held on the Saturday night. The Ludovica Amati runway show was held in the symbolic setting of the Castello Sforzesco within a cultural mix of fashion, music, dance and art, the embodiment of the White ideology.

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