After seeing the shoe fair MICAM and the bag fair MIPEL we dedicated our time to the alternative and avant-garde fashion trade fair "WHITE“.
Located in trendy Via Tortona at the Superstudio Più, WHITE has become a must not only for fashion newcomers but for all exhibitors and buyers who are looking one step ahead of general commercial fashion trends.

A little white book printed on Shiro Alga Carta, an ecological product made of the exceeding algae blooming in the Venice lagoon and of FSC-certified cellulose instead of a glossy formal invitation was given to the visitors presenting not only all the news of the fair but transmitted also part of its Zeitgeist.

The Booklet

One of the New Entries at White was a special room dedicated to Fashion Lingerie. With an appealing decoration this room was beautiful to look at but as far as the present exhibitors were concerned nothing really new could be seen. No surprises, no innovation but many things that we have already seen at Agent Provocateur, the lingerie as well as the branding and packaging.

In the basement and the gallery as well as the inside of Superstudio Più the exhibition proceeded with exhibitors that presented their ideas of what to wear next summer. As a general trend we noticed the permanence of natural fabrics re-proposing minimalism and neutral colors. Beige, White, Brown, Black and again reminders of the seventies. For someone who actually lived the 70’s the items were too similar to the originals completely lacking a comtemporary feel.

Some stylists, though were outstanding. Lavinia Turra, who made her way in the last years to be nearly part of the establishment, yet again convinced with an incredible elegance in the cuts of her dresses and blouses that seem to have no weight at all. The British label, La Petite Salope, with French style dresses that are cute but still sober, grown up and elegant mixing clean cuts with playful details. The Italian label, Alice-San Diego was probably the only one using color and pattern.

White was completed by some interesting exhibitions like Art Point a salon where fashion houses like Balenciaga Dries van Noten, Sigerson Morrison presented their shoe collections, the Uncut Bag Project by Roberto del Carlo, where design students from the Politecnico di Milano developed handmade bag models from a single piece of leather without using metal hardware, Alex Turco New.Pics.Art who presented a new concept of applied arts in furnishings, as well as “Vacua” an installation by Alessandra Corti.

One of the Installations by Alessandra Corti

Last but not least to mention Slowhite - C.L.A.S.S. a special platform for eco-fashion dedicated to organic, recycled and renewable materials. As this part of the WHITE seemed to us the most interesting one, we dedicated a separate article to it.

BNF Oct. 07

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