White Milano unveiled its remarkable project during Milan Fashion Week 2024

A beacon of style and innovation, White Milano took a bold move to support emerging talents under the concept of "Women... Magical Creatures"

White Milano, a beacon of fashion excellence, returns to Milan Fashion Week, showcasing the latest women’s ready-to-wear collections for Fall/Winter 2024-2025. With the patronage of the City of Milan and support from various key national institutions, White Milano continues to attract international buyers and press, solidifying its status as a global fashion showcase.

Alessia Cappello, the Councillor for Economic Development and Labor Policies says that White Milano stands as an international platform, highlighting its unwavering commitment to sustainability and innovation. With over 300 international companies in attendance across prestigious venues like Superstudio, BASE Ex Ansaldo, and Padiglione Visconti, White Milano underscores its significant influence on the global fashion scene.

This season, White Milano embraces the theme "Women... Magical Creatures," unpacking the value and importance of the figure that women have, who have always been imperative protagonists of fashion. Through its support of emerging and established brands, the company fosters creativity and sustainability, shaping the future of the industry.

Notably, the “Secret Rooms” project stands out as a testament to White Milano’s commitment to nurturing talent. Featuring emerging designers like Alberto Ciaschini, Samanta Virginio, Yangkehan, and Prototype: AM, alongside collaborations with Spanish and Korean designers, the project expands the company’s global reach and influence.

Moreover, White Milano champions the new fashion generation, showcasing rising stars such as Lanthropy, No44, Benedetti Life, Zona20 Milano, Numero 10, and many more. By extending its focus beyond fashion, the company also hosts various cultural projects that address sustainability challenges, including a photography exhibition sponsored by the United Nations Industrial Development Organisation, highlighting the issue of textile waste.

White Milano promises four days of innovation, creativity, and global collaboration, reaffirming its position as a trailblazer in the fashion landscape.

Sources: White Milano

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