Contemporary ready-to-wear and accessory trade show White Milano, is ready to host more than 300 brands and special initiatives in the Tortona Fashion District area, Milan, from February 24 to 27, 2023.

The theme of the campaign of this edition of White 2023 is titled Facing The New immortalized by the Iranian photographer and artist Arash Radpour, who was inspired by the map of the genome just now completed by researchers in which the elements that make every human being unique are recorded. The protagonist of the campaign are four changing faces to represent the global society. A reading key that paves the way for the deepening and enhancement of ethnic diversity, where the numerous cultural identities acquire meaning and evolve through their interaction and sharing, helping to create a new awareness of hybrid fashion, whose value lies in the multiple creative identities that compose it.

“This edition of White was designed to offer an even more decisive response to buyers and companies who know they will find a brand mix in the Salone dedicated to internationality and innovation", said White president and founder Massimiliano Bizzi. "Since its origins, White has been a true catalyst for trends, having the gift of recognizing the creative talents that contribute to the evolution of customs and of the market."

It is with this in mind that returns the Secret Rooms project promoting new generation international talents, carriers of an independent creativity with a strong aesthetic and conceptual impact, able to stimulate the interest of top buyers from all over the world. A scouting project curated by Massimiliano Bizzi and the White creative team, taking into account important aspects such as innovation of stylistic codes, sustainability, a non- conformist vision with an international footprint. Among them are Dreaming Eli by the London-based Italian designer, Elisa Trombatore, Studio Pansters of the Dutch designer Lieke Pansters, the American brand Romeo Hunte, and Olubiyi Thomas, the designer born in Nigeria and raised in Scotland.

To emphasize also is the initiative created with the support of the Canadian Embassy, the Canada Council of the Arts, Canadian Heritage and the IFA-Indigenous Fashion Art program, which presents six North American Indigenous designers selected by the White creative team, with the collaboration of the indigenous designer and artist Sage Paul.

Stella Nova, the contemporary Danish fashion brand founded in 2002 by designer and creative director Trine Skoller, and distributed in Italy by DMVB showroom, will present a special project in the spaces of White Milano. The Stella Nova collection FW 2023 will be available until March 10, 2023 at DMVB showroom in via Carlo Poma 38, Milano.

Innovation Norway in collaboration with Norwegian Fashion Hub for the Expowhite project will present five brands from Norway, focusing on sustainability and the need for sustainable practices.

White Milano
February 24 - 27, 2023
Tortona District
via Tortona 15, 27, 31, 54, 58
20144 Milano

Photo: the Facing The New campaign by Arash Radpour