Ready-to-wear and accessory trade show White Milano takes place from September 19 to 22, 2024 during Milan Fashion Week at Tortona Fashion District. On this occasion, Modem highlights a selection of brands presenting their collections in White Milano Trade Show: Cavia, Épice Paris, G.H.Bass, ma'ry'ya, Mes Demoiselles Paris, Notshy, Pronounce, Shaft Jeans.
CAVIA
Tortona 27 - Box: 86 - Secret Room
Cavia's project was conceived to join the best Italian fashion creativity, with the most sincere commitment to the planet. Fashion designer Martina B. decided to found Cavia to convey authenticity, imagination, and the highest degree of Made in Italy craftsmanship. Knitting is an ancient process that takes time and lives on handed-down traditions: each Cavia's piece is enlivened from upcycled clothes and fabric and comes to life with the desire to avoid waste. By following an MTO business model the brand instills creativity while respecting its environmental dedication. From fabric to inside tags, everything is realized through existing materials so to transform what has been left behind into a new possibility of beauty.
ÉPICE PARIS
Tortona 27 - Box: 142
Founded in 1999 in Paris by Danish designers Bess Nielsen and Jan Machenhauer, the Épice brand creates scarves, stoles, bags and cardigans. The brand's universe is imbued with a sense of perfection and creativity. Each stole is unique and designed like a piece of art.
G.H.BASS
Tortona 27 - Box: 7
+ Fattore K Showroom
The history of G.H.Bass dates back to Maine in 1876 and George Henry Bass- a man on a simple mission to make the very best shoe. In 1936, G.H.Bass put a stylish spin on a Norwegian farm shoe designed for loafing in the field, and playfully dubbed them Weejuns introducing the world's first penny loafer. From strolling across college campuses to doing the moonwalk, Weejuns have been found on industrious feet ever since.
MA'RY'YA
Tortona 27 - Box: 22
+ Until October 10, 2024
@ via Amatore Sciesa 24/A - 20135
The brand ma'ry'ya has a double meaning, it was born from the Italian word KNIT(Maglia) whose pronunciation is similar to ma'ry'ya and the name of the designer Maria Icho. Designer Maria Icho began her career as a theater costume designer, she discovered knitwear almost by chance and this then became her passion. Her passion for knitwear led her to a career working for various companies. Soon after, in 2009, Maria launched her ma'ry'ya line. The concept of ma'ry'ya is a simple, natural, essential elegance of everyday life, easy to take anywhere with elegance and practicality for work. The materials used are cashmere, silk, silk and cashmere blend, cotton, wool, silk and linen blend; as Maria Icho believes that the excellent quality of the materials can give the collection maximum luxury. The ma'ry'ya collection is proud to be Made in Italy, except for the Japanese denim with the original fabric to be properly made the selvedge Denim.
MES DEMOISELLES PARIS
Tortona 27 - Box: 34 - Cassaforte
+ Papaveri Showroom
Until October 04, 2024
via Nino Bixio 42 - 20129
Since 2006, Mes Demoiselles Paris has been creating the most beautiful, luxurious, dreamy and bohemian cosmopolitan wardrobes in Paris. The first boutique was opened in the heart of the Marais district, offering a unique, artistic and sophisticated style in the image of Anita Radovanovic, a talented fashion designer. The "Mes Demoiselles Paris" universe is a guarantee of quality, thought and feeling. Anita conceives her creations with unbridled passion, drawing her inspiration from the very essence of her emotions and desires, bridging the gap between fashion and her desire to convey the values and vision of dreamy, Parisian fashion.
NOTSHY
Tortona 27 - Box: 110
+ Guffanti Concept Showroom
Until October 15, 2024
via Filippo Corridoni 37 - 20122 Milano
Designed for bold women with affirmed style, the Notshy knitwear wardrobe sketches out ultra-fashionable cashmeres, reconciling contemporary trends and artisanal know-how against a backdrop of sustainable ambitions. Commercial director since 2006 and brand director since 2023, Mercedeh Vafaï has brought her vision and ambition to shake up cashmere codes by combining fashion and comfort. Her collections represent a modern, singular cashmere wardrobe, with particular attention to detail and cut. With its free-spirited, casual silhouette, each Notshy collection is timeless, conveying uncompromising femininity.
PRONOUNCE
Tortona 27 - Box: 186
Pronounce is an independent fashion house striving for creative freedom, oriental philosophy and design evolution. Founded in 2016, Pronounce is led by creative director Jun Zhou & Yushan Li. The duo pushes the boundaries of "Genderless" concept. As one of the current fashion changers in China, new contemporary luxury, Pronounce is now China's leading contemporary brand and continuously convey oriental fashion views on the international stage.
SHAFT JEANS
Tortona 27 - Box: 39
+ Breramode
Until October 25, 2024
via Carlo Botta 8 - 20135
Shaft Jeans was born in 1964. The owner, Francesca Bacci, took over the brand in 2004. Thanks to her thirty years of experience in the sector, in a few years Shaft Jeans has become an important reference for the most exclusive and advanced Made in Italy production. Continuous research invests in innovative fabrics, each season Shaft Jeans is renewed, thanks to the collaboration with the most qualified companies such as Cnne Denim U.S.A, Japanese companies for the production of special selvedge jeans and Italian companies that offer a unique Made in Italy quality.
White Milano
September 19 - 22, 2024
@Tortona Fashion District
Superstudio Più (via Tortona 27), Base Ex-Ansaldo (via Tortona 54)
