The Fall Winter 2025-26 edition of White Milano will be held from 27 February to 2 March 2025. This season, the ready-to-wear and accessories trade show will host around 300 brands and several projects in the Tortona district.
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On this occasion, among the exhibitors of White Milano, Modem highlighted five of the brands that present collections focused on innovation, heritage and sustainability: Anna Maria Paletti, Notshy, ma’ry’ya, Oh Carla and Suncoo Paris.
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ANNA MARIA PALETTI
+ Until March 14, 2025 @ DMVB Showroom
via Carlo Poma 38 - 20129
Founded over forty years ago by Giovanni Paletti in the Brescia region, Giodue is a historic menswear shirtmaking company and the cradle from which the Annamariapaletti brand emerged. Its mission is to embrace and surpass the challenges of a constantly evolving market, starting with the ambitious goal of introducing a women’s shirting line within a traditionally menswear-focused company. The entire project is shaped by the creative insights and meticulous choices of Anna Maria Paletti, who, supported by an in-house design team, personally oversees every phase of the production process. From sourcing premium raw materials to working with local producers in the region, every step is carefully controlled.
NOTSHY
+ Until March 08, 2025 @ Guffanti Concept Showroom
via Filippo Corridoni 37 - 20122
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. In the brand's Parisian studio, she imagines the collections in collaboration with a team of young talents. Together, they design a modern, singular cashmere wardrobe each season, with particular attention to detail and cut. With its free-spirited, casual silhouette, each Notshy collection is timeless, conveying uncompromising femininity. Notshy believes in the combination of ancestral know-how and an immoderate love of fashion, but above all, in the harmony between quality, style, and an ethical vocation. This is why all cashmere garments are made only from carefully selected yarns from goat farms in Inner Mongolia.
MA'RY'YA
+ Until March 13, 2025 @ ma’ry’ya Showroom
via Amatore Sciesa 24/A - 20135
The brand name ma' ry' ya has a double meaning, was born from the Italian word "maglia" which means Knit in English, pronunciation is similar to ma' ry' ya and the name of the designer Maria Icho. The designer Maria Icho began her career as a costume designer, has known knitwear almost by accident and this has since become her passion. Her passion for knitting brought her to a career working for several companies. Soon after, in 2009, Maria Icho launched the collection ma'ry'ya. The concept of ma' ry' ya is simple elegance, natural, essential daily life, easy to take anywhere with elegance and practicality for the job. The materials used are cashmere, silk, cashmere blend silk, organic cotton, organic wool, and linen blend silk-cashmere because Maria believes that the excellent quality of materials can give the collection the ultimate luxury. Collection ma’ ry’ ya is proud to be all made in Italy, except the Japanese selvage denim.
OH CARLA
Oh Carla is a seasonless, artisanal, and upcycling brand founded in 2020 by Carlotta Boldracchi and Claudia Nesi. Working with recycled fabrics, offcuts, and stock funds, the brand focuses mainly on the production of unique and custom-made pieces, always replicable in terms of pattern, with fabrics upon availability. Oh Carla is a 100% handmade brand, with a couture-ish and sustainable attitude. The brand mainly produces in a made-to-order modality; every piece is unique and completely handmade in the label's studio in Milan, to promote a conscious and sustainable approach to fashion. Oh Carla's main and signature garment construction technique allows us to produce with a zero waste impact, as well as to create made-to-measure pieces, always experimenting with new fabrics and shapes.
SUNCOO PARIS
Color games, vibrant prints, enriched details, impeccable cuts... Profoundly Parisian and contemporary, Suncoo, born in 2010 from the meeting of two aesthetes, Stella and Thomas, breathes a powerful wind of freedom into the women's wardrobe. The adventure was evident. In 2010, Stella, passionate about fashion since childhood, founded Suncoo, a 100% Parisian brand. Inspired by her travels, design, and the French lifestyle, the creator and artistic director imagines a modern wardrobe for women with uncompromising elegance. Bohemian knits, mix & match, colorful prints, and feminine details.
White Milano
February 27 - March 02, 2025
- February 27 to 01 March from 9.30am to 18.30pm.
- March 02 from 9.30am to 18.00pm
Tortona Fashion District - 20144 Milano
www.whiteshow.com
Photo Cover: Oh Carla
© Modem