The contemporary fashion at White in Milan

Milan [ENA] Each year WHITE, situated in the buildings on the Via Tortonia in the centre of Milan, offers its 8,000 registered visitors four major showcases and the newest products in terms of contemporary fashion apparel and accessories in the 2012-2013 season. It’s the combination of well-known research companies of small- and medium size and the most important brands of the famous ‘made in Italy’ tradition and elegance.

Among these brands presented at WHITE there’s for the first time the women’s collection ‘Ter et Bantine’, the name of the top off the prêt-a-porter has chosen to present the autumn-winter 2012-2013 pre-collection, together with the new collection of Manuele Arcari accessories. Moreover you can find Aspesi, Massimo Alba, enjoyable K-way fur-lined of Massimo Bizzi, who is committed for quite some time in his journey of the rediscovery of luxury. Lastly, Care Label’s no-logo denim jeans of the fashion designer Leopoldo Duranti, who will also offer rubberized sunglasses with denim sidepieces.

The implementation is done in tandem with ‘Italia Indipendent’, a lifestyle label of Lapo Elkann. It was exactly this year that he was present at the presentations of the work of four students of the Ied Moda Lab of Milan: they were all related to objects and multi-functional accessories with one or more parts in denim. The venture of Lapo Elkann, heir of the Fiat dynasty and impressive descent, had nothing to do with automobiles – instead, he lent his creativity wholeheartedly to sunglasses. Established in 2007, he introduced his new company with enthusiasm. “Since a brand must start with a vision, what better way is there to introduce that vision than with sunglasses,” noted the budding designer.

The brand journey began with three models of sunglasses, one of which was made of carbon fibre, the very material used to construct Elkann’s late grandfather’s famous boat, Stealth. Today, the brand is best described as a lifestyle name as it encompasses a clothing line as well as a range of accessories and a newly launched “tailor-made” ski range, produced in collaboration with the two ski companies, Bstripe and Blossom. Surfacing at about the same time in 2007, another brainchild of Elkann was born – Care Label, a line of premium denim. Defined by the lack of labels, the jeans are consciously created in an anonymous way as to allow the wearer to leave the ultimate mark and make the garment his or hers own.

Running the project alongside Elkann is the designer and denim industry insider, Leopoldo Durante. Elkann was very glad to answer some questions. He said that the denim is the most democratic material such as jeans, which are worn by all because it can be worn on all occasions. ‘‘We need to give the youngsters space” Elkann added “both because of their creativity and they know what their generation is interested in”. To give them the opportunity to get on the market and the task of not being afraid to risk and invest in innovative products’’. The time dedicated to art and design can’t be missed. Starting from the fifteen pieces of Erika Calesini.

WHITE chooses to explore new artistic languages and for its experience of all respect which includes exhibitions in Miami, Los Angeles, New York, Barcelona, Rome and Venice. Her paintings, which are created of bicycles and recycled materials, transformed into ornaments of strong emotional impact in the exposition areas of WHITE. Another moment of strong communication was the night at the Academy of Fine Arts of Brera: an event that was part of the trend of rediscovery of the historical sites of Milanese culture, which was operated for years by the organization of WHITE. The University opened its door to host the fashion system operators and there were three events during the evening.

A pop concert by Mauro Ermanno Giovanardi, who did a duet with Violante Placido in a space entirely dedicated to the collection of Massimo Alba. On the contrary, Baglioli Blue from Japan chose the Braidense Library to present a selection of jackets along with an installation of Japanese images to confirm its affinity with art. During the evening in the Academy of Brera the seven young talents chosen among young designers have presented their garments simulating the backstage of a fashion show under the brilliant idea of Michela Zio, one of the creative brains in the organization of White. The seven new talents were also given a reserved exposition area inside the Milan exhibition.