WHITE | Sign Of The Times – returns in February in the Tortona Fashion District area with its widespread content show, redefining new dates and updating the concept for operators of the fashion world, with an even more incisive focus on creating new connections between the market and international creativity.

WHITE will open its doors from Friday February 24th until Monday 27th, to meet the needs of buyers and industry stakeholders from all over the world.
Special areas and unpublished brands define, according to the tradition of the trade show, a narrative path that brings together the values of the Made in Italy tradition with a luxury and unconventional aesthetic research inspired by artisanal values, coming from every corner of the world.

Given the success of the previous editions, the Secret Rooms project continues in the journey that sees WHITE dedicating 4 rooms to 4 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. As in every edition, the narrative path of the Secret Rooms is renewed, inspired by the stylistic codes of the designers involved from season to season. A scouting project that always receives public approval thanks to an in- depth selection process 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.

To name a few:

ROMEO HUNTE already noticed by the biggest retailers in the world, including Net-A-Porter, Saks Fifth Avenue and Bergdorf Goodman expresses the perfect mix between creativity and practicality. Loved by celebrities such as Beyoncé, Lewis Hamilton, Jennifer Hudson, Hailey Bieber, up to the former First Lady of the United States, Michelle Obama. A guest at the Met Gala as an emerging talent, he was also named a finalist for the Womenswear Fashion Group International Rising Star Award in 2020.

OLUBIYI THOMAS Central Saint Martins talent, originally from Lagos, started his career as a designer at Alexander McQueen in London. As Creative Director of De Rien, he founded his own brand which adopts an artisanal approach to archaic fabrics, defined by rough profiles and a deconstructed avant-garde aesthetic and very feminine. The brand explores stories of multiculturalism and hidden identities, born from the reflection of its creative director Olubiyi on his Nigerian origins and his Scottish education. Inspired by his heritage, Olubiyi reimagines in a vivid way the bonds between British post-colonialism and African cultural history. Each piece is handmade in London and focuses on carefully selected sustainable and artisanal fabrics.

A constant scouting that WHITE implements with the aim of connecting international fashion operators with representatives of creativity from all over the world. Like the overseas fashion of the Native populations of the Canadian territories in a dedicated area of the Superstudio in via Tortona 27. An 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 brings the culture and the best of craft tradition of local indigenous peoples at WHITE. Protagonists of this special area are 6 designers selected by the WHITE creative team, with the collaboration of Sage Paul – a charismatic figure of indigenous design and art manager – constantly engaged in the international promotion of indigenous culture and its protagonists, through a connected program of events, campaigns and strategies aimed at raising awareness and deepening the culture of Native populations.

Elissa Golberg, Ambassador of Canada to Italy, stated: “This is a significant moment: for the first time, Indigenous fashion designers from Canada will be featured at WHITE, a top showcase and concept show for new talent from around the world, during Milan Fashion Week. This is a unique opportunity to celebrate and honor First Nations, Inuit and Métis voices, stories and talent. Clothing is not just something to wear, but a means of telling a story, and this story is about diversity and respect for people, the planet and its resources. Canada is strongly committed to reconciliation and to working closely with indigenous peoples to build a renewed relationship based on mutual respect, participation and recognition of rights. Reconciliation is an ongoing process through which Indigenous peoples and the Government of Canada work together to support and promote strong, healthy and sustainable Indigenous communities in Canada.”

Below are the selected names:

EVAN DUCHARME / LESLEY HAMPTON / NIIO PERKINS DESIGNS / ROBYN MCLEOD / SECTION35 (Justin Louis) / SHE WAS A FREE SPIRIT (Erica Donovan)

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