New labels and historic brands with contemporary collections: spring-summer 2018 takes the stage at White

Trade fairs do use scouting and there’s no doubt that White (17-19 June in the Tortona area, in Milan) was one of the first to discover new international brands. This ritual is renewed with every new edition and in June there will be 300 brands at the fair. These include a healthy Italian contingent and not just emerging names, as there will also be established companies presenting capsule collection produced specifically for the fair.

Casadei is one such company and it chose White “as a challenge to present a new project with a strong content of modernity”, explained Arianna Casadei, the third generation of the family to work in the company. And there’s also Fragiacomo, a brand that has begun a process of relaunching after celebrating its first 60 years.

Italian footwear is spread throughout all sections of the fair and comply with the fair’s purpose of mixing men’s products and women’s pre-collections. The White Artisan Lounge, that is focused on craftsmanship, will have as its protagonists the Marche footwear district, with the participation of Alex, the brand of the historic footwear manufacturer Mercury; GNV, that will be attending with the brand Giampieronicola; the young start-up DIS, which produces shoes “on demand” that can be personalised online; flats by Kyara and the embroidered shoes of Valentino Orlandi. Young Peter Non will be under the spotlight in the Basement section, which is dedicated to the most daring experimentation.

Fragiacomo

Finally, Ramponi the prestigious stones, studs and strass producer, not to mention creator and promoter of the Ramponi Prize for emerging designers — has decided to strengthen its ties with the winners of the contest, by inviting them to re-interpret some of their iconic pieces in the “Ramponi mood”. These also include young shoe designer Francesco D’Amico of Damico Milano.

White’s collaborations with the Revolver fairs in Copenhagen and the Seoul Fashion Week mean that Milan will get to see Northern European designers – such as Wood Wood – as well as Asian creative talent.