In the month of June in Milan arrived a new edition of White. It leaves behind the name White Homme and becomes White Giugno, thus varying a modern format: together with menswear, women’s collections will be launched in a young and creative context that also includes art and design, and a calendar of very important culture in-house and ‘fuorisalone’ events created in collaboration with the Municipality of Milan.
The format of White Giugno, with its women’s innovations, selected an exceptional author for an installation in a prestigious location. Antonio Marras, in the night of Saturday, in the Bramante Cloister and Sacristy, will be the protagonist of an inaugural event that combines fashion and art.
The second event that opens White to the town is with Massimo Alba: in the night of Monday, he will disclose men’s and women’s collections among the flowerbeds of the Botanical Garden, the green lung of the Brera quarter, in an evocative setting characterized by musical lights and shades, and intense scents of sweet herbs.
Tradition, Value, Beauty, the exhibition dedicated to the craftsmanship excellence of Made in Italy will give hospitality to Marsell, the research shoe-manufacturing brand, protagonist of an installation called Avant tradition. And to celebrate the first edition of White Giugno, Marsell created two shoe models, one for men and the other for women, which will be exclusively on sale during the show in Milan.
White Giugno, between fashion and culture, inside and outside of the exhibition, in a dimension that exceeds the standards of the show without further explanation. Indeed, the event is enriched with new contents projected in an innovatory layout, similar to the picture of a modern department store, by enlarging the skyline of its projects to include design and art.
Posted by : Amal Kiran Jana from Milan at 13:25 PM