„And again… I feel underdressed“ was the first thing both of us thought when arriving at the WHITE Fair. Everytime we arrive at Milano Fashion Week we say to ourselves „next time we’ll really dress up and pick our craziest outfits for this manifestation“ but it’s hard to keep up with the Italian fashionistas. We saw so much crazy stuff during WHITE, one of the highlights was a girl wearing a trouser on a trouser – not a trouser over a trouser but a Tulle-trouser attached to the front of her jeans.In 2017, the WHITE has allegedly had a +7% of visitors compared to last year. Apart from the business aspect, I can completely understand that more and more people like to come here – not only for the business aspect, but because of the good vibes.
I love that moment when you arrive at Via Tortona and a crowd of colorful, loud people is chatting and laughing in front of the doors because „non é ancora arrivata la ricezione“. Ah okay, well then we’ll just wait here and watch the gorgeous helper-guys carry stuff around. As soon as the booth is set up, we head to the bar around the corner and get un caffé per un euro. That’s something that will never change here I guess – coffee is 1 Euro. Never more, never less.The Italians stick to their coffee price. As well as to their local products. Therefore it is no wonder that WHITE introduced a program that supports local brands with „It’s time to contemporary artisan“, in WHITE Studio / Via Tortona 54 – where 10 hotel rooms are all set to accommodate young brands featuring premium accessories and apparel. Apart from that, you have WHITE Folies and WHITE Artisan Lounge at Superstudio – the former is dedicated to an unusual, not merely prêt-à-porter couture encompassing extraordinary proposals. The latter, and already experimented formula, is aimed at hosting cutting-edge brands, this time, with a special focus on bags and shoes.
Even though it represents a challenge for foreign brands like us, we really appreciate the Italian recognition of „Made in Italy.“ When we mention that we source nearly all of our cloth in Italia, all of a sudden the local buyers start smiling and looking at the collection with far more appreciation and passion. The funny thing is, we actually don’t feel discriminated against, you just can’t be mad at the Italians because while they truly are a little narcissistic, they make you feel so great with all their complimenti (women, too!)) and they help you out with vocabulary when you are trying to cope with your school – Italian.How could one not understand they love themselves so much?Another great thing WHITE introduced this year is the RED area, where they present only new and upcoming labels. Apart from that, the basement was our highlight. Even though a little spooky, it offered a lot of great discoveries as well – e.g. Elena Burenina, a Ukrainian fashion designer we didn’t know before. Although her style is a little too „arty“ compared to our style, we were really fascinated and inspired by her innovative approach to patterns and great attention to detail.
Unfortunately, this year we barely had any time-off and were stuck in the Tortona district during our whole stay. But we did have GELATO every day. Old friends visited us at the fair with their kids and cooked for us in the evening (thanks Oliver & Tanja <3., provided us with house shoes, jogging pants and a lot of red wine of course.
Really, Milano is always a good idea for several reasons.Here’s a tiny little list of suggestions for Milano during fashion week. If you don’t have the time to leave TORTONA district:God Save the Food / Via Tortona 34 – the food is okay, the prices are not okay, but this is where you’ll meet a bunch of good looking, very well dressed people during lunch time. Al Fresco / Via Savona 50 – for warm evenings – they have the cutest garden. Fantastic food, medium price range, great wines. Al Pont de Fer / Ripa di Porta Ticinese 55. It is a favorite with locals and renowned for its friendly service. There’s also that small shop with leather products where you can buy beautiful bags. Good quality, no brands. Don’t remember the exact indirizzo but just head to Porta Genova station through Tortona and keep looking left.If you do find a little time for Shopping: Robertaebasta / Via Fiori Chiari, 2 – An art gallery we just discovered through a friend. And of course: Excelsior / Galleria del Corso, 4 Thank you Milan, for having us. Thank you Italy for all your positivity, colorfulness and love of Fashion.
We’ll be back soon