WHITE MILANO; A pedestal for Chinese Designers–WHITEAST
The bi-annual tradeshow, White Milano, has become a key platform for emerging designers from all over the world. But last year and this year specifically we’ve been seeing a wave of Chinese designers coming through , first with China Calling and this year with a fully dedicated pavilion for Chinese designers called WHITEAST.
The WHITEAST pavillion, located right at the entrance in which all global buyers and press must go through presented around 17 designers, seriously stealing the stage. This is no surprise given that it also planned its first step in China during October‘s SFW SS17 in order to create a growing interest in bringing emerging Italian labels in China and vice versa.
Here are some that caught our eyes:
BYFANG is going back to its roots of feminity, purity and elegance instead of its recent collections showcasing edgy modern looks, rhombus prints and strong satin.
A collection that when you see it you just want to try it one; think of nature in southern Spain; black long chiffon dresses with small ruffles, light geometric prints in mixtures of pink and yellow shades, elegant large striped PJ’s and beautiful long black blouses with mini ruffles. She also recently started doing her lingerie line as well as her recent collaboration with Swarovski crystals.
Rolling Acid is a very new brand created by founder of Alter Concept Store, Sonjia Xiao Long. After only several seasons, the brand has already been picked up by Luisaviaroma, the iconic Italian multi-brand store. A brand that stands for youth freedom and contradiction, Rolling acid, is really about the streets on raw canvas mixing up a strong sub culture influence of the 60’s and 70’s.
Playful and bubbly forms, prints and silhouettes, the emerging brand is known to introduce influences of pop culture, color blocking and lightly destroyed street style aesthetics to his collections. Being many of fashion bloggers favourites for its fun prints and quirky images, the slogan speaks for itself “ think less, live more”.
Jinnn has successfully launched his fashion brand through a fashion presentation during WHITE. Although it was a bit dark with little lighting to actually see the proper details, I went back again the next day for a shooting. Probably one of the brands that I admire most do its really great balance between streetstyle and high “couture” like pieces. He also started his eyewear collection which literally exploded on weibo as well.
WHITE MILANO HIGHLIGHTS: WHITE ATTENDANCE RATES SKYROCKET TO OVER 22.000 (10% MORE THAN THE SEPTEMBER 2015 EDITION), WITH A +5% GROWTH IN THE BUYERS’ ATTENDANCE, NAMELY +2% INCREASE AMONG ITALIAN AND +16% AMONG INTERNATIONAL BUYERS
Photos taken from my I-phone, sourced from the internet or campaign photos from brands