16/06/2011

WHITE JUNE - A NEW CHAPTER IN THE WHITE'S HISTORY

New chapter in the history of White Homme, which this years aims to be like a "unisex" showroom/fair, between fashion, art, culture and design.
A new name, White June, which doesn't change the high quality of the project's and the location chosen, once again hosted at Superstudio, as its first edition.
This year, the project, carried out with the municipality of Milan/realized with the Milan municipality support, is born as an answer to current needs of the market: 193 exhibitors, presence of women's collections, research proposals by emerging designers related to the use of experimental materials, all enriched by the crosscut initiatives.

The new format debuts Saturday, June 18 with the opening performance by Antonio Marras at the Sacrestia and the Chiostro del Bramante, two locations never opened before to the world of fashion, and continues with the appointment of the June 20 "Il Giardino Segreto di Massimo Alba" during which the designer will reveal his creations for men and women in a suggestive setting accompanied by an exclusive soundtrack performed by young students of the Teatro alla Scala.
Contamination and synergies between fashion, art and design, key values ​​of Superstudio’s philosophy which White embodies as proved by the exhibition "Material World", produced in partnership with the magazine Case da Abitare, and the project "Car On Air", curated by the Anfiteatro Arte Milano gallery, with the works of three young contemporary artists: Guido Airoldi, Claudio and Andrea Carpita Onorato. 
To complete the offer of this edition of "La Tradizione, il Valore, il Bello", the third edition of the excellence of craftsmanship made in Italy, where Marsella, a brand focused on footwear research, is protagonist with the installation "Avant-Tradition"; the collection of Tonello, with a special design that combines fashion with art, and, furthermore, the Hugo Pratt’s collection inspired by the watercolours of Corto Maltese.

(photo: installation "Origine" by Antonio Marras)

info: www.whiteshow.it