Italian contemporary fashion trade show White Milano is all set to kick-start on September 20 with several new initiatives and a contest aimed at recognizing upcoming Italian and international brands. The show will be held till September 22 in the Tortona area presenting 453 brands, with 30 per cent global exhibitors and 115 (35 per cent) new entries. Over 17,000 exhibitors are expected to visit the show.
For the first time, a contest titled ‘Time Contemporary Fashion Award’ will be held during the event, to recognize small and medium size brands within the international contemporary fashion panorama. The contest will be supported by the Italian Chamber of Fashion Buyers, the association of 117 Italian boutiques presided by newly appointed Mario dell’Oglio.
The award will have two editions per year – a Spring/Summer and a Fall/Winter. Participants can be brands of men’s and women’s accessories and apparel collections within the contemporary segment. For each edition a jury of 10 Italian buyers will select the 12 finalists. Two brands will be announced as winners for each edition– one for apparel and one for accessories. White Milano will dedicate an exclusive section, in their upcoming next edition to the winners. The first ever presentation and announcement of the winners will happen during the February 2015 edition. Moreover, the contest expects to run a series of trunk shows of the two winning brands in some of the best Italian boutiques.
For the first time, White Milano will also host a section dedicated to jewelry design.