WHITE Box Just Brought 50 Contemporary Brands to Milan Fashion Week
If you missed out, here’s what went down at the new hub for streetwear, art and tech.
WHITE Box is the latest hub from the go-to trade exhibition WHITE Milano. Expanding on its diverse womenswear offering, the showcase brought a fresh collective of streetwear, art and tech brands to Milan Fashion Week with its debut edition.
Running over four days, WHITE Box landed among a series of other new additions to WHITE Milano, including Nuvola, a fashion accessories fair, and More, a beauty and lifestyle fair. Located in the Tortona Fashion District, they came together to reaffirm the area as an important cultural destination for the fashion industry.
At the WHITE Box space, an open structure allowed local fashion enthusiasts as well as buyers and journalists to freely explore new trends and unreleased products in the contemporary scene. Designers in the line-up also harnessed this dynamic setting, bringing their artistic vision to life through unique booth displays that challenged the rigid catwalk format.
Within the program, wearable art brand Art Ophera led the immersive set-up with airbrush customization. Similarly, Butish, an Italian streetwear label, added crystals to its latest pieces, while creative platform WNLAB hosted workshops on sewing and tote bag painting. Outside, Lotta’s “Low Life on Wheels” truck took retail to another level with a multifunctional space featuring a rotating line-up of brands, such as Grocerybags and Papa Ghana, as well as Twitch live streams, art, and music.
These booths revolved around a central site-specific installation by Milanese artist Gioele Corradengo, better known as Sexsdreams. Promoting a new collection of limited-edition bear toys, he showcased a large-scale “Crying Teddy” inflatable and also applied live artwork to attendees’ clothing so no one left empty-handed.
Take a look back at the debut WHITE Box show in the gallery above.
Find out more about WHITE Milano events on its website now.
