White is an international and contemporary fashion showcase based in Milan. Since September 2000, WOW (White on Web) has been introducing the work of young artists and designers to thousands of buyers and industry insiders as a platform for passionate, niche creatives and companies to present their work amidst a breeding ground of other exciting ideas and products. In every edition White Fair chose a few new brands on the base of originality, quality and creativity, and support their growing and developing. Additionally, this time the WOW brands has been shot by Olimpia Soheve, in order to boost their digital image diffusion. The brands include 10A , Breaks, Empire's Union, Incredible Creature di Mario Salvucci, Kay Kwok, Kuboraum Berlin, Luca Larenza, Shoto and Ute Ploier.

“White June is a new project aimed at redesigning the exhibition dedicated to menswear," Massimiliano Bizzi, President of White tells Dazed. "We are developing a radical redesign, which is based on aesthetics and on emotions. This is work in progress and we want to create a format providing 50% menswear collections and 50% womenswear. We think it's crucial for fashion companies to understand the importance of going out with the pre-collections in January and June, when buyers have a budget to spend.

Photography supplied by White Fair