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Street Dancing by Soulland
Milan Fashion Week gets off to an early start on Friday 17 June with the Soulland menswear show at 18.00h followed by a cocktail party and a street music performance-presentation outside the INNER concept store in Via Pasquale Paoli 4, which Claudio Antonioli opened directly opposite his cult flagship store in the heart of Milan’s Navigli District. Soulland, a cutting-edge Danish clothing company owned by the young Scandinavian designer Silas Adler and CEO Jacob Kampp Berliner since 2006, distributes its products through a network of flagship stores located in cities such as Copenhagen and Bangkok and through luxury stores such as Colette in Paris. The spontaneity and engagement of the people of Milan is what persuaded Soulland to choose the streets of the design mecca over those of London to stage its fashion flash mob event.

Miaoran to show at Armani/Teatro
It’s become a Milan fashion week custom for a big Italian fashion name like Giorgio Armani to offer his Armani/Teatro to host the show of an emerging designer. This time round it’s the turn of Chinese designer Miaoran, who founded the brand that carries his name in 2015. Miaoran was a finalist of “Who’s on next?” and showed his F/W 2016-17 collection at AltaRoma last January. ‘I want to say a heartfelt thank you to Giorgio Armani for his support and for inviting me to show at Armani/Teatro. It’s a great honour for a young designer who came to Milan to work and live from a land so far away’ he said as he prepares his style code of oversize proportions and contrasting textiles for the Milanese runway.

WHITE and Revolver Copenhagen join forces
The two major international tradeshows WHITE and Revolver Copenhagen have joined hands to build a bridge that not only unites two cultures, but also crystallises the idea that together they can connect their tradeshow brands to a much bigger audience and with greater impact. The partnership will launch this June at Milan Fashion Week and continue for the next three editions. To introduce this fascinating yet little known fashion dimension to Italy, WHITE will host 15 Scandinavian brands in a special section. Revolver will stage a return match on 10-12 August, inviting 15 Italian labels to display their collections at the venue located in Copenhagen’s Meatpacking District.

WHITE invites new Chinese label Sankuanz as special guest
Chinese label Sankuanz is the special guest of the June edition of the WHITE Menswear tradeshow, leading founder and designer Shangguan Zhe to curate an ad hoc artistic installation. WHITE continues to train its cool-hunting sights on new names in the international menswear landscape and is especially interested in discovering new Chinese fashion designers.  Born in 1984, Shangguan Zhe was a contestant in the International Woolmark Prize and a finalist in the 2015 LVMH Prize. The designer likes to mix over-wearability, tailored cuts and genderless looks punctuated with pop accents in surprising combinations that bring together the severe cuts of uniforms, contemporary art references and sporty vintage elements.

WOW – WHITE ON WEB by Highsnobriety + Luisaviaroma fall in ‘Underwater Love’
Highsnobriety resumes its collaboration with WHITE, bringing WOW – WHITE ON WEB by Highsnobriety + Luisaviaroma to this new edition. The WOW space at Via Tortona 54 – Ex Ansaldo will host a special installation and showcase the ten designers selected by the team of Highsnobriety, the go-to website for all things streetwear and lifestyle: 3.Paradis, Black Rabbit, Grind London, Nilmance, The Incorporated, ZDDZ, C2H4 L.A, GCDS, Ne.Sense, and New Future London. The designers will co-create a capsule collection inspired by ‘Underwater Love’, the theme of the next biannual Firenze4Ever event for brands, bloggers and fashion influencers. The capsule collection will be previewed at the Florence store during Firenze4Ever and sold exclusively online at Luisaviaroma.com.

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