Since its debut, WHITE Milano has always aimed at showcasing a unique brand mix of International cutting- edge fashion designers with a strongly buyer-oriented strategy. WHITE is also a cultural reference point for a generation of designers, stylists and artists who consider the fair on Via Tortona 27, 35 and 54 an invaluable jumping off point. As part of the international development of the fair, exploring the new frontiers of Asian creativity, WHITE debuts a special project dedicated to the designers of the new China wave. The rise of the Chinese fashion scene in the last few years is an undeniable phenomenon. Chinese designers are fighting to put China on the fashion map as “Design in China” versus “Made in China.” With a growing recognition of Chinese fashion, a new crop of labels have been gaining ground, so WHITE Milano, supported by top Chinese fashion curator Sonja Long Xiao, aims to bring to the show a selection of rising star designers from China. With a customized area inside WHITE Super Studio Tortona 27, WHITE presents the “China Calling” project which offers the unique opportunity to discover a selection of the most promising Chinese contemporary designers and their edgy and playful collections. Thanks to Sonja Long’s vision and expertise, many up-and- coming designers are already gaining popularity and are helping to shape a new alternative Chinese luxury market comprised of unconventional and edgy brands.


The project is curated by WHITE in cooperation with Sonja Long Xiao, founder of the influential Shanghai concept store ALTER, who has also developed the layout that will showcase the designers’ collections. Among the promising talents hailing from China that will present at WHITE: Chrisou by Dan, SHUSHU/TONG, Nicole Zhang, Chen YiYuan, Yvmin, C.J.YAO, Rolling Acid and more.

The project represents a first step toward building a bridge between Italy and China to open an important dialogue and connect a new wave of Chinese designers with the international audience of buyers and

journalists attending the WHITE exhibition.

“Chinese designers are fighting for getting a spot for China on the fashion map as Design in China more than just Made in China. China Calling represents a selection of the most promising Chinese contemporary designers, edgy and playful collections” said Sonja Long Xiao