Il Giardino della Meraviglie
12 Jan. 2010
WHITE KIDS TO DEBUT IN MILANA new trade show dedicated to size 0-12 kids’ apparel and accessories is set to debut in Milan.
WHITE Kids, Jan. 24-26, follows the success of WHITE Donna (womenswear, Feb. 28-Mar. 1) and WHITE Homme (menswear, Jan. 17-19) and three seasons of kidswear being shown in “Il Giardino delle Meraviglie.” Massimiliano Bizzi, owner and creator of WHITE events, said his organization expects the new show "to become a regular event on the international fashion calendar.”
Within the new show also will be the launch of BLav, a 0–4 kids’ apparel and footwear line, designed by Lavinia Borromeo. An impressive environment of a greenhouse-cum-winter garden will surround this brand new Made in Italy line.
The special guest of the event, meanwhile, will be I PINCOPALLINO, celebrating its 30th anniversary with its new F/W 10-11 collection and a dreamlike installation featuring white decorations and suspended mannequins from iron cables. In all, WHITE Kids will present at via Tortona 27 a selection of over 50 companies including American Outfitters, Chipie Kids, Closed, J Brand, Mauro Grifoni Kids, Momino, Petit Bateau, Seeds, Star Chic, Start Rite, T-Shirt T-Shops and T&T.
An open space without divisions and barriers to separate companies from each other will define the unique concept of the exhibition inspired by US colleges and created according to environmentally-friendly criteria, as with all other WHITE salons. The space has also been designed to convey a harmonious yet ludic atmosphere that is ideal for the young consumers for whom the show is dedicated. A North American inspiration also characterizes the fast food area offering made in Italy organic treats.
—Maria Cristina Pavarini
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