AW 2010/11

White for Kids Milan

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WHITE Fashion Trade Show presentsWHITE FOR KIDS, 2nd Edition from 27 to 29 June 2010 – Via Tortona 27, Milan

The Kids' Show is Growing Up

Junior 0-14 Spring/Summer 2011 Fashion Collections
from 9:30 a.m. to 6:30 p.m. (5:00 p.m. on the final day)

WHITE FOR KIDS will run from Sunday 27 to Tuesday 29 June in Milan. This show, created specifically for kids, is dedicated to kids’ fashion. An appointment with clothing and accessories for 0-14 year olds.

Although this is “only” its second edition, WHITE FOR KIDS is already “grown up”! In fact, following on from its successful debut in January, the event has achieved a 10% increase in exhibitor numbers, with approximately 65 brands expected to attend. There has been a big rise in the number of companies from abroad, accounting for 20 of the total.

A number of major groups will be involved in the summer edition of the kids' fashion show, combining tradition with the best selection of the most sought-after brands in keeping with WHITE’s genetic makeup and with the necessary focus on the peculiarities of the junior fashion market.

“Our first edition created a new way of presenting, but above all a new way of conceiving the junior fashion world. For the second edition, we have worked hard to select companies able to coexist and enhance one another, presenting a mixture of products in WHITE style, a uniform offering in which traditional, classic and casual fashion all convey the sophistication of a special, unique and well made product in terms of quality and design. We aim to offer buyers an all round experience, which does not simply end with the purchase, but provides a strong incentive to update and be proactive in a market ready for innovation. WHITE FOR KIDS' desire to promote this new philosophy is evident in its displays, its partnerships and its events, which will spill out into the city" says Massimiliano Bizzi, Chairman of WHITE.

Two big names, CWF Children Worldwide Fashion and ALTANA S.p.a., licensees for some top end international brands, have in fact chosen to present their collections at WHITE.

CWF, a European leader in luxury kids’ fashion, has chosen Milan and WHITE FOR KIDS for the presentation of its boys’ and girls’ fashion lines CHLOÉ and BOSS KIDSWEAR. The group will preview its new spring/summer 2011 collections, with a particular focus on the new BOSS line for kids launched for spring 2011.

Exclusively at WHITE, ALTANA will be presenting the JACOB COHEN JUNIOR boy and girl collections and the first collection created for MANILA GRACE.

The new entries include a large number of brands from Northern Europe: JOSIE from Belgium, inspired by a concept of absolute simplicity as the best form of expression. JOTTUM from the Netherlands, a brand designed since 1996 by Anky Groothof, who has always been fascinated by the idea of using a simple piece of fabric to create not just an outfit, but a world that becomes an extension of her imagination. MONAMICI from Sweden, with a collection for 0-14 year olds designed by Helene Edsta in a “classic, bohemian circus” style, made from natural materials such as cotton, silk and linen. FRANKA STOCKHOLM, also from Sweden, with a collection for kids from birth to 14 years of age. Designed by Fanny Sundgren since 2006, the collection conveys an air of the Swedish archipelago of the 1950s. Future classics with a vintage touch.

From France, SPRING COURT ENFANT, a brand created in 1936, with a collection of cutting edge tennis shoes, and SONIA RYKIEL ENFANT, with a collection for cosmopolitan girls, featuring a bright and colourful kaleidoscope of colours, polka dots, patterns and stripes.

Italian fashion is represented, amongst others, by ESCUDAMA, with bags and accessories for mums and kids and a collection inspired by classic fairytales, preserving the authenticity of the Italian tradition and style. The images are inspired by the works of the painter Paolo Novelli.
LE ROSE ROSA, silk and cashmere for young girls aged 4 to 14. This handmade collection offers surprising wearability and versatility, with basic day wear becoming elegant evening wear. DQUEEN and DKING, the junior brands from DONDUP, offer spacious and comfortable volumes for girls and clean cut, slim fitting trousers and jackets for boys.
The original and ironic NOUS + collection presents matching outfits for kids aged 0 to 3 and new mums. High end quality, strictly made in Italy, with double faced articles inspired by couture and sophisticated, skilfully tailored models,
making the most of young mums' figures.

The historic Italian brand WIP is relaunching itself with a state-of-the-art pushchair. WHITE FOR KIDS presents a collection in which the most cutting edge technology and evolved design find their highest expression. Designed byEdoardo Perri, this product is completely Made in Italy.


LA STUPENDERIA. “Made entirely in Italy by professional, precise and skilled female hands from top quality raw materials, this is a unique, beautiful and unparalleled article". So reads the tag accompanying every article from La Stupenderia, a top end Italian clothing brand for 0-12 year olds, which is returning to the show as a special guest. The company will provide a practical demonstration of this statement through the faithful reproduction of its production workshops: cutting, sewing, ironing and other phases in the handmade production of the articles will be on show, alongwith the machines and equipment used.
 La Stupenderia will present a special “set in White” exclusively at the show. This set will be made from ecofriendly materials such as jersey, towelling and 100% organic cotton voile. An ideal gift for newborns. A gift which tells a story through  pictures and welcomes babies to the world.

MANILA GRACE, JACOB COHEN JUNIOR. The two brands presented by Altana will create a Show within the Show, thanks to a special display in a dedicated room.
A tailored cut and 100% Italian production are the key features of Jacob Cohen, which bases its Junior lines on the same philosophy. Innovations include Oxford fabric for the boys’ collection and super stretch denim for the girls’ jeans
effect leggings.
The Manila Grace girls’ collection (4-14 years old), presented at WHITE FOR KIDS in a Provençal-style setting, ranges from minimalistic to extreme creativity for a cheeky, sophisticated style, with infinite mix-and-match opportunities.

New entries at the kids’ fashion show also include: hats from CAPOCUBO and beach wear from CHEEKY PAY and OK BRASIL KIDS. Total looks from: CHIUSO PER FERIE, HILLY'S, I PULCINI, PAPERUGA, SOLAL. UNO E MEZZO t-shirts, footwear from L'ARTIGIANO ITALIANO and denim from ROCK STAR SUSHI KIDS.

IDL, a clothing brand, will play host at the show to its celebrity endorser CARLTON MEYER, a basketball player who stars in its advertising campaign.


KID’S WEAR, a unique and highly prestigious international magazine dedicated to kids' fashion, lifestyle and culture, is creating an exclusive publication for the show dedicated to all the WHITE FOR KIDS brands.
The magazine’s creative team, headed by the editor, photographer and director Achim Lippoth, will produce a special magazine for visitors to the Milanese event.
The most significant articles from all the collections on show will feature in a kids’ fashion shoot. The photo session willbe filmed to create a backstage video for the project.
The video will be screened for the first time on Sunday 27 June, the first day of the show, alongside the presentation ofa special photographic display in hall L.

Barbara Gianuzzi
e-mail: -
Andrea Pilastro
telephone +39 02 45487375 - fax 02 45487683

M.Seventy srl via Giovanni Prati 9 - 20145 Milano
e-mail: -
telephone +39 0234592785 - fax +39 0234592809


White for Kids event aimed to researched collection for 0-14 years.


fair contact
M. Seventy Srl
Via Giovanni Prati, 9
20145 Milan
phone +39 023 459 27 85
fax +39 023 459 28 09
email (for Designers) (for Buyer)

press contact
And' Studio
Via P. Coletta, 69
20137 Milan
phone +39 024 548 73 75
fax +39 024 548 76 83


Take a look at older
White for Kids Milan Fairs

AW 2010/11SS 2010