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Everything that went down at White Street Market

The street and fashion soul of Milan

Everything that went down at White Street Market
The street and fashion soul of Milan
Everything that went down at White Street Market The street and fashion soul of Milan
Directed by Yuri Delamaison & Pablo Youngblood

The second edition of White Street Market has just come to an end, one of the most remarkable events of the street and fashion scene of Milan. The fashion festival was the occasion to discover many previews and never-seen-before items, like the official presentation of the Icon Collection, the first Juventus streetwear collection, or the exhibition of the football jerseys coming from the Kappa archive, as well as the premiere of the movie dedicated to the all-girl NYC-based skate collective, Skate Kitchen, in collaboration with Milan Fashion Film Festival. Milan proved once again its modernity and vitality, and the workshops during the three days of the festival were proof of this new research of creativity. Among them, the nss kicks one, which have intrigued one of the best sneaker designers in the world, Salehe Bembury.

For this edition WSM moved its location to Superstudio Più - Tortona 27 - an open space that helped to overcome limits and borders, thanks to the lights and a hypnotic djset. The '90s were a big part of the festival, but without an old nostalgic vibe: a big half pipe was at the center of the studio, and more generally, the skate culture was an important topic of the event. The real protagonists were the collectives Bastarde Senza Gloria and The Skate Kitchen. A top brand like FILA, arena Icons, New BalanceTimberland or Dickies have been the protagonists of the mix, together with new interesting projects like nana-nana, Fantabody and the new Les Vêtements de Football collection by nss sports.

White Street Market was a showcase for buyers and fashion enthusiasts, 14.797 people from all over the world, but it was also an opportunity to reflect on the role of Milan in the fashion industry, and the new influence and importance of subcultures. In the talk area, the main topics were in fact sustainability, consciousness and of the relationship between football, fashion, and society. Without overstating, White Street Market has established itself as a new meeting point for all the fashion lovers and enthusiasts, who attended the event with great enthusiasm. "Milan must believe in this beautiful event" as declared by Massimiliano Bizzi, founder of White Street Market.