I'M Isola Marras under new direction showcased at WHITE Milano this weekend

WHITE - the Milan trade show for women’s collections and directional international brands has opened  and is expanded into three exhibiting areas at 27, 35 and 54 via Tortona within the Tortona Fashion District.

From left: Michele Scannavini President of ITA, Massimiliano Bizzi Founder of WHITE, Brenda Bellei Ceo of M.SEVENTY, Cristina Tajani Councillor for Fashion and Design for the municipality of Milan, Ivan Scalfarotto Undersecretary of the Ministry for Economic Development

The show dedicated to womenswear and accessories is held from 22nd to 25th September 2017, in partnership with Confartigianato Imprese and under the aegis of the Municipality of Milan.

The four-day show boosts a record number of 532 exhibitors (368 from Italy and 164 from abroad, namely a 6,4% increase), and this is a special edition in many ways, as WHITE has gone the extra mile to support the teamwork strategy undertaken by MISE, aiming to coordinate and streamline the whole cycle, thus bringing together in the calendar of Milan Fashion Week the most prominent fashion happenings.

One of the special features this season's WHITE is the presence of Efisio Rocco Marras (left picture) as the Special Designer, providing the new direction for I’M Isola Marras. 


The project marks I’m Isola Marras's revival, according to Efisio.

"My dream is seeing my items being worn at a Patty Smith gig, or in an innovative and contemporary street version, maybe for a drink at the bar round the corner. I draw inspiration from every day life, mostly from my peers. "

Describing his collection showcased in a special installation at WHITE, the designer explained in an interview organised by the trade fair organisers: "I have created a one-fabric (exclusively cotton) collection, completely white, with exceptionally accurate stitching and details, buttons and buttonholes.  (As a keen photographer) Each single item has been conceived to be matched with photo prints of images I shot during the several travels and experiences that have brought me here.

He continues: “Walking life: is an interactive path of creativity and life, recounting my story and the faces I met. 30 items, a sort of hybrid in the world of collections, something really new. The chance to present it at WHITE, which is synonym for quality and research, is really grand, in my view."

Photos: White Women's Collections + accessories SS 18 on September 22, 2017 in Milan, Italy. (Photo by Sebastian Reuter/Getty Images for White)