Via Tortona 27, Milano, becomes the perfect scenery for the international trade show WHITE MILANO, a true window for the most innovative brands.
Malo chose the Italian fashion salon to show the preview of the Fall/Winter 22-23 collection “Authentic Charme”, inspired by the natural allure that has always characterized the Florentine maison’s creations, full of hidden details that only expert hands can make. Pants are realized with no stitches for absolute comfort, the ancient felting techniques are taken back in order to create contemporary garments, embellished by inlays and northern stitches.
The space dedicated to the brand was transformed into a small sensorial path: sweaters hanging on structures that were created in order to enhance their designs, lights positioned in a strategic way to valorise the elaborate processings, Malo’s room fragrance and an explicit invitation to caress the garments, to transform a simple look at a stand into a sensorial and unforgettable experience. A world of wonders to be discovered, and touched, step after step.
The only protagonist was the Made in Malo mastery. Details inserted by hand, artisanal embroideries and precious intertwinings made through innovative techniques. Sober, classic but charming colors: a palette based on various shades of white and blue. Also elegant plays of tints, obtained through dyeing techniques like the batik one, creating unique and precious patterns.
Innovation living in the choice of fabrics: fine natural fibers and yarns that are born from textile residues, that give cashmere’s same softness and enveloping warmth avoiding waists. For a matching between tradition and avant-garde that fills the eyes with amazement.