The new section “AHEAD – Athleisure for the future” is due to open for the first time at ex Ansaldo in via Tortona 54, Milan from 17th to 19th June. This project, curated by Tomorrow, international showroom based in London, is going to introduce at WHITE MAN & WOMAN some of the most innovative Athleisure brands through a special multi-sensorial installation. The project, curated by Alfredo Canducci, Sales and Business Development Director Tomorrow Ltd, aims to involve buyers and visitors alike and to get them to know the Athleisure universe, a segment registering a remarkable growth, as it brings together sport, lifestyle and fashion trends. Apparel that is suitable for sport, but is also elegant and comfy and can be worn in a variety of situations, from everyday life to more worldly occasions. On the wake of the success of the new division “Athleisu- re”, launched in 2016, Tomorrow Ltd. is about to dedicate within the show a special space, where some of the brands that are currently trending internationally will be exhibited, like GEYM, Sapopa (special guest at WHITE), Ports 1961 X Everlast, 42|54, EXKITE, Particle Fever, Charli Cohen, C-CLIQUE, Maria Ke Fisherman. The area will be tted with an industrial and contemporary installation, consisting of steel and neon tubes, where the objects will be displayed: namely sportswear and iconic items that will allow perceiving the mood and lifestyle of the Athleisure universe, also thanks to photos, sound and video. Tomorrow London Ltd is a multi-brand, multi-service and multi-channel business model, comprising a showroom, a consulting company, as well as a centre for logistics and distribution. Tomorrow gives brands the chance to access the most important stores worldwide, but it also contributes to the brand’s organizational expansion as a whole, both online and of ine, offering nancial, managerial and marketing advice too. «This installation explores the human potential and physical limitations, overcoming the per- ceived expectations and restraints of the human body. – so Alfredo Canducci – At the core of the athlete’s pursuit of excellence lies a lesson that reaches far beyond the realm of a merely physical effort. Drawing from this concept, exploring the human limits, we aim to offer visitors a visual, tactile and audio experience accompanying the latest collections of some of the most vanguard Athleisure brands».
