In Milan, White revolutionizes the dynamics of the fashion fair

In Milan, White revolutionizes the dynamics of the fashion fair
In Milan, White revolutionizes the dynamics of the fashion fair

Milan is the scenario of a fashion renewal that starts from fairs, expanded to digital with the new White campaign

The Milano Fashion Week it is not just a whirlwind of taxis and rustle of skirts, but it is the starting point of a trade fair campaign where brands and companies present the latest news. A dimension reserved for sector experts that develops in parallel with the previews of the collection, completing the puzzle that immerses Milan and the fashion capitals in a week of pure fashion. In theera post-Covid where limits and restrictions undermine interpersonal contact and the possibility of approaching the product directly, White chooses a natural adaptation to the course of events, expanding its spaces into an omnidigital ether where the web becomes the perfect communication network. From the 23 to 26 September, White then launches Sign of the Times, a campaign whose name is an illustrious loan from a song by Prince of 1987 as well as a reference to those needs and difficulties that led to the renewal of the dynamics of tradeshow. Buyers will thus be able to find out which brands will be represented in the various showrooms within White and in the spaces of Tortona 27 | Superstudio Più e Tortona 54 | Milan base, Ex Ansaldo, obtaining information via video or QR code and connecting to the web channels and then moving from the salon to the showroom.

“We focus on the strength of the Milan event, the result of the synergy between the driving force of the 700 Milanese showrooms, fashion week and White. An unmissable moment for all professionals. Today it is really mandatory to network, giving logistics to the city to connect the different actors of the fashion week. We have been offering it for years with the showroom connection project, which connects the fair with the showrooms. Today the times are ripe; thanks to technology, it is also possible to take a further step to make the search for showrooms usable, rationalizing the time and appointments of buyers “ – he claims Massimiliano Bizzi, founder di White.

Sponsored by the Municipality of Milan, supported by MAECI and Ice-Agenzia and in partnership with Confartigianato Imprese, the White project is enriched with a visual campaign, with photos and videos made by photographer Davide Musto and director Federico Cianferoni respectively. The protagonists are four young promises of Italian cinema, Matilde Gioli, Ludovica Bizzaglia, Laura Adriani and Federico Cesari, emblem of a new generation of artists capable of affirming and surprising even in times of crisis.

“We have created an advertising campaign that expresses a sense of renewed energy and contemporaneity. Now more than ever it is necessary to face the transformations with a clear vision on what the fashion system requires and in this regard we are working to enhance our digital platform, born in March 2020 and enthusiastically plan the September 2021 trade fair event. finally in attendance “, conclude Stefania Vismara, White’s new CEO.

With the presence of 250 brands and numerous thematic salons where you can discover artisan and niche realities, White is the innovation in the network showcase, offering the possibility of getting to know new realities in a fast and intuitive way, and then reconnecting to the company and its executive showroom.


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