White is back with 250 brands from 23 to 26 September in Milan

White is back with 250 brands from 23 to 26 September in Milan
White is back with 250 brands from 23 to 26 September in Milan

“Next September will be a very busy month because many events and fairs will restart: the Salone del Mobile will precede fashion by a few days. This is a very challenging contingency for us”, he said yesterday morning, during the presentation conference of the next one. edition of White Milano, scheduled from 23 to 26 September, Cristina Tajani, councilor for Commerce, fashion and design of the Municipality of Milan.

“At the moment we expect about 250 brands that will exhibit their collections in the two locations of Superstudio and the former Ansaldo, in via Tortona”, explained Massimiliano Bizzi, founder of the event, adding that the number of brands is clearly lower than the pre-editions. Covid and is linked to the security measures to contain the pandemic. In short, September will be for fashion, as well as for other sectors, the month of recovery and yesterday, during the press conference, one of the first in attendance after months of online meetings, there was an atmosphere of trust, also strengthened by the words of Mario Boselli, honorary president of the National Chamber of Fashion and currently president of Banca 5 (Intesa Sanpaolo Group), the Italo-Chinese Institute and the Italy-China Foundation. “The phenomenon of revenge shopping that we are experiencing at an international level is incredible and it will be even more so in a city like Milan: the capital of the Italian lifestyle”.

Massimiliano Bizzi: “for the first time a new exhibition format dedicated to multi-brand showrooms based in Milan is inaugurated

Returning to White, yesterday the management announced the launch of Sign of the times, a new campaign that marks a change in the exhibition format. “For the first time, a new exhibition format dedicated to multi-brand showrooms based in Milan is inaugurated to strengthen the synergy with all the fashion players. We are optimistic that for Milan women’s fashion in September the flow of professionals will resume, thanks to the various pre-programmed face-to-face events, the desire to return to live the events and thanks to the vaccination campaign “, emphasized Bizzi.

The project that Confartigianato brings to White, thanks to the support of Maeci and Ice Agenzia, aims to relaunch the manufacturing capacity made in Italy in the name of sustainability

“The memorable musical success of Prince, Sign o ‘the Times, released in 1987, inspired White’s photo and video campaign which for the first time involved four young promises of Italian cinema. Portraits by photographer Davide Musto and director Federico Cianferoni in a glam rock atmosphere are the protagonists of the campaign: Matilde Gioli, Ludovica Bizzaglia, Laura Adriani and Federico Cesari “, added Bizzi.

White, therefore, will focus on the strength of the Milan event, the result of the synergy between the driving force of 700 Milanese showrooms, the fashion week and the event founded by Bizzi.

The event, sponsored by the Municipality of Milan, is supported by Maeci and Ice-Agency and in partnership with Confartigianato Imprese.

“Fashion, one of the sectors most affected by the pandemic, recorded a +1.9 per cent in the first quarter of the year compared to the same period in 2020. However, there is still a lot to catch up on. This is why Ice supports companies in the sector with an ever-increasing commitment, especially small and medium-sized enterprises and craftsmen. We want to accompany them to win the new competitive challenges in a scenario increasingly dominated by digital, innovation and sustainability, fundamental values ​​for the new generations, but also primary objectives on the European political agenda “, observed Carlo Ferro, president of the Ice Agency.” In this context, we place our support for White who represents one of the young and innovative faces of fashion. Let me add that the whole sector is responding to these trends by demonstrating, once again, great flexibility and resilience to build the Italian fashion of the future: more sustainable, more digital, but always beautiful and well done “.

“The recovery after more than a year of hiatus, due to the pandemic, requires clear and fast strategies, which allow us to become even more competitive, consolidating our image as a leading trade fair for the whole world of avant-garde and in the segment, at this time still more strategic, of small and medium-sized enterprises ”, said Stefania Vismara, White’s new general manager.

“Small businesses have always made Italian fashion great in the world and even in the new editions of White our entrepreneurs are ready to testify to the excellence of their production. It is our commitment to react to the crisis that has hit the sector in which 55,000 small businesses with 309,000 employees operate so hard. The project that Confartigianato brings to White, thanks to the support of Maeci and Ice Agenzia, has a precise and concrete objective: to relaunch the manufacturing capacity made in Italy in the name of sustainability, experimentation and technological innovation, but guaranteeing its’ value craftsman ‘, the distinctive factor of creativity, tailor-made flair, personalization that makes our creations unique and inimitable on international markets ”, concluded Marco Granelli, president of Confartigianato.

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