White | Sign of the Times takes place from February 24th to 27th in the Tortona district of Milan and is all about optimism. “All brands have a great desire to be customers againto meet inside, to show the new collections in person and to start anew,” explained Massimiliano Bizzi, President and Founder of White Milano, adding that the Milan event was organized with the National Chamber of Italian Fashion, the Camera Showroom and the Italian Agency for Foreign trade (ICE) cooperates, both in terms of incoming buyersinside as well as in the events that will liven up February fashion week. In addition, there is a cooperation with the trade association Confartigianato.
Thanks to this activity, 1200 foreign buyers will attend during Milan Fashion Weekinside, in addition to the 20,000 expected to attend the event from around the world. These are the financially strongest companies in the main international markets, boosting the export activity of Italian companies. They are joined by all the buyersinside, who consider Milan to be the fashion capital of Europe.
“If we are successful with our work, then the companies will also benefit. We are working towards this ambitious goal together and we are very proud of it,” Bizzi continued.
At White | Sign of the Times, the landmark fashion concept trade show of Milan Fashion Week, organized thanks to the support of the Ministry of Foreign Affairs and International Cooperation (MAECI) and the Agency for Foreign Trade (ICE) with the contribution of the Region of Lombardy and under the patronage of the City Milan, around 330 brands will be presented. These include such big names as Ines Et Marechal, Pé de Chumbo, Pierre Louis Mascià, Faliero Sarti, DEA, Linda Farrow, Gruppo Luxury Denim Brama, THE SADDLER, Sebastian, Thomas Neuman and Coliac to name a few.
The Region of Lombardy also participated in the creation of a photo exhibition and a book to celebrate the 20th anniversary of the event, founded in 2002 by Massimiliano Bizzi.
“At ICE, we have launched 19 new initiatives to help companies grow internationally, and we reiterate our support for this issue of White and for the industry at large, believing that innovation, craftsmanship, design, creativity and… Commitment to sustainability are the keys to a successful positioning on the international markets,” said Carlo Ferro, President of the Italian Agency for Foreign Trade (ICE).
“The collaboration between Confartigianato, White, the National Chamber of Italian Fashion and Camera Showroom Milano, with the support of the Ministry of Foreign Affairs and International Cooperation (MAECI) through the Italian Agency for Foreign Trade (ICE), harnesses the best entrepreneurial energies of the Italian Fashion to consolidate our leadership position at international level. Confartigianato is proud to offer the skill and excellence of Italian artisans in this new challengeinside and small business ownersto represent inside in the fashion industry. Creativity, tradition, design, innovative research and sustainability are our leitmotifs to continue growing on the national and international market,” says Fabio Pietrella, President of Confartigianato Moda.
In this regard, Bizzi added: “White | Sign of the Times also wants to be a meeting place between companies, buyers and showrooms, promoting change and upswing by interpreting the signs of the times and the new needs of the new fashion generation. In this period it is very important for us and for the brands to which we give voice and space to grow through new systems and innovative layouts, just as you will see in Milan from February 24th to 27th in the Tortona district” , according to the founder of White.
This edition of White offers an even more structured presentation at the traditional Superstudio Più and Ex Ansaldo locations, as well as two new locations in the Tortona Fashion District, totaling 18,000 square meters.
Superstudio Più, with its iconic location at Via Tortona 27, adopts an innovative approach characterized by different spatial concepts dedicated to different product categories. For example, the White Circle Room marks a return to a concept of simplicity combined with experimentation, where fashion and design enter into a dialogue through unexpected codes.
A place where brands present a completely new vision of fashion – completely free of clichés. Many of the brands on show are overseas, including the 10 brands selected by the UK Fashion Council. The London Showroom returns to Milan for the February issue of White. The following labels will present their Fall/Winter 2023 collections: Carlota Barrera, Chet Lo, EFTYCHIA, FEBEN, JORDANLUCA, Labrum London, Robyn Lynch, ROKER, SSDALEY and Yuhan Wang.
Adding to the very long list of brands presented in White’s luxury lounge is a selection of 6 high quality California based denim brands: Boyish, RE/DONE, PAIGE, FRAME, L’AGENCE and MOTHER.
The Ex Ansaldo in Via Tortona 54 will also change its appearance for the next edition. Plays of light, mirrors and a black and white atmosphere contrast with the warm and welcoming atmosphere of a set that recreates a typical oriental souk.
In addition, the exhibition space at MUDEC, the Museum of Cultures in via Tortona 56, is a new addition to the White format, enriched with excellent exhibition areas linked to cultural and artistic content.
In line with the DNA of the museum, the two-level event hosts the Innovation Center and Auditorium, a selection of the latest generation of international brands, driven by community and with great creative strength – with the ability to embrace new trends and specific communities and inspire audiences.
From this edition, the Padiglione Visconti will also be part of the White format and will host WSM-White Sustainable Milano in its 1200 square meter multifunctional space in via Tortona 58. This is a project of sustainability and technological innovation that is an integral part of the fair and becomes the first event entirely focused on the creative and production chain of fashion – a protagonist of a concrete ecological and digital transformation. “For the first time, WSM will be held in February alongside Salon White because sustainability is an essential issue for the fashion business and for all industry insiders alikeinside, who come to Milan for the fashion week, as well as for the end customerinside, whose ecological awareness is becoming more and more evident, is extremely interesting”, concludes Massimiliano Bizzi.