White Show Milano

White Milano is the most important appointment of the Milan Women’s Fashion Week. With its over 200 brands and 5,000 visitors, White is divided into three: a showcase for emerging designers, a marketplace for international buyers, but above all a hotbed of ideas and a means to convey messages for the entire fashion system.

With a choice of brands aimed at enhancing Made in Italy and attention to sustainability, White Show Milano was staged, from 24 to 27 September, in the two locations Superstudio Più in Via Tortona 27 and BASE Milano / ex Ansaldo in Via Tortona 54.

The great novelty of this year were the numerous total-green brands: among these, we find YekaterinaIvankova, chosen as a “Special Project”. The Kazakh designer founded the eponymous upcycling brand, for which she uses vintage pieces and stock of materials, with the aim of not producing anything new. At his side there will also be Flavia LaRocca, designer of the brand of the same name and fresh from winning the “Franca Sozzani GCFA Award for Best Emerging Designer” at the Green Carpet Fashion Awards, and Gilberto Calzolari, a young designer who has made sustainability the strong point of his brand, thanks to innovative fabrics and a “slow fashion” orientation. Special mention for “Made for a Woman”, whose founder Eileen Akbaraly has given life to a real humanitarian project in Madagascar, promoting not only sustainable fashion but also better living conditions for exploited populations.

White Show Milano

White Show also saw the participation of important guests: the designer Massimo Giorgetti, the councilor Cristina Tajani and the entrepreneur Beppe Angiolini who discussed the creative synergies between fashion and design. The presence of “Fashion Revolution Italy”, the collective coordinated by the stylist and author Marina Spadafora, which promoted several talks focused on the theme of sustainability: among these, the presentation of the book “The revolution starts from your wardrobe”, written by Spadafora and Luisa Ciuni.

White Show Milano has given the important signal that the world of fashion is recovering from the crisis suffered in recent months, and that it is trying to abolish discrimination and excesses, moving towards a leaner production, more attentive to the environment and to health, both of the planet and of workers.

“We succeeded in the miracle and I still cannot believe that we have achieved this feat with the applause of all the operators. Milan is reacting ”, said Massimiliano Bizzi, creator of White. The numbers: over 200 exhibitors, 9 events and installations in fashion and design boutiques, thanks to the “Milano Loves Italy” initiative, and 40 presentations on the “White B2B Marketplace” digital platform, which reached over 550,000 people.

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