A new era in fashion: WHITE MILANO brings together the best talents in the industry

Founded in 2000, WHITE Milano has earned a reputation as one of Fashion Week’s most influential and anticipated events. The event is a premier meeting point for shoppers from the world’s biggest stores like Bergdorf Goodman, MatchesFashion.com, David Jones Australia and Bloomingdales, connecting them with over 400 emerging ethical brands that are setting the agenda for the future of the fashion industry. .

For four days, twice a year, the show takes over five venues in Milan’s iconic Tortena fashion district, with over 27,000 stylish visitors immersing themselves in the interactive marketplace. Sustainability is the philosophy with all selected brands committed to creating beautiful, high quality clothing, with a clear conscience.

From ethical supply chains, to using recycled fabrics and natural dyes, to producing collections in a socially responsible way, the brands exhibiting at the show are setting the stage for the future of a consumer-weary industry. fast fashion.

Innovative: For four days, twice a year, WHITE takes over five locations in Milan’s iconic Tortena fashion district, bringing together some of the world’s most influential fashion powerhouses.

Global reach: WHITE presents collections from countries belonging to an unconventional fashion geography side by side

Global reach: WHITE presents collections from countries belonging to an unconventional fashion geography side by side

The show carries the visionary spirit of wife and husband duo Brenda Bellei Bizzi and Massimiliano Bizzi who, 21 years ago, had the sustainability conversation long before most. Today, the exhibition has become influential not only in buying and establishing these small brands in major stores, but also in inspiring the industry as a whole to make fashion more ethical and ecologically responsible.

It’s an impressive event, as you walk through the whitewashed walls from booth to booth, you’re constantly encountering innovative brands that think outside the box. Every company has a story they believe in and a production process they are proud of.

Concept exhibition: the exhibition aims to communicate values ​​focused on sustainability and technical innovation, without giving up its fashion authority

Concept exhibition: the exhibition aims to communicate values ​​focused on sustainability and technical innovation, without giving up its fashion authority

Each brand has a history they are proud of and a production process they are proud of.

Style with substance: healthy visitors explore and support the talent of young creatives from around the world

Style with substance: healthy visitors explore and support the talent of young creatives from around the world

Showcasing cultures from around the world, this September WHITE brought together the best creative talents from the Netherlands, Brazil, South Africa and, for the first time, Saudi Arabia, merging their very different approaches to design and craft seamlessly.

While Dutch brand Hul Le Kes focused on making imperfections beautiful by upcycling century-old linens into gorgeous capsule wardrobe pieces, Italian lace house iluna Group impressed with technical production practices that ensure significant savings in water and energy consumption, and the ‘Saudi100Brands’ project went for social progress with high-octane feminine glamor with couture designs full of contemporary flair.

Burak Cakmak, CEO of Saudi Arabia’s Fashion Commission, explained what the “Saudi100Brands” program (in which 85% of the presenting designers were women) wanted to achieve from the show: “From jewelry to ready-to-wear , to bridal, Saudi fashion is like nothing else. It is extraordinary, unique, opulent and meticulously crafted. It was amazing to see such interest from an international b2b market this week in Milan.

“Our participation in WHITE Milano has allowed Saudi designers to take their place on the world stage, thus promoting the growth of the thriving fashion industry. This aligns with the Fashion Commission’s vision to evolve the Kingdom’s fashion industry while meeting global needs and contributing to the economy.

INNOVATIVE DESIGN: Dutch handbag brand Minois aims to empower women to manage their daily lives with stylish bags that feature internal phone charging.

Looking to the future: in September, the theme of the program was

INNOVATIVE DESIGN: Dutch brand Minois aims to support women in their hectic daily lives with stylish leather bags with internal phone chargers.

Interactive: Hours spent finding fashion inspiration during the 19,850 m² event

Interactive: Hours spent finding fashion inspiration during the 19,850 m² event

This season there was an overarching theme called “An Eye to the Future”, combining the community power of digital art with the sustainability and beauty of animals in the wild. This artistic connection between innovation, fashion and morality is omnipresent within WHITE and it is promising to see so many brands fusing the quality of traditional craftsmanship with creative style and pioneering technical practices.

Impressive: Dyloan connects the world of technology, design and technology with their collaborations

Impressive: Dyloan connects the world of technology, design and technology with their collaborations

The show, under the artistic direction of Massimiliano Bizzi and Beppe Angiolini, was supported by MAECI and ICE Agenzia and in partnership with Confartigianato Imprese, as well as the contribution of Regione Lombardia and the aegis of the Municipality of Milan.

In synergy with WHITE and its content, the partners Scalapay Innovative FinTech Partner and BMW Sustainable Mobility Partner have chosen the show to communicate a value system aimed at sustainability, digitalization and circularity.

Seeing so many sectors come together with passion to advance the narrative of smart ethical fashion is thrilling. WHITE is unique in that it celebrates both creative talent and manufacturing companies committed to the cause of sustainability, giving shoppers access to niche brands and companies leading the smart fashion movement, all under one roof.

About Robert Wright

Check Also

The FAA has asked for comment on the small airplane seats. Will they grow?

Comment this story Comment ” Cramped “. “Unsafe.” “Torture.” Many of the more than 26,000 …