Next edition of White fashion show to be held in Milan in February with extra venues

By

Laura Galbiati

Translated by
Nicola Mira

Published
Dec 17, 2021

The next edition of Milanese fashion show White - Sign of the Times will be held on February 24-27 at its usual Superstudio Più and Ex Ansaldo venues, and will extend its exhibition area to 18,000 m2 by adding two new locations in the city, the Mudec museum and the Visconti Pavilion.
 

White’s founder Massimiliano Bizzi, with Creative Director Beppe Angiolini, is keen to continue to boost the event’s status as a major international connection hub for buyers and brands. “After the September 2021 edition, which highlighted the show’s high quality and its synergistic capabilities at a difficult time when the economy was beginning to turn around, White is actively involved in the [industry's] transformation, and is expanding by adding two new exhibition venues, Mudec and the Visconti Pavilion,” said Bizzi. “The work we are doing with CNMI and CSM is also crucially important, and will result in 1,200 foreign buyers visiting Milan during the fashion week. It is a shining example of how important team work is, in these post-pandemic times during which Italy, with Milan at its heart, has demonstrated it can act as catalyst for the global market's renaissance,” he added.
 
Among the next edition's new features, Superstudio Più will host White Circle Room, a section that will take visitors on a physical and cognitive journey, and White Cube, which the organisers defined as “a show within the show,” a section with a discernible designer edge dedicated to directional footwear. The Ex Ansaldo venue, at via Tortona 54, is adopting a new look featuring lights, mirrors and a stark black and white décor, and will showcase niche, innovative fashion, accessories, lifestyle and beauty brands.

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The event’s new exhibition area at the Mudec museum, at via Tortona 56, will host “a selection of next-generation international brands that are community-driven and highly creative, with the ability to capture new trends and influence specific communities and audiences.” The 1,200 m2 Visconti Pavilion, at via Tortona 58, will instead host WSM-White Sustainable Milano, “a section dedicated to sustainability and tech innovation that has become an integral part of [White Milano], and is evolving into a premier trade event wholly focused on the industry’s creativity and supply chain, spearheading a genuine ecological and digital transition,” as the organisers stated in a press release.
 
White Milano’s next edition will be promoted with a campaign entitled ‘Upside Down’, centred on the new generations and their perspectives, their ability to overturn style codes and change the rules of the game as they aim to build a more equitable and sustainable world. The campaign features three talented young women: Laura Marzadori, concertmaster at Milan’s Teatro alla Scala, Letizia Masini, a young member of the Teatro alla Scala’s ballet company, and Gala Martinucci, an up-and-coming name in Italian cinema and fashion.