The key points
- White-Sign of the times announces the dates for February 2022 (24-27) in synergy with fashion week
- Objective: to create a fashion Expo in Milan to relaunch the post-Covid Lombard capital
- The event doubles the locations by adding Mudec and the Visconti Pavilion to Superstudio Più and the Ex Ansaldo area
Location doubling – with the Mudec and the Visconti Pavilion as a new entry – and the project of a “fashion expo” to relaunch the Lombard capital with the same spirit that, from 2015 onwards, led to the boom in Milan. By combining big brands and young designers, small and medium-sized enterprises, fairs, events, showrooms and shops.
The one planned by White, a contemporary fashion show that debuted 20 years ago in the Tortona area and has become an international reference event, is a restart in the name of strategic alliances and systematization. The February 2022 edition is scheduled from 24 to 27, in full synergy with women’s fashion week. «The pandemic has forced us to change – said Massimiliano Bizzi, founder – and has given us two options: slow down or grow. So we decided to seize the moment, be ready for a different, stronger and more attractive fashion and enhance the event that we want to be the “sign of the times”. pay off that we have chosen for White since the last edition and that we want to keep ».
The strengthening of the Tortona Fashion District
The strengthening of the event involves the whole Tortona Fashion District, already the beating heart of the Fuorisalone and the historic location of White: “In addition to our traditional locations, the Superstudio Più and the former Ansaldo area, we will support the Mudec and the Visconti Pavilion, for a total of about 18 thousand square meters of exhibition space “, announces Bizzi. The new spaces will host respectively the latest generation of international brands and a new version of WSM, the White Sustainable Milan format dedicated to sustainability, which “will deal with technology and innovation throughout the fashion chain”.
The synergy between institutions and events
Also thanks to the union between the National Chamber of Fashion, Camera Show-room Milano and White, which will take place in February as part of a project promoted by Confartigianato Imprese and supported by Maeci and Ice-Agency, the event will lead to Milan 1,200 new international buyers in addition to the 20,000 expected visitors and buyers.
The support from the Municipality of Milan could not be missing: “The latest data released by the Chamber of Fashion – said the Councilor for Economic Development of the Municipality, Alessia Cappello – tell us about a sector in surprising recovery, with turnover and exports that they have almost reached pre-pandemic levels and the recapture of major foreign markets from China to the United States to Russia. It is a propitious moment to relaunch made in Italy, confirming Milan as the engine of development and guide of the country, with its large companies but also with small and medium-sized enterprises, a solid and rooted fabric of our economy “.