White-Sign of The Times, the Milanese contemporary fashion event, is ready for its kick-off as a live event after the pandemic. The show, which celebrates its 20th anniversary this year, returns from February 24-27, 2022. It will occupy its traditional locations of Superstudio Più and Ex Ansaldo in addition to two brand-new destinations - MUDEC and Padiglione Visconti, in the Tortona Fashion District, occupying a total area of 18,000 square meters.
"After the work done in September 2021, in such a difficult moment and restart, White was able to take part in the change and increase of the exhibition space through the two new hubs," said Massimiliano Bizzi, president and founder, White.
"Of fundamental importance has also been the joint work with CNMI (Italian Fashion Chamber) and CSM (Milan Fashion Showroom Chamber) that will bring in the days of the Milan Fashion Week an incoming of 1,200 foreign buyers. It shows how important it is to create a system, in a post-pandemic period in which Italy, with Milan at the center, has proven to be a catalyst for a rebirth of the international market," continued Bizzi. 
On the occasion of White's 20th anniversary, the show will set up an exhibition dedicated to the salient moments in the history of the Salon. As part of the celebrations, it has also created a book about the five senses to describe how White has tried to transform the concept of a trade show into a fashion experience, with the introduction of immersive moments staged through musical performances (hearing), special projects launched with artistic retrospectives (sight), gastronomic moments or tasting (taste), new trends of contemporary olfactory culture (olfaction) and installations of new avant-garde trends (touch).
From this edition, the Visconti Pavilion becomes part of the White welcoming in its multifunctional space of 12,00 square meters, in via Tortona 58, WSM-White
Sustainable Milano, the project focused on sustainability and technological innovation, has become an integral part of the event and focuses on the whole creative and production chain of the fashion industry, as protagonist of a concrete ecological and digital transition.
WSM-White Sustainable Milano wants to showcase the best of the complex supply chain of sustainable fashion and the latest technological revolutions capable of reducing the environmental impact of the entire sector in this long value chain. Artistic displays and multimedia content will present the project of some British designers (including Stella McCartney, Ahluwalia, Anya Hindmarch, Burberry, Christopher Raeburn, Helen Kirkum) that have already participated in November at Cop26 in Glasgow.
The exhibition space of MUDEC, the Museo Delle Culture in via Tortona 56, represents an important novelty for the format of White format because it occupies exhibition spaces of excellence linked to cultural and artistic content.
White occupies two levels of MUDEC, the Innovation Center and the Auditorium, and hosts a selection of the latest generation of international brands. These are "community-driven" brands, with a strong creative depth and the ability to intercept new trends and influence specific communities and audiences. Among the new collections there are Taakk, Botter, Kidsuper, Sweet Lime Juice, (Di)Vision, Polite Worldwide, Hatton Labse and some art installations by Cho Gi- Seok, William Farr and Jonathan Zawada.
Among international partnerships that White will also host there are six Los Angeles denim brands includinh Boyish, Re/Done, Paige, Frame, L'Agence and Mother. They will occupy the Luxury Lounge inside Superstudio Più in via Tortona 27. 
The show will also host a project created together with 032c, a Berlin-based studio. They will present a creative expo-installation designed to express the spirit of our times and the evolution of costume through seven cutting-edge, established brands – Acne Studios, SR STUDIO LA. CA., Le Cavalier, Entire Studios, 44 Label Group, Kasia Kurchaska and Phipps International – presented in collaboration with Dimore Studio.
Also focusing on sustainability, there will also be Changing Room, the installation created by Michelangelo Pistoletto's B.E.S.T. Città dell'Arte with CRTLZAK.
Ten new generation brands selected by the British Fashion Council, will participate in London Showroom for this edition, too. They belong to the London fashion community and they are Carlota Barrera, Chet Lo, Eftychia, Feben, Jordanluca, Labrum Londoin, Robyn Lynch, Roker, S.S. Daley, Yuhan Wang. 
Among the other initiatives of the event, the White Circle Room section marks the return to an essential concept, combined with experimentation, where fashion and design dialogue through unexpected codes. It presents a mysterious and unexpected place in which brands bring on stage an upside-down vision of fashion that seeks to express itself in a way that is free from clichés. It is an immersive experience where the visitor makes a circular journey, both physical and cognitive.
The White Cube area, on the other hand, will host "a salon within the salon" presenting a space with a strong design connotation dedicated to research footwear and offering new generation brands.
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"After the work done in September 2021, in such a difficult moment and restart, White was able to take part in the change and increase of the exhibition space through the two new hubs," said Massimiliano Bizzi, president and founder, White.
"Of fundamental importance has also been the joint work with CNMI (Italian Fashion Chamber) and CSM (Milan Fashion Showroom Chamber) that will bring in the days of the Milan Fashion Week an incoming of 1,200 foreign buyers. It shows how important it is to create a system, in a post-pandemic period in which Italy, with Milan at the center, has proven to be a catalyst for a rebirth of the international market," continued Bizzi.
Photo: White
Massimiliano Bizzi, president and founder, White
From this edition, the Visconti Pavilion becomes part of the White welcoming in its multifunctional space of 12,00 square meters, in via Tortona 58, WSM-White
Sustainable Milano, the project focused on sustainability and technological innovation, has become an integral part of the event and focuses on the whole creative and production chain of the fashion industry, as protagonist of a concrete ecological and digital transition.
WSM-White Sustainable Milano wants to showcase the best of the complex supply chain of sustainable fashion and the latest technological revolutions capable of reducing the environmental impact of the entire sector in this long value chain. Artistic displays and multimedia content will present the project of some British designers (including Stella McCartney, Ahluwalia, Anya Hindmarch, Burberry, Christopher Raeburn, Helen Kirkum) that have already participated in November at Cop26 in Glasgow.
The exhibition space of MUDEC, the Museo Delle Culture in via Tortona 56, represents an important novelty for the format of White format because it occupies exhibition spaces of excellence linked to cultural and artistic content.
White occupies two levels of MUDEC, the Innovation Center and the Auditorium, and hosts a selection of the latest generation of international brands. These are "community-driven" brands, with a strong creative depth and the ability to intercept new trends and influence specific communities and audiences. Among the new collections there are Taakk, Botter, Kidsuper, Sweet Lime Juice, (Di)Vision, Polite Worldwide, Hatton Labse and some art installations by Cho Gi- Seok, William Farr and Jonathan Zawada.
Among international partnerships that White will also host there are six Los Angeles denim brands includinh Boyish, Re/Done, Paige, Frame, L'Agence and Mother. They will occupy the Luxury Lounge inside Superstudio Più in via Tortona 27.
Photo: Boyish
Denim by Boyish
Also focusing on sustainability, there will also be Changing Room, the installation created by Michelangelo Pistoletto's B.E.S.T. Città dell'Arte with CRTLZAK.
Ten new generation brands selected by the British Fashion Council, will participate in London Showroom for this edition, too. They belong to the London fashion community and they are Carlota Barrera, Chet Lo, Eftychia, Feben, Jordanluca, Labrum Londoin, Robyn Lynch, Roker, S.S. Daley, Yuhan Wang.
Photo: Chet Lo
Chet Lo
The White Cube area, on the other hand, will host "a salon within the salon" presenting a space with a strong design connotation dedicated to research footwear and offering new generation brands.
READ ALSO:
