White-Sign of The Times, the diffused show happening in Zona Tortona, is back from 22 to 25 September 2022 in the heart of Milano Fashion Week with a new appointment entitled "An Eye on the future", rich with special projects, new international brands artistic initiatives and 400 exhibiting brands spread over 19,850 sq. meters in five locations.

White Milano September 2022 campaign
Photo: White Milano
White Milano September 2022 campaign
For this edition, the show expects to return to reach about 28,000 buyers (including press), a goal reached before Covid, a significant increase compared with the February 2022 edition when it had reached 18,200 ones.

 




Sustainability will play a key role within the show hosting a selection of players, talks and events, while within its organisation it will also offer a support to companies willing evaluate their emissions, increasing their virtuous performances and transparency levels within partners and clients of the value chain thanks to a partnership with nine key insiders of the market and ICE.




 

After its debut last February, the WSM (White Sustainable Milano) section at the Visconti Pavilion in via Tortona 58 will grow in terms of exhibitors and thematic areas. The format that promotes the production chain related to materials, technologies, the zero waste production, customization and treatments that are increasingly less impactful on the environment, returns in an immersive and experiential version aimed at better involvement of industry players and the end consumer.

Marshall Columbia Collection
Photo: White Milano
Marshall Columbia Collection
WSM is developed in synergy with Giusy Bettoni, founder and CEO of C.L.A.S.S. and carries as its subtitle "Unveiling the Fashion Backstage".

 




Among the participating companies of this section of the show there will be Dyloan, one of the leaders in innovative technologies and solutions for the fashion world according to principles of sustainability and transparency; Fulgar, an international leader in the market of "man-made" fibers, entirely Made in Italy specialized in the production of sustainable and responsible fibers; Tencel, key manufacturer of cellulose fiber of vegetable origin; YKK, the global closure specialist that has developed its "YKK Sustainable Vision 2050" by setting clear goals in climate change, protection of water resources and materials, management of chemical agents and respect for people.

 




Another key initiative of this edition will be Circular Stage hosting an extensive program of talks and workshops. Key players will discuss important topics such as digital passport, greenwashing, materials and technologies innovations, regenerative agriculture and new frontiers of retail.

 



Speakers will include Maxine Bédat, critic, entrepreneur and esteemed activist and author of "Unrevealed. The Dark Side of Fashion"; Javier Goyeneche, president and founder, Ecoalf; Dounia Wone, chief sustainability & inclusion officer, Vestiaire Collective; Stefania Ricci, director, Salvatore Ferragamo Museum; and Julian Lings, senior sustainability manager, The North Face, VF Outdoor.

 



Among other initiatives of this edition, there will be Expo White, a new format that introduces designers and brands from countries that belong to an unconventional geography of fashion. In its first edition, Expo White, will reveal the potential of Saudi Arabia, Brazil, The Netherlands and South Africa.

Claes Iversen
Photo: White Milano
Claes Iversen
Among others, The Netherlands, which has made of sustainability its flag, will exhibit a selection of brands including: A Beautiful Story - Caes - Ilni - Hickae - Leap Concept - Minois - HCA and will be host within a "Sustainability in Orange" event on Sept. 22, taking place on the opening day of the event.
Karima One Of A Kind
Photo: White Milano
Karima One Of A Kind
White Suk is another new area characterized by the strong appeal commercial whose layout is inspired by a souk Middle East that will feature a selection of brands with strong heritage craftsmanship including: Ibeliv - Asami Studio - Mayroway - Stma Stefania Marra - Daria Pacelli - Spektre - Karima One Of A Kind - Noa Schali - Tarea Studio - Aethernal.

 





READ ALSO:
White show September

The Shows

How next White is evolving and betting on sustainability and art

Read more →
Trade show review: White Sign of The Times

The Shows

Trade show review: White Milano

Read more →
202030 Berlin Fashion Summit

The Shows

Discover the highlights of next 202030 – The Berlin Fashion Summit

Read more →
Berlin Fashion Week and Premium events will take place together in 2023

The Shows

Berlin Fashion Week and Premium events will take place together in 2023

Read more →