Despite the omnipresent war scenario in Europe, the atmosphere at White Milano was relaxed and constructive. According to the organizers the Milanese contemporary fashion show held in Zona Tortona from 24 to 27 February 2002 was even able to report an increase in visitors: 18,850 people attended the show – 24% more buyers than during the September 2021 edition.
The show opened quietly, though its affluence further increased in the following days, recalling mostly Italian visitors along with some key international buyers. Among them, there were Lane Craw, Harvey Nichols from Dubai, Bergdorf Goodman from NY, Nieman Marcus from Dallas, The buying office of Lane Crawford Hong Kong and Mainland China, The Webster Miami-NY, Murkudis from Berlin, Voo Store Berlin, Saks Fifth Avenue Dubai, Matches Fashion from London and Illum Copenhagen.
"This result is important. It shows once again that planning and system are the keys to successful work, even in such a particular historical moment. We are proceeding consistently with our plans for the development and evolution of the vision of Fashion Week, which we have long conceived as a unique Fashion Expo in the international system. We are in constant dialogue with the institutions and the major players in the city and the fashion industry so that the intuition of Sign of the Times is transformed into a pragmatic and innovative reality. We hope Milan realizes the relevance of the game it is playing, grasps the strategic opportunity in the comparison with the other fashion capitals, first Paris, and continues on this path," commented Massimiliano Bizzi, founder of White.
For the first time, this section of the event opened its doors to insiders, but also to the whole city, consumers and eco-geeks. Thanks to its new format, it recalled 45% more visitors than in its previous September edition.
Protagonists of WSM – White Sustainable Milano were industry insiders focused on achieving new quality standards throughout the lifecycle of the product. Participating this section were, for instance, Alpaca del Perù- Peru Textiles, association of manufacturers of cotton and alpaca with positive impact from Peru; Bemberg by Asahi Kasei, premium material with circular economy approach made from cotton linters in closed loop; D-House by Dyloan, an innovative hub responsible for technological manufacturing in the fashion, design and automotive sectors; Iluna Group, Italian expert in the production of responsible lace for lingerie; Linificio and Canapificio Nazionale, specialised producer of high-quality linen and hemp fabrics from European crops; Renoon, an app focused on responsible shopping and a technology for the dematerialization of fabrics and products with an experiential perspective and to promote sustainability.
As part of this section was Changing Room, an installation realized by B.E.S.T. Città dell'Arte with CRTLZA. It presented a suspended dressing room with curtains made of real clothes and narrating labels will lead us to reflect on the need for greater awareness. Among technology partners, NSS Magazine invited the public to live through the Oculus visor a meta-experience where play and creativity are the basis of a parallel reality, explaining how Metaverse, NFT and gamification are necessary business paths to embrace.
Participating White show were also other interesting brands and projects:
Alto Milano, is an Italian manufacturer of socks that has been involved with various sustainable projects. For the occasion they presented a line of hats completed by a ribbon obtained from recycling stocking production remains.
Chet Lo is a UK brand that offers unique knitwear pieces - often characterised by a surface covered with knitted quills. Each item is made with recycled polyester blends and nylon and is knitted with period knitting machines.
READ ALSO:
