The Milanese contemporary fashion trade show White is back and will take place as a physical edition for the first time since the start of the pandemic. The show will take place September 23-26, 2021 in the Tortona area.
"We have entirely revolutionized our format. It will be a physical event designed in respect with the rules imposed for fighting Covid. Our event will also include a digital area, while hosting meetings and workshops in order to make this experience unique,” said Massimiliano Bizzi, founder, White.
All you need to know about next White
The show will host 290 exhibitors and will be set in an entirely renovated layout, according to a concept that aims to offer special content, entertainment and education. It will feature 18 events, including talks and meetings that will involve key personalities of the Made in Italy fashion scene.
Among the special projects on this edition there will be Secret Rooms, an initiative devised by White’s Bizzi and Beppe Angiolini, owner Sugar stores and counselor, Camera Buyer Italia.
As part of this initiative, Bizzi and Angiolini, in collaboration with architecture studio Dimorestudio, have created seven emotional rooms presenting the seven founding values. The participating brands of the project are Kiton, Massimo Alba, Aspesi, Incotex, Tagliatore, Finamore and Borsalino and have also interpreted seven of the most important men’s wardrobe pieces to be worn by women underlining how men’s and women’s wardrobes are increasingly interchangeable.
White goes sustainable
As in past seasons, White has always shown sensitivity to themes such as sustainability and eco-friendliness. Ana Duarte will be among the participants of this edition. This Portuguese designer has an inclination for illustrations and has based her collections on her exclusive graphics and technical yarns such as neoprene obtained from recycled plastics and cottons. This designer is one of the protagonists of this edition and was selected and awarded by C.L.A.S.S. Ecohub, a specialized studio supporting smart producers and brands led by its CEO and founder Giusy Bettoni.
While Swarovski is celebrating its 126th anniversary this year, for this edition of White it will present Swarovski Wonderlab, a creativity lab showing its new jewelry collections as the result of a series of collaborations with international brands.
The special space “Stanza 001” will host Vivienne Westwood’s f/w 2021 collection specifically hyping a unisex identity.
As part of a collaboration between White and London Showrooms, ten top luxury brands selected by the British Fashion Council will participate in the show. These will include Ahluwalia, Ancuta Sarca, Completed Works and Duran Lantink, among others.
Betting on safety
The show wants to guarantee the respect of all the security measures requested by the Italian Health Minister. Participants will be asked to present their Green Pass or a negative test. Moreover, a free Covid test area will be available to visitors.