M.Seventy board, the organizer of White, has decided to extend White Street Market within the show in view of the forthcoming January edition.

The experiment couldn’t but start from the menswear, more precisely from the sportswear&streetwear, but it also encompasses fashion within the event, which, for the first time, will be fully open to end-consumers, as well as buyers (B2C and B2B). A whopping lifestyle event that will involve insiders and, above all, end-consumers, thanks to a series of targeted activities and special projects.

The January edition format is going to serve up a selection of Fashion brands along with Street & Sports labels.
From January 12th to 14th White Street Market takes place for the first time in the locations Superstudio | Più Tortona 27 with a programme that is increasingly rich in initiatives open to buyers and end-users, with art and fashion exhibitions, talks, workshops, charity events and music performances, which will spice up Tortona Fashion District.

Hence the focus on the core topics, such as Design&Sustainability and Subculture&Icons, to trigger events, installations, showcases, meetings, whose protagonists are the new generations of consumers, the creatives, as well as Milan’s fashion and design schools.

At its second edition, WSM launches the topic "RE: EDITION". Sustainability still takes centre stage and promotes a reflexion on the Fashion Icons, timeless icons that can be reborn under novel guises, thus inspiring the brands, which, in turn, revive themselves and bring to life new ideas.

So Camilla Lodi, project manager of WSM: “Thanks to a mighty collaboration with a dedicated team, we have generated and will keep expanding an event that is unique in its kind in Milan, where business, entertainment, music, interaction and culture can find a special dimension. All this thanks to the dynamic interaction between fashion, streetwear&sportswear manufacterers and fashion insiders, who can dialogue with end-users, as well as with the several partners from the media, from academia and from the music scene. WSM is a cross-media platform and expression of a dynamic lifestyle, where the brands can relate their philosophy, communicate, sell and interact thanks to the new format taking place during Milan’s fashion week in January and June.”

This project has been developed by White with Paolo Ruffato, founder of Probeat Agency and Walter D’Aprile, Cofounder & CEO of nss factory.

White Milano’s innovation also encompasses the womenswear tradeshows (21st – 24th September) with the launch of Showroom Connection, which ushers in a novel off-online initiative with the collaboration of Vogue #Shareable. A special art direction of the location of some brands within the show, curated by Vogue #Shareable stylists and visuals, will bring to life outfits fashioned by mixing garments and accessories of the brands, with and editiorial twist to approach the digital realm.