It will be the first "only digital" edition for White, presented this morning during the press conference held live on whiteshow.com and moderated by Massimiliano Bizzi - founder of White - Brenda Bellei - Ceo - and Federico Poletti - Marketing and Communication Director.
The project, realized thanks to the support of Maeci and Ice-Agenzia and the partnership with Confartigianato Imprese, will start on the occasion of Milano Moda Donna from February 25th 2021}}, with over 200 brands that will be online on the White platform and the B2B marketplace.
The online format aims to communicate the world of small and medium-sized enterprises, putting back at the center the Italian industrial fabric made of SMEs and local shops, which represent an extraordinary wealth of the country.
"Small and medium-sized firms represent over 90% of the Italian industrial sector. These are niches that focus on research and quality, nevertheless they do not enjoy the widespread recognition that they deserve, which harms them very much. That's why we must find strategies and ways to ensure that these excellences enjoy the standing they deserver," commented Massimiliano Bizzi, founder of White.

There are two digital Special Projects that will go online from February 25 on the platform whiteshow.com: the first is dedicated to the theme of state-of-the-art craftsmanship, while the second is dedicated to sustainable innovation. As for the selection dedicated to state-of-the-art craftsmanship, curated by Angelo Ruggeri and Valeria Oppenheimer, presents more than 20 firms with a brand mix that ranges from apparel to footwear and jewels. These brands are very different from each other, but share the same Dna of state-of-the-art craftsmen and offer Made in Italy creations while focusing on the image of the product, as well as sustainability. The second Special Project entitled "A Good Job", which focuses on sustainability and is curated by Chiara Tronville in collaboration with Cittadellarte - Fondazione Pistoletto - presents a selection of brands that are experimenting with a range of different techniques: from recycling and upcycling, to non-polluting raw materials and above all through a path focusing on traceability and transparency.

"Exactly one year from the start of the pandemic, the whole fashion world is experimenting with ground-breaking ways to show and propose itself through the new digital formats, and, above all, thanks to innovative production modes that are increasingly focusing on the re-use and recycling of materials, to foster a circularity and sustainability culture that goes from the yarn to the finished product", explained Assessora alle Politiche per il Lavoro, Attività produttive, Moda e Design, Cristina Tajani.

The partnership with Altaroma continues - even if only in a digital version - which will be on show on White's platform with a selection of the best designers.

In addition to the B2B platform where buyers will be able to purchase the collections directly, the White website will also inaugurate a part dedicated to the "Magazine" which will gather 200 firms and the several collaborations.

For the cultural section of the project, there will be a rich calendar of webinars - live from February 25th to 28th on the website whiteshow.com - on a number of topics regarding with the SMEs, ranging from craftsmanship and sustainable innovation

The calendar of talks of this edition of White continues to explore the several aspects of sustainability in the fashion system, from the Italian craftsmanship tradition to the systemic analysis of the relationship between the textile and food sectors, down to innovative materials produced by pioneering start-ups in their quest for solutions to the present-day environmental and social issues.

Finally, the collaboration between White and the newborn Camera Showroom Milano-CSM, an association that gathers more than 30 Milanese showrooms, which together have produced a short film entitled "This is Milano" directed by MantraMezcal, Fred Cavallini & Filippo Pax, which will be broadcast during Milano Moda Donna.

Federico Poletti, White's Marketing and Communication Director, concludes: "In order to make the most and promote the DNA of our businesses, we have produced more than 150 editorial contents thanks to a team of professionals who, through photos, videos and texts, will offer us an unprecedented account of the Italian know-how panorama. Moreover, we are producing a short movie – promoted by Milano Loves Italy – which aims to launch a message of courage for Milan, the city from which, we are confident, a new renaissance will start in September."

Anna Rita Russo@modemonline