The new edition of White Milano, supported by the Municipality of Milan, the European buy now, pay later provider Scalapay, Confartigianato Imprese Moda, Csm-camera showroom Milano and Cnmi-National chamber of Italian fashion, returns with a physical format taking place from September 22 to 25, 2022. The fair for contemporary fashion, which celebrates its 20th anniversary, will have a special space dedicated to sustainability and young talents.

White Milano once again confirms the Sign of the times mission through the involvement of new designers for the creation of a communication campaign aimed to highlight the beauty and aesthetic values. The title of the upcoming edition, Sign of the times, takes its name from the book by Nicolò Di Leo Lanza "Just like the nature does". The writer, together with Tommaso Bruti Liberati and Roberto Bernasconi, made his debut in the international exhibition at the Permanent Museum, with Green light project, an ecological Not project that combines digital art with the theme of sustainability. The Green Light team will sign the entire campaign for the September edition. The initiatives of Milan Loves Italy, the format launched in March 2020 to restore vigor to the city first affected by this pandemic will also continue as part of White Milano. In-store events will be held in various points of the city that will involve both professionals and the target audience to give life to moments of aggregation and experiences related to research fashion and sustainable production processes recounted through interactive workshops.

"September is a very important appointment for us, which we focus to grow with a constructive look and uncompetitive," said Massimiliano Bizzi, president and founder of White. "I feel that this historical moment requires several strategies to meet the needs of the companies in difficulty due to the pandemic and international tension. For this reason, I participate actively in the work to bring our format to international markets for their economic interest as soon as possible."

White Milano
September 22 to 25, 2022
Tortona District
via Tortona 27/54
20144 Milano

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Photo: the White campaign «just like the nature". Courtesy of White