The new appointment of White Milano, entitled "An Eye on the future", will run from Sept. 22 to 25, 2022 in Zona Tortona presenting special projects, new international brands artistic initiatives and 400 exhibiting brands spread over 19,850 sq. meters in five locations.
Sustainable fashion will be the recurrent theme of the event.
After its debut last February, the WSM (White Sustainable Milano) section at the Visconti Pavilion in via Tortona 58 will grow in terms of exhibitors and thematic areas. WSM is developed in synergy with Giusy Bettoni, founder and ceo of c.l.a.s.s. and carries as its subtitle "Unveiling the Fashion Backstage". The format that promotes the production chain related to materials, technologies, the zero waste production, customization and treatments that are increasingly less impactful on the environment, returns in an immersive and experiential version aimed at better involvement of industry players and the end consumer.
Among the participating companies of this section of the show there will be Dyloan, one of the leaders in innovative technologies and solutions for the fashion world according to principles of sustainability and transparency; Relivetex By Maeba International, pioneer of the circular economy; Fulgar, an international leader in the market of "man-made" fibers, entirely Made in Italy based on the production of sustainable and responsible fibers; Tencel, leading manufacturer of cellulose fiber of vegetable origin; YKK, the global closure specialist that has developed its "YKK Sustainable Vision 2050" by setting clear goals in climate change, protection of water resources and materials, management of chemical agents and respect for people; Mirta, the digital showroom with the mission of connecting high-end contemporary brands to international buyers and opening, with a simple click, new markets for fashion companies that intend to digitize themselves.
Another key initiative of this edition will be Circular Stage with a program of talks focusing on important topics such as digital passport, greenwashing, materials and technologies innovations, regenerative agriculture and new frontiers of retail. Speakers will include Maxine Bédat, critic, entrepreneur and esteemed activist and author of "Unrevealed. The Dark Side of Fashion"; Javier Goyeneche, president and founder, Ecoalf; Dounia Wone, chief sustainability & inclusion officer, Vestiaire Collective; Emma Slade Edmondson English Influencer and ceo of Ese Consultancy; Stefania Ricci, director, Salvatore Ferragamo Museum; Julian Lings, senior sustainability manager, The North Face, VF Outdoor; Pier Giulio Lanza Founder and ceo of DartMilano srl, Museum of Dynamic Art at the Museo della Permanente in Milan.
White enriches its path with special areas dedicated to brands defined by a strong brand identity such as Swarovski, Simon Cracker, Avant Toi, Maria Calderara, Sophie D’Hoore, Stefano Mortari and Pierre Mantoux presenting the capsule by Carine Roitfeld.
Rainbowave, showroom based in London and New York, brings the Ancient Greek Sandals and Piume Studio brands to its dedicated area.
White Suk is another new area characterized by the strong appeal commercial whose layout is inspired by a souk Middle East that will feature a selection of brands with strong heritage craftsmanship including: Ibeliv, Asami Studio, Mayroway, Stma Stefania Marra, Daria Pacelli, Spektre, Karima One Of A Kind, Noa Schali, Tarea Studio, Aethernal.
White Milano
September 22 to 25, 2022
Tortona District
via Tortona 27/54
20144 Milano
More on Modemonline:
White Milano to be held from September 22 to 25, 2022
White Milano: focus on new initiatives of the next edition
Photo: White Milano September 2022 campaign «just like the nature". Courtesy of White
