Massimiliano Bizzi, president of M.Seventy, founder and organizer of the White Milano trade show, and Fiera Milano, Italian organiser of exhibitions, trade fairs and congresses, joined forces to launch, during Milano Women's Fashion Week SS26 of September 2025: "Purple-Sign of the Times", the first B2C trade show format merging fashion and music. The event will take place from September 26 to 28, 2025, in the spaces of Fiera Milano (Rho). The synergy between these two influential players in the fashion sector is a response to the need for new approaches and new communication strategies for the fashion industry.

“I have been thinking for a long time about how much fashion needs an inclusive format, and this is the perfect moment to create an appointment open to non-experts, in a city already very receptive in terms of events with an international and democratic scope," said Massimiliano Bizzi, president of M.Seventy. "Creating a bridge between fashion and music means offering great quality experiences to the public who will recognize themselves in trends and values ​​of the artists and brands present. Purple - Sign of the Times will debut in September 2025 with its calendar in Fiera Milano, but I dream of a flourishing of events throughout the city.”

Purple-Sign of the Times will be a real trade show in which brands of more contemporary segments intersect the fan base of great DJs, singers, and bands perform, alternating for the entire duration of the show event, thanks to a structured calendar.

Access to the event will take place through the purchase of a ticket, the cost of which will be balanced to allow maximum public turnout. For the first edition, the objective is to welcome over 40 thousand visitors, thus generating significant business value for companies that will benefit from the power of the social media average. The fair will focus on emerging companies, and the team will collaborate with the multi-brand streetwear Slam Jam, the international reference point of the urban world and contemporary for years, to select the most popular brands.

From morning until late evening, the trade show will be animated by fashion names and international musical talents on the stages of the event. Italian rapper and singer Achille Lauro was elected to represent them by Warner Music Italia, one of the project's partners. Lauro is recognized as an artist who has been able to combine the world of music and fashion.

Purple-Sign of the Times will be the first event open to the public one-of-a-kind, with the ambition to become a point of reference in Europe. A revolutionary crossover, beyond fashion and music, can expand to the different worlds of lifestyle and vintage, basically everything that is trendy and that, in the long term, attracts such large attendances from translate into an important spin-off for the city of Milan.

- Purple-Sign of the Times
September 26 - 28, 2025
Fiera Milano (Rho)
Strada Statale del Sempione n. 28 - 20017

- White Milano
September 26 - 28, 2025
Tortona Fashion District
via Tortona 27-54-58 - 20144

www.whiteshow.com
www.fieramilano.it