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White Milano embraces ‘phygital’ format for September show


White Milano is embracing a phygital format for its September show that aims to shine a light especially on Italian fashion businesses. Planned between September 24-27 in Milan’s Tortona district the fair will combine the White Milano trade show with the WSM Fashion Reboot event dedicated to sustainability – originally scheduled for June and then postponed due to the pandemic.

The trade show organizer sealed a partnership with Best Showroom, a new network of 50 Italian showrooms to install the ‘Milano Loves Italy’ project aimed at supporting local small-and-medium sized enterprises and brands, in response to the disruptions caused by COVID-19.

The show format will encompass a range of physical and digital presentations spotlighting local and international fashion companies with a focus on Italian firms. Both White Milano and Best Showroom will debut their business-to-business digital platforms offering buyers a chance to review and purchase the collections also remotely. Best Showroom’s digital showcase is called Showbox WX and was developed by Italy’s tech specialist WX Italia.