WSM (White Sustainable Milano) was held in Italy on January 11 and 12, 2020. The new show attracted more than 4,000 visitors, including industry insiders and end consumers–especially young people. The event presented 80 brands, 20 start-ups and 10 workshops. White presented the first show that helps understand what the market of sustainability can offer. It generated an effective networking among companies, designers, raw material and service providers. The project is bold and aims at becoming a reference point for big companies willing to launch their sustainable capsules. On display was a vast selection of raw material manufacturers, brands, workshops and initiatives. Fabric and fiber manufacturers included Berto, Candiani Denim, Cotonificio Albini, Orange Fiber and Tencel. Noteworthy were collections by Blue of A Kind, Boyish Jeans, Haikure, Juan Carlos Gordillo and Insane in the Rain. Salvatore Ferragamo presented some precious models from the historic maison's archives, unique shoes in fish skin, raffia and other natural materials.

The show also hosted chemical manufacturers using less hazardous substances. These included Officina+39. This Italian company presented its Trustainable selection of products such as Novastone Nebu, an enzyme used for nebulized systems, and Remover In/J-N, an aging technique for denim that avoids the use of potassium permanganate and other less impactful substances.