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White Milano to be held as a physical trade show


The Milanese contemporary fashion trade show White will take place as a physical edition for the first time since the start of the pandemic. The show will take place September 23-26, 2021 in the Tortona area.

As per a Spin Off report, the show will host 290 exhibitors and will be set in an entirely renovated layout, according to a concept that aims to offer special content, entertainment and education. It will feature 18 events, including talks and meetings that will involve key personalities of the Made in Italy fashion scene.

Among the special projects on this edition there will be Secret Rooms, an initiative devised by White’s Bizzi and Beppe Angiolini, owner Sugar stores and counselor, Camera Buyer Italia.

Seven Italian brands will talk about seven inspiring values they consider important to ignite the restart of the fashion system to regain the new generations’ attention.

As part of this initiative, Bizzi and Angiolini, in collaboration with architecture studio Dimorestudio, have created seven emotional rooms presenting the seven founding values. The participating brands of the project are Kiton, Massimo Alba, Aspesi, Incotex, Tagliatore, Finamore and Borsalino and have also interpreted seven of the most important men’s wardrobe pieces to be worn by women underlining how men’s and women’s wardrobes are increasingly interchangeable.