“Restart” is the password used to open qhis new and visionary edition of Whitethe reference trade show of the Milan fashion week, a hotbed of young talents, ambitious startups and innovative projects in the field of fashion and design.
Upside Down is the title of the campaign and perfectly summarizes the philosophy behind this new concept, that is the constant search for new balances, to subvert patterns, to look at the world with different eyes as do the new generations, of which the three testimonials. Three young women, Laura Marzadorifirst violin of the Teatro alla Scala in Milan, Letizia Masini, of the dance troupe della Scala e Gala Martinuccinew face and promise of cinema, united by a vision of a future that reflects their dreams and their talents.
After two difficult years, optimism returns today, that strong and engaging feeling that Massimo Bizzipresident and founder of White, elected as the engine of a rebirth, on the notes of the payoff Sign of the times which is nothing more than the awareness of the change in society and consequently the acceptance of a new spirit of the times.
«This year the most important thing is to be there, and I add to be there with energy. We want to give a strong message to the companies we represent, of aggregation and great renewal. We want to be more current and contemporary, talk to the new generations, implement the idea of ​​a widespread fair. An event renewed in content and image, also realized thanks to the support of MAECI and ICE agency and the partnership with Confartigianato Imprese ».
A fair that winds through four locations, in addition to the iconic one, which has always been based in Superstudio Più, in via Tortona 27, is added L’Ex Ansaldo (via Tortona 54) transformed for the occasion into a typical Middle Eastern souk, dedicated to small research companies not only in fashion but also accessories, beauty and lifestyle. The real novelty in terms of spaces, but also of contents, is located at MUDEC (via Tortona 56) which will host, in addition to a selection of international brands, the Innovation Center and the Auditorium. The Visconti Pavilion (via Tortona 58), fourth and last location, is the real big news of this edition: it will welcome the project dedicated to sustainability WSM – White Sustainable Milan where green innovations in the creative and production chain of the fashion sector will be presented.
«We will represent the entire sustainable fashion supply chain between innovation, technology and digital in a tangible and multimedia path, between panels and talks. We also want it to be a cultural event, because a person only sets them free if you inform them. I see sustainability at 360 degrees, not only in terms of materials, it would be an understatement, which is why I love to talk about transition towards sustainability. The small and medium-sized enterprises of our country are already half sustainable. But the path is still long and our entire sector has a duty to inform and inform about what more can be done in this field ».
Source: Vanity Fair
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