White, and “the importance of creating a system in fashion”

White, the container of research brands Milanese returns, like every season, during Fashion Week, from 24 to 27 February 2022. And this time it does so with lots of news and an all-female campaign. The next edition, for example, will see the fair a united for the first time CNMI, National Chamber of Italian Fashion, it’s at CSM, Camera Showroom Milan, with the common goal of increasing the number of international buyers in Milan (an incoming of 1200 foreign buyers is expected) and making these events an all-Italian fashion Expo.

“A great example of how important it is to create a system, in the post-pandemic period in which Italy, with Milan at the center, has proven to be the catalyst for a rebirth of the international market” he declared Massimiliano Bizzi, President and Founder of White.
An ambition also supported by the new total exhibition area: 18,000 square meters to present its renowned selection of research brands in the fashion sector to buyers from all over the world.

In fact, there will be four locations that will host the immersive experience of White, starting with the historical one Superstudio Più, in via Tortona 27, in which a creative project will be developed characterized by different spatial concepts dedicated to several product categories. Here they will come to life WHITE Circle Room, where fashion and design will dialogue through unexpected codes, and the WHITE Cube dedicated to research footwear and new generation brands. Me too’Ex Ansaldo, in via Tortona 54, will change its look and become a sort of Middle Eastern souk, where small fashion, accessories, lifestyle and beauty companies will be hosted.

To these spaces will be added those of MUDEC, the Museum of Cultures in via Tortona 56, and the Visconti Pavilion, which will welcome WSM- White Sustainable Milano, the sustainability and technological innovation project that becomes an integral part of the event and turns into the first event focused at 360 degrees on the creative and production chain of fashion, the protagonist of a concrete ecological and digital transition.

In support of these great news there is also a campaign entitled Upside Down to tell, visually, the spirit and mission of White. At the center is the point of view of the new generations who, with their courage, are overturning stylistic codes that are no longer in line with new needs and are working to build a different, more equitable and sustainable world.

Faces of the campaign three young women who have distinguished themselves, despite their young age, in various fields. Let’s start with Laura Marzadori, First Violin of the Teatro alla Scala in Milan, who gained the attention of the public and critics at a very young age, winning important awards in Italian and international competitions at the age of 16.

But he is not the only talent of the Teatro alla Scala in Milan, with her too Letizia Masini, very young promise of dance from the Milanese Academy.

And then Gala Martinucci, new face of Italian cinema with 11.7 thousand followers on Instagram.

And now, we just have to wait for the appointment, from 24 to 27 February 2022, with the fair of the future and of the new generations: the White.

Other stories of Vanity Fair that may interest you:

– Laura Marzadori: “Being a woman, without fear of the judgment of others”
– Women entrepreneurs: the made in Italy brands born with the lockdown
– First at La Scala, all the looks of the guests of the grand evening