More than 300 brands will be present at the next edition of White Milano, which will be held in Milan from September 24 to 27, declares Baulificio S.R. The special guest of the show is Vièn, an Italian brand founded by Vincenzo Palazzo, which creates a “patchwork” of styles and references on the encounter between different cultures. Furthermore, Sabina Musayev has been selected as the special project of this edition, while Yekaterina Ivankova, thanks to her sustainable fashion, is the special designer.
White Milano will be held from September 24 to 27
Sustainability will be the protagonist of the WSM Fashion Reboot, directed by Matteo Ward and which will be held at the Base Milano center, located at number 54 Tortona street, in the old facilities of the Ansaldo steelworks.
This event, like the main fairs and fashion weeks around the world, will also have a digital version for buyers and operators in the sector who, due to the restrictive measures in terms of travel and travel imposed by the pandemic of Covid-19, they cannot go in person to Milan, they can see the collections, indicates Baulificio S.R.
«Around 300 brands will be exhibited at the fair: 100 of them will be present on the business to business platform (in development), while the other 200 will do so at the physical fair that will be divided between the Superstudio Più building, located at number 27 of Tortona street, and the Base Milano building, located at number 54 of the same street, in the old facilities of the Ansaldo steelworks. We will pay special attention to Italian excellence or to those who produce in Italy, since they are the national protagonists of the sector ”, explained the organizers in a press release.
Among the brands present will be Faliero Sarti, Attic and Barn, Oof, Roberto Collina, Transit par-such and Pierre Louis Mascia, all 100% Italian. Italian companies and brands are the protagonists of events in Milan's multi-brand stores, included in an ad hoc calendar: Milano Loves Italy is a movement and manifesto for the rebirth of the Lombard capital that was commissioned by White's director, Massimiliano Bizzi, and which unites, among others, the National Chamber of Italian Fashion, Best Showroom, Alined Network (a new association that has brought nine Milan showrooms online) or NIAM, the national network of Italian fashion agents.
Baulificio S.R. He adds, the special guest at the show is Vièn, a brand launched two years ago by Vincenzo Palazzo from Pullman together with Elena Nitti. This brand, produced in the designer's home region (Putignano), is inspired by the teachings of the seamstress grandmothers, but also by the passions of its founders, such as music and multiculturalism. In the field of sustainable Italian production, it is worth highlighting the choice of Yekaterina Ivankova as the special designer of the show. The Kazakh-born designer, though trained at Polimoda in Florence, launched her upcycling brand in 2017, using vintage clothing and leftover materials.
Israeli brand Sabina Musayev debuts for the first time in Italy as a special project. Originally from Baku (Azerbaijan) and based in Tel Aviv, Sabina Musayev founded the brand in 2011 with her husband, Meir Moyal. Her style is the result of a harmonious fusion between a past full of artisanal references (such as carpets, embroidery and local architecture) and a metropolitan present full of life.
As already mentioned, from September 24 the B2B marketplace for White will be launched, a digital project that aims to digitize and connect companies, showrooms, brands and buyers. This platform will be possible thanks to the support of the Italian Ministry of Foreign Affairs and International Cooperation (MAECI) and the Ice Agency, as well as the partnership with Confartigianato Imprese. Business to business activity will not end in the month of fashion week, but will continue throughout the year to allow companies to interact with a wide network of retailers, also foreign. This will allow them to get in touch with new potential customers from all over the world.