New exhibition format in-presence

Tortona 27|Superstudio Tortona 54| Base Milano, Ex Ansaldo

Once again White, the contemporary fashion salone, will be the protagonist of the fabulous upcoming fashion week; for this September edition it will present projects that focus on sustainability and will actively promote numerous small artisan enterprises.

For September WHITE presents SIGN OF THE TIMES, a new campaign that marks an important and innovative change in exhibition formats.



Four promising young stars of Italian cinema for the WHITE campaign

Change, inclusion, sustainability and sharing

For the first time ever the WHITE photo and video campaign will feature four talented up-and-coming stars of Italian cinema.

Matilde Gioli, Ludovica Bizzaglia, Laura Adriani and Federico Cesari, four young performers, the faces of the new generation of Italian cinema who are emblematic of the message of these times, in which change and inclusion are of truly fundamental importance.


SIGN OF THE TIMES expresses how imperative it is to be able to read and interpret the changes in the fashion system today, looking ahead to a new era which affirms the all-important message of inclusion, sustainability and sharing, synonymous with the work of the four talented actors who flag up these issues in the world of cinema.

It also means innovation, creating a system for Milan by embracing big-heartedness, a collective way to recreate new business with a view to overcoming individualistic logic and building synergies with all the players in the system.

The new exhibition format

A fast and intuitive way to meet different enterprises

WHITE presents a totally new exhibition format, open to all showrooms in Milan, with special; communal spaces where they can present their most representative brands collectively.

Buyers will be able to get info on the brands represented in the WHITE showrooms and obtain further information via video or QR codes, by connecting to the web channels and then moving from the salone to the showrooms thanks to a dedicated courtesy car service.

The same concept will also be applied to the monobrand showrooms, which will have the chance to be represented thanks to a new exhibition project (work in progress) which is coherent with their image and enables them to connect to a central location.


The Brands

A great line-up of names

Amongst those present at WHITE: Acchitto / Anita Bilardi / Arcadia / Avec Le Vent / Caliban / Caterina Zulian / Chie Mihara / Cotazur / Dadamax / De Siena Shoes / Duarte / Emanuele Maffeis dal 1958 / Es’Givien / Faliero Sarti / Gavazzeni / Gazel / Grevi / PDR Phisique Du Role / Pe De Chumbo / Peech / Poupette St. Barth / Principessa Glam / QMan / Quarzovivo / Radà / Rafaello Bettini / Robert Friedman / Roberto Collina / Roberto Di Stefano / Sandro Vicari / Shaft Jeans / Skin Of Nature / T-Coat / The Extreme Collection / Unique Unconventional Details / Lavi / Maiorano / Maurizio Massimino / Moa Concept / Mustè Studios / Nanni / Ni-Do / Niù / Yatay / Zen Ethic / Zilla


Seven Italian brands of excellence narrate 7 inspirational values, a reboot of the fashion system that connects with the new generations.

Brainchild of Massimiliano Bizzi and Beppe Angiolini, 7 emotional rooms will narrate WHITE’s  7 identifying values, presented in an entirely new concept that will be revealed only on the day of the inauguration.

Kiton, Massimo Alba, Aspesi, Incotex, Tagliatore, Finamore and Borsalino are the protagonists of this innovative special project which looks to the future with a revolutionary language, interpreting the female universe with the most identifiable pieces of the male wardrobe.

SWAROVSKI WANDERLAB - The ‘Crystal lifestyle’

Swarovski will participate in White to debut its entirely revamped brand identity and innovative jewellery collections. A special area with a cross-contamination of globally-relevant niche brands.

The new Swarovski collections by creative director Giovanna Engelbert explore the essential geometries of the crystal, inspired by Daniel Swarovski’s first designs, to arrive at an absolutely new creative dimension, a place where science and magic meet in the dawn of a new era.


Eleven internationally influential brands of excellence, from the British Fashion Council, will debut on the WHITE innovative platform where the strength of London’s fashion community is showcased at the heart of the Italian Fashion District in Milan, the style capital in the world: 

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