The WHITE show is back in Milan with over 200 brands presented on the trade fair's online platform and the inspiration-packed B2B marketplace.
This edition aims to find strategies and opportunities to promote the excellence of small and medium-sized fashion businesses which represent more than 90% of the Italian industrial system. Niche enterprises that prioritise research and quality but are penalised by the lack of high-profile status that they deserve.
Three online rooms dedicated to sustainability, advanced craftsmanship and a joint project with Altaroma.
Amongst the many ‘Special Projects’ one really stands out: the collaboration with Cittadellarte - Fondazione Pistoletto on sustainability, curated by Chiara Tronville, whereby a selection of brands experiment with different techniques, from recycling and upcycling, processing with less polluting raw materials to reduce the environmental impact and, above all, operating with traceability and transparency.
Another important project is that dedicated to the theme of advanced craftsmanship - curated by Angelo Ruggeri and Valeria Oppenheimer - featuring over 30 companies to narrate the work of modern makers who overlap image and product. True uniqueness and meticulous attention to detail characterize all the products created by the selected brands which have endeavoured to preserve an artisan dimension merged with an avant-garde design ethic: each object tells a particular story, through the materials and its finishes, that embraces the consumers and makes them feel unique and special.
The collaboration with Altaroma showcase also continues this season - albeit in digital version - and will be on show on the WHITE platform with a selection of the best designers.
An important part of the project is to match up the companies exhibiting with the visiting buyers who, accompanied on the online platform to view the collections, will be able to fix their appointments in real time to see the ranges live.
Also scheduled are 12 live webinars on the sito that will address issues particularly relevant to SMEs, such as craftsmanship and sustainable innovation.