The SIGN OF THE TIMES edition of WHITE Milano took place from 23 to 26 September, under the artistic direction of Massimiliano Bizzi and Beppe Angiolini, which marked an important change in the strategy and communication of the exhibition dedicated to contemporary fashion & research, patronised by the Municipality of Milan, and created with the support of MAECI and ICE-Agenzia in partnership with Confartigianato Imprese.
Over 13,000 visitors, 85% of which just buyers, crowded the two locations of Tortona 27 and 54, with an important qualified participation of foreign buyers also from non-European countries, with names such as Lane Crawford (Miami, Los Angeles), The Webster Miami, Al Tayer Group, matchesfashion.com, Voo Berlin, Majid Al Futtaim (United Arab Emirates and Cairo), Galeries LaFayette (UAE) Apropos Koeln (Hamburg), Solis Lyon.
The highlight of the event was the unexpected performance of the Italian singer-songwriter MADAME, who interpreted an unreleased version of Prince’s Sign o’ the Times, a song chosen as the theme and inspiration for this edition. Also important was the presence of the institutions that visited the event, including Gilberto Pichetto Fratin, Vice-Minister of the Ministry of Economic Development, and Ivan Scalfarotto – Under-Secretary of State at the Ministry of the Interior.
As always, the event was ‘ignited’ by numerous collateral events with international partners such as the British Fashion Council, The Face Magazine and Vogue Italia, which organised the Future Fashion Innovation event, just to name a few.
“We do not want to simply talk about restarting and creating a system, but about the willingness to DO and ACT, giving voice and visibility to both established brands and young people, providing concrete tools to connect them to the business” – commented Massimiliano Bizzi, founder of WHITE.