October 10, 2021: After the stalemate of fashion weeks in recent seasons, the event was able to connect the city thanks to a program particularly rich in content, happenings, talks, installations happening in Tortona Fashion District and across the whole city with over 30 activations of Milano Loves Italy. The highlight of WHITE Show was the unexpected performance of the Italian singer-songwriter MADAME, who interpreted a brand new version of Sign o' the Times by Prince, the song chosen as the theme and inspiration for this edition.
The edition SIGN OF THE TIMES of WHITE Milano, under the artistic direction of Massimiliano Bizzi and Beppe Angiolini, has come to a close. It marked an important change in the strategy and communication of the exhibition, sponsored by the Municipality of Milan, an event also made possible thanks to the support of MAECI and ICE-Agenzia and the partnership with Confartigianato Imprese. It counts over 13,000 visitors, 85% of whom were buyers, who were able to appreciate the research and quality of the brand mix presented in the two locations Tortona 27 and 54. Foreigners returned to the fair with qualified and relevant attendance, even 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, just to name a few.
Massimiliano Bizzi, founder of WHITE, comments: 'The unexpected and particularly positive results of this edition reward the quality of the work and the new strategy put in place and I am proud of the connection with Milan, a city that has proved to be strong and responsive. What I planned more than a year ago – putting together fashion system players to dialogue and network - is finally taking shape. We don't simply want to talk about restarting and working together, but we stress the will of DOING, and TAKING ACTION, giving voice and visibility to both established and young brands, providing concrete tools to connect them to the business”.
The 7 events organized by WHITE in Tortona 27 and 54 fueled this edition with a positive energy with international partners such as British Fashion Council, The Face
Magazine and Vogue Italia with the Future Fashion Innovation event, just to name a few.
The highlight of this edition was the performance by MADAME, the female revelation of Italian rap - with a personal unplugged interpretation of Prince's Sign o' the Times, which underlined the thought of freedom and renewal on which the new concept of the Show is rooted. MADAME was chosen precisely for her ability to speak to the new generations and to embody the true symbol today's society changes. It is no coincidence that the singer chose to wear a contemporary maker as DADAMAX, which customizes and reworks with embroidery vintage jackets that become true unique pieces. Always in support of Italian companies, the project with the 7 Secret Rooms curated by DIMORESTUDIO with Kiton, Massimo Alba, Aspesi, Incotex, Tagliatore, Finamore and Borsalino - who chose to represent the 7 values, through 7 shades of white, bearers of a new path of fashion, inclusive and guided by a new design in which brands have interpreted the female universe with the most identifiable pieces of the male wardrobe.
A relevant presence of Institutions, who visited the event including Gilberto Pichetto Fratin, Deputy Minister at the Ministry of Economic Development, Ivan Scalfarotto - Undersecretary of State at the Ministry of Interior, Carlo Maria Ferro, President ICE-Agenzia, Fabio Pietrella - President Confartigianato Moda, Giovanni Barzaghi, President of APA Confartigianato Imprese Milano, Monza and Brianza, the Honorable Giorgia Meloni - Fratelli D'Italia, Cristina Tajani - Assessore Moda Comune Milano, Mario Boselli - Honorary President Camera Nazionale Della Moda, Giacomo Santucci, President of Camera Buyer Italia, Gigliola Maule - President CSM- Camera Showroom Milano