MAGAZINE December 14th, 2021

WHITE comes back in February with an even bigger edition full of newness

WHITE | Sign Of The Times comes back in February with a vision even more structured, inside the traditional locations: Superstudio Più and Ex Ansaldo, plus two brand new destinations in the Tortona Fashion District.
An area of 18000 square meters, for a total of 400 exhibitors, divided into four locations for an immersive experience where White offers attractive contents, niche brands, "community driven" trends, design settings made to emphasize the different product categories in a coherent and innovative aesthetic dimension.

The iconic location of Superstudio Più, in via Tortona 27, where visitors are involved in a Circle Room: an immersive experience, through a circular path, both physical and cognitive, and in the WHITE Cube, a space with a strong design trait dedicated to footwear and to new-generation brands, interpreters of an independent creative philosophy. 
The Ex Ansaldo, in via Tortona 54, changes its look. Light and mirror effects, a black and white atmosphere contrasting the warm and welcoming atmosphere of a scenographic set reproducing a typical Middle Eastern SuK to present small niche companies in fashion but also in accessories, lifestyle and beauty. Fort the first time, the Visconti Pavilion becomes part of the White format, welcoming in its multifunctional space of 1200 square meters, in via Tortona 58, WSM - White Sustainable Milano, the project of sustainability and technological innovation as an integral part of the event and turns into the first event focused at 360 degrees on the creative and productive chain of fashion, protagonist of a concrete ecological and digital transition. 
The exhibiting space at MUDEC, (Museum of Cultures) in via Tortona 56, is the second major novelty of WHITE and will host inside the Auditorium and the Innovation Center, a selection of latest-generation, community-driven international brands with strong creative depth, capable of intercepting new trends.

A highly impactful campaign entitled Upside Down that captures the spirit of WHITE's mission to overturn rules, focusing on the values of research, change and sustainability, always part of its world. Upside Down focuses on the point of view of new generations, their courage in overturning the style codes that are no longer in line with the new needs, changing the balance and building a different, fairer and more sustainable world. Campaign's testimonials are three young representatives of free thinking and culture: Laura Marzadori, Principal Violin of Milan's La Scala Theatre, Letizia Masini, a young talent from the ballet company of La Scala Theatre in Milan, and Gala Martinucci, a new and fascinating face of Italian cinema and fashion.  

 

 

OTHER ARTICLES

SHAFT JEANS Interview
Discover more →

  "Shaft Jeans was founded in 1968 by Monsieur Shafir, a French man who had moved to Italy for love. Then, more than ten years ago, it was taken over by my mother. She has always worked at the highest levels in the ...

See more →
NI-DO Interview
Discover more →

  Born in 2018 from the creative union of Nicola and Domiziana, partners in life and at work, NI-DO is the Made in Italy brand that offers designer bags crafted in small artisan workshops. On an aesthetic level, the...

See more →
TRANSIT Interview
Discover more →

  The Transit brand, founded by Matteo Cozza, produces pure Made in Italy products, at times artisanal, without typical Italian "branding ". “The distribution of the product is aimed at selected multi-brand stores...

See more →
OCTOGONY Interview
Discover more →

  The brand Octogony was launched in February 2021 by the Creative Director Charbel Abou Zeidan as a response to our desire to create a new segment in leather goods, situated in that perfect spot between luxury and affor...

See more →
PARIDE PARRUCCHE Galleria&Friends
Discover more →

  Since 1937 for every year the art of being well women.  Real and Italian hair for an art of "postiche" that aims for excellence thanks to the passionate work of five women. Paride Barbieri, after having had great s...

See more →
AIM/HANDMADE IN ITALY Interview
Discover more →

  Anna Maria is an accessory designer and consults around the world, mainly in New York. She has always had in mind to make her collection of bags, but he never finds the right time. It happens by chance: at the mar...

See more →
Focus on Pin Up Stars
Discover more →

Jerry Tommolini: the designer who revolutionized Made In Italy beachwear

See more →
BAZAR DELUXE Interview
Discover more →

  Bazar Deluxe is not only a spirited and eclectic brand: it is a journey to unpredictable destinations and cultures, the style of a woman who loves to be comfortable but at the same time elegant and the center of a...

See more →