A Launch Pad
White Milano supports the new generations, enhancing the value of Made in Italy and promoting sustainability.
Since its inception, White Milano has supported the new generations and independent brands with special projects and dedicated areas within its trade shows. Founded by Massimiliano Bizzi and Brenda Bellei in 2000, White Milano manages to combine a talent for scouting with enhancing the value of Made in Italy and the promotion of sustainability, used as a lever to trigger a real change starting from the textile supply chain and reaching all the way to the end consumer. The focus on responsible fashion, which White pioneered, is achieved above all through the WSM Fashion Reboot event, held every year in January and June. The brands selected to take part in this format experiment with recycling and upcycling processes, with less polluting raw materials and with fully traceable and transparent supply chains. White Milano, whose next edition is scheduled to be held online from 25 to 28 February, also promotes advanced craft skills, in which tradition coexists with modernity in the work of makers capable of combining image and product. Their creations are not only more sustainable than those found in large retailers, but they also have a strong appeal by their combination of heritage and innovation. The trade fair – supported by MISE, MAECI and ICE - Agenzia – is held in partnership with Confartigianato and has the patronage of the Municipality of Milan. It aims to act as an accelerator and a launch pad for both Italian and international SMEs. Recently a digital section has been added to the physical trade show: the White B2B Marketplace, which brings together and gives a voice to different players in the sector with the purpose of developing new business opportunities. Finally, White has launched Milano Loves Italy, an initiative inviting all Italian entrepreneurs to join forces and favour the relaunching of the Lombard city and Fashion Week.