White is back with over 200 brands

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On the occasion of the next Fashion Week, from 25 to 28 February, WHITE presents the new digital format with over 200 leading brands on the WHITE platform and the B2B marketplace.

A “digital only” project to promote SMEs, realized thanks to the support of MAECI and ICE-Agenzia and the partnership with Confartigianato Imprese and the support of the Municipality of Milan.

The format, which also includes a series of “Special Areas”, aims to communicate the world of small and medium-sized enterprises with a storytelling capable of involving professionals and the final public.

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Among the “Special Areas”, the one dedicated to sustainability stands out, curated by Chiara Tronville in collaboration with Cittadellarte – Fondazione Pistoletto, on which WHITE was a precursor with the WSM format; sees a selection of brands that experiment with different techniques, from recycling and upcycling processes, to processing with less polluting raw materials to reduce the environmental impact, and above all with a careful path to traceability and transparency.

Another important area is dedicated to the theme of advanced craftsmanship – curated by Angelo Ruggeri and Valeria Oppenheimer – in which over 30 companies are protagonists, to tell the work of modern makers, who combine image and product.

Uniqueness and attention to detail characterize all the products created by the selected brands, which have been able to preserve an artisan dimension by associating it with an avant-garde way of designing: each object through the materials and its finishes tells a precise story that involves the consumer and makes him feel unique and special.

The collaboration with Altaroma also continues – even if only in digital version – which will be on show on the WHITE platform with a selection of the best designers.

An important part of the project is the match making between the companies presented and the buyers who, accompanied on the online platform to view the collections of the companies, will be able to set their appointments in real time to see the collections live.

Also scheduled are 12 live webinars on the whiteshow.com website that will address issues useful to SMEs, ranging from craftsmanship to sustainable innovation.

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