White Milano to Streamline Trade Shows, Retool in 2022


MILAN — “Sign of the Times” is the tagline that ready-to-wear and equipment trade show White Milano has used to unveil its new course: streamlined, experiential and geared toward supporting the Italian vogue sector and the town of Milan by means of collaborations and joint efforts with different key gamers.

“The pandemic has forced us to change. Now the question is, how do we change? We could have slowed down for fear [of the economic instabilities] or press on and keep investing, confident that the emergency can create new opportunities,” mentioned Massimiliano Bizzi, president of White Milano, throughout a press convention Tuesday.

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In 2022, marking its twentieth anniversary, the trade show operator will streamline its occasion by internet hosting solely two gala’s a yr, as an alternative of the earlier 4, taking place concurrently with girls’s vogue weeks in February and September. The upcoming version will run Feb. 24 to 27.

As anticipated by the corporate administration in an interview with WWD last June, in February the commerce present will take over two further areas in the Tortona Design District, the MUDEC museum and the Padiglione Visconti, including round 193,750 sq. ft of exhibition house.

More house, in White Milano’s view, means extra alternatives to diversify the providing and supply patrons and attendees with experiential and fascinating codecs.

Case in level: Each of the 4 areas may have themed settings nodding to their choice and model combine. The White Circle Room house will probably be geared toward spotlighting circularity and moral vogue; the White Cube room will probably be devoted to new-gen footwear manufacturers; the Ex Ansaldo venue will probably be remodeled right into a Suk to spotlight smaller vogue, magnificence and way of life firms, and the MUDEC house will host a handful of modern and community-driven manufacturers flanked by music happenings and performances concentrating on the youthful crowd.


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The WSM format, historically held throughout Milan Men’s Fashion Week and devoted to sustainability, will probably be moved to the ladies’s season, in an try to capitalize on the variety of patrons and vogue folks in city. It is estimated that every girls’s vogue week attracts round 25,000 vogue operators to Milan.

Housed contained in the 12,900-square-foot Padiglione Visconti, the truthful will broaden its focus to embody materials suppliers, chemical firms and expertise enablers, in addition to manufacturers, in order to “highlight the sustainable and digital transition that companies across the fashion supply chain are undergoing,” Brenda Bellei, White Milano’s chief government officer, mentioned.

An amphitheater house will host talks, workshops and academic initiatives open to the general public on the round and inexperienced economic system. “We’re committed to keep offering buyer-oriented deep-dives into innovation, in fashion and elsewhere, which can attract a global audience,” Bellei defined.


White Milano has at all times prided itself on being a bridge between the quite a few Italian small and medium-sized vogue enterprises and worldwide markets and patrons. For 2022 the truthful has renewed its hyperlink with the Camera della Moda, the not too long ago established group Camera Showroom Milano and Confartigianato Imprese, which in accordance to Bizzi will assure that the town’s vogue showcases entice 1,200 worldwide patrons all year long.

In retaining with White Milano’s dedication to contain Milan residents in native vogue occasions, alongside the identical traces of the Salone del Mobile present and associated design week, the Milano Loves Italy undertaking will return in February by way of tie-ups with native showrooms and shops providing their areas to showcase manufacturers displayed on the commerce present.

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