Institutional portal - Municipality of Milan

Milan, June 15 2021 – In occasione della prossima fashion week dedicata all’uomo, torna WSM Fashion Reboot, format di WHITE sull’innovazione sostenibile, che per questa edizione sperimenta un nuovo modalità 70% digitale e 30% fisico.

More than 50 collections are scheduled as well as workshops and talks, and numerous digital contents and insights on the WSM-WHITE website. Many men's and gender fluid collections that are characterized by their DNA in balance between craftsmanship and sustainability.

To illustrate the WHITE calendar, for the June and September collections, Massimiliano Bizzi founder of WHITE with the councilor for Employment Policies, Productive Activities and Commerce, Fashion and Design Cristina Tajani.

"WHITE's commitment to once again be the protagonist of the upcoming June and September fashion weeks, with projects that focus on sustainability and the promotion of many small artisan realities - comments the councilor Cristina Tajani - demonstrates how it is it is essential for the entire sector to invest in the renewal of expressive languages, digital in primis, but even more to enhance the manual skill and great craftsmanship of many small realities, which make Made In Italy unique".

“Siamo ottimisti che per Milano Moda Donna di settembre riprenderà il flusso di addetti ai lavori, grazie ai diversi eventi “fisici” già programmati, alla voglia di tornare in presenza, complice la campagna vaccinale - aggiunge Massimiliano Bizzi, founder di WHITE -. Si prospetta che a settembre anche l’estero riprenda a viaggiare e non rinunci all’appuntamento di Milano. Oggi è davvero obbligatorio fare networking, dando logistica alla città per collegare gli attori della fashion week. Noi lo proponiamo da anni con il progetto showroom connection, che mette in collegamento la fiera con le showroom, ma oggi i tempi sono maturi e grazie alla tecnologia si può fare anche un passo ulteriore, per rendere fruibile la ricerca delle showroom, razionalizzando il tempo e gli appuntamenti dei buyer. Questo è un progetto su cui stiamo lavorando anche per mettere a frutto la forza degli operatori e riportare a Milano gli oltre 26.000 addetti ai lavori che visitavano il salone pre-covid”.

WHITE will host a series of companies and brands that represent the new frontier of modern craftsmanship in which production techniques and the handmade are important, revisited with new technologies or with a more modern approach to the product and image, without neglecting the aspect of sustainability.

The project proposed by WHITE is realized thanks to the support of MAECI and Ice-Agenzia, the Municipality of Milan and the partnership with Confartigianato Imprese. Artistic director of WSM is Matteo Ward, who, together with the WHITE team, developed the strategic concept of this edition, the image and the selection of brands.

The heart of this WSM will be the Fondazione Sozzani Tazzoli Milano location (Via Enrico Tazzoli 3) where SUSTAINABLE EVOLUTION will be presented from 19 to 21 June, a project in collaboration with the Camera Nazionale della Moda Italiana, which together with WHITE concretely supports the new generations of creatives. WHITE will not only activate a donation to the Camera Moda Fashion Trust, but will also promote a dedicated event in the spaces of the Sozzani Tazzoli Milan Foundation with 10 Italian and international designers.

The calendar of talks and workshops includes a series of appointments dedicated to reinforcing the themes tackled by the designers in this edition with a particular focus on the theme of the circular economy, up-cycling and the value of traceable and responsible supply chains. Therefore, between 19-21 June, in the setting of the Sozzani Foundation in Via Tazzoli and with digital live streaming, the workshops of Nicoló Puccini come to life, in order to learn how to transform one's jeans into original summer shorts, by the start-up Revibe, multi -brand store entirely dedicated to brands that have upcycling in their DNA, which will stage some of its Italian designers such as Bennu, Giglio Tigrato and Italia 90. And finally a unique workshop, dedicated to the technique of printing on fabric with elements natural, edited by the expert and academic professor Evelina Marconi.

Importante novità dell’edizione di WSM - giugno 2021 è il progetto MILANO LOVES ITALY for WSM, che coinvolge la città con un percorso tra importanti store multibrand milanesi, che presentano e promuovono una serie di designer sostenibili. Una scelta nel segno dell’inclusione del territorio e nel mostrare la ricerca e identità stilistica dei diversi retailer.