Institutional portal - Municipality of Milan

Milan, February 6 2020 - WHITE Milano begins an important renewal process that starts from the February edition to launch a first sign of change. The pillars of this new strategy are international scouting that is increasingly closer to the cultures of the various Italian and foreign territories, the valorization of Made in Italy and sustainability as a lever to trigger real change that starts from the textile supply chain and reaches the final consumer.

Thanks to this complex project, from 20 to 23 February, WHITE confirms itself as the reference event during the Milan fashion week for professionals who are increasingly attentive to the novelties and value of the product with a targeted brand mix, capable of renewing the stores' offerings and speak to new generations of consumers. The show, supported by MISE, MAECI and ICE, benefits from the partnership with Confartigianato Imprese and the patronage of the Municipality of Milan, represents the real driving force of the Tortona Fashion & Design District, occupying the four locations of Tortona 27 | SuperstudioPiù, Tortona 31 | Factory, Tortona 35 | Hotel Nhow and Tortona 54 | Former Ansaldo BASE reaching around 500 brands.

Precisely in the sign of inclusion and change, WHITE has chosen as Special Guest Artsi Ifrach with the brand Maison ARTC - fashion house of Moroccan origins -, which presents its collection of unique pieces through an installation inside Superstudio Tortona 27 and an exhibition hosted by 10 Corso Como Tazzoli: a double exhibition to tell the incredible imagery and culture of a territory at the crossroads of traditions. A message of great strength in the name of contemporary craftsmanship and a recovery that looks to sustainability and multiculturalism. Born in Jerusalem, Artsi Ifrach - after international experiences between Tel Aviv, Paris and Amsterdam, settled in Marrakech to found the independent brand Maison ARTC which creates only unique pieces through the research and assembly of vintage and handmade fabrics. The name Artsi itself means "My Country" in Hebrew and Arabic, an expression of a concept of multiculturalism in which different cultures coexist, precisely, without losing their own identity. An element that is found in the collections (men's and women's) of Maison ARTC built on colours, prints and special processes created by artisans, thanks to whose work each material finds a new life.

To reiterate how important culture and the relationship with Milan are, the photographic exhibition "Il Giorno e la Notte" will be set up at MY OWN GALLERY, which celebrates Milan and one garment in particular (the coat) told through the original and unpublished works of the photographers Mattia Zoppellaro and Sha Ribeiro. The exhibition and the book are produced by Paltò and curated by Perimetro, one of the most dynamic realities in the city with which a collaborative relationship begins for the next editions.

WHITE has decided to support the 17 UN sustainable development 'goals'. From this assumption, an evaluation was made to understand among the exhibiting brands which have implemented certified projects to reduce their environmental impact and/or maximize a social impact through the design of their collections. The result of the census already includes 32 companies present at the show with excellence ranging from Blue of a Kind, Boyish Jeans, Closed, Insane in the Rain, up to Ibrigu, LaMilanesa Made in Milan, WRÅD, Made for a Woman and Regenesi, which presents various new features including the "Regenerate your jeans" initiative dedicated to the retailer and Re-Flag, a collection of bags created with a fabric obtained 100% from recycled plastic bottles.

All information on exhibitors and appointments is available on www.whiteshow.it.