After the experiment of the Digital Fashion Week in July in Milan, with controversial results, here are the first signs launched by the "daring" to bring fashion back to the center with phygital mode (physical and digital) for fashion shows and fairs that have always been our strong point capable of igniting interest, desire, business, relationships, trends. The hottest fashion show ever, White Show in September, at Superstudio Più will be there. With a totally renewed edition full of surprises.

In a moment of great uncertainty, the games are played day by day, trying to precede the times and send signs of optimism to obligatorily take us towards a way out of the long economic lockdown that is straining the fashion system. Massimiliano Bizzi, founder and creative director of White, the research fair that in twenty years of new ideas and successes has become the international focal point of research fashion, with more than 500 exhibitors spread over the Fashion District created in via Tortona, it is not going to give up on the challenge of relaunching...

After the experiment of the Digital Fashion Week in July in Milan, with controversial results, here are the first signs launched by the "daring" to bring fashion back to the center with phygital mode (physical and digital) for fashion shows and fairs that have always been our strong point capable of igniting interest, desire, business, relationships, trends. The hottest fashion show ever, White Show in September, at Superstudio Più will be there. With a totally renewed edition full of surprises.

In a moment of great uncertainty, the games are played day by day, trying to precede the times and send signs of optimism to obligatorily take us towards a way out of the long economic lockdown that is straining the fashion system. Massimiliano Bizzi, founder and creative director of White, the research fair that in twenty years of new ideas and successes has become the international focal point of research fashion, with more than 500 exhibitors spread over the Fashion District created in via Tortona, it is not going to give up on the challenge of relaunching. With a completely renewed, selected, surprising edition, where the "physical" collections are compared with digital technologies to increase their appeal and remote communication, it returns to the scene in September at Superstudio Più and in via Tortona with the support of a team of institutions and a new project with a auspicious title "Milano Loves Italy", as anticipated by his press release, which we resume here. "I believe it - says Bizzi with the enthusiasm in his eyes just barely mitigated by the concern - I already have positive signs from many interesting brands and in August we will not close but we will continue to work at full speed taking advantage of the fact that many companies will be open. I would like to invite all our brands to believe in the return of normalcy and to start living and dreaming again. We are preparing for this". So, as the press release announced: “WHITE Milan confirms its dates over 4 days, from the 24th to the 27th of September 2020 during Fashion Week. And it inaugurates a new format, in the name of phygital: the brands will be present at the fair and will be able to present their collections to buyers also through digital". There is already great turmoil around the "Milano Loves Italy" project, a movement that, marked by the hashtags #togetherwearestronger and #igotomilan, sees on the field  the same White, Best Showroom, CBI-Camera Buyer Italia, Confartigianato, National Chamber of Fashion, Municipality of Milan and Lombardy Region, with the support of Maeci and Ice. The common mission is to bet on Milan, taking the September fashion week as an opportunity for a necessary revival and invoked by many parties.
"Milano Loves Italy, therefore, as a sounding board for the Italian supply chain and its companies with Italian and foreign buyers who must re-fall in love with the city, relish its glamor, return to order under the Madonnina" as we read in a recent Fashion Magazine article. A project strongly desired by White E Best Showroom born under the banner of inclusiveness as confirmed by Gigliola Maule of Best Showroom: "I have had confirmations from several Italian and European buyers who will not miss the Milan fashion week. It is fundamental to restore confidence in companies, reassuring them about these presences ». Milan Loves Italy | #igotomilan wants to support the Italian supply chain with all its companies, above all to reassure foreign operators that Milan is working and is ready for September with renewed energy and enthusiasm".
If it is true that luck helps the bold (and it is!), we can only expect a new success for everyone.