The Fashion Research Salon, founded in 2000 by the young Massimiliano Bizzi and Brenda Bellei, is one of the most expected events of the Milan Women's Fashion Week. This year, from February 27th to March 1st, it celebrates an important anniversary. From its humble beginnings at the Fair to its success at Superstudio Più, and later at various locations on Via Tortona, it is a success that renews itself each time, always opening new horizons. White this year celebrates 25 years, just like Superstudio Più. And what it shares with it goes beyond just the location. 

"White has managed to establish itself as a reference point for contemporary fashion... a journey that has enriched the Milanese fashion scene," said Alessia Cappello, Councilor for Economic Development, Labor Policies, and Fashion of the City of Milan. Just like Superstudio Più has been and continues to be for design. Along with the pragmatic way of sharing a vision aimed at the future. This edition makes it even more evident. 
As always, there is strong participation from foreign exhibitors, with 45% of the 300, attention to sustainability, and young and emerging brands that fully meet the qualities needed to overcome this moment of crisis. That is, a quality product, guaranteed by a solid and clear supply chain, with a fair price. All of this with the guarantee of a level of creativity that sets the product apart and makes it special. This was particularly highlighted in the Secret Rooms, the secret spaces where five emerging talents with impactful brands and fascinating storytelling were selected to present to the public. 
The big innovation of this White is its position as a "dynamic and versatile" platform to help small businesses, with innovative retail activities and events in new strategic markets. "Seeing that the projects have come to fruition and that we've become a development platform for brands, as well as a platform for exposure, makes me optimistic about the vision we had and proud of the growth of the fair and the company itself, which today has multiplied its business activities," concluded Massimiliano Bizzi.