For the first time the White fair, the most important in the international contemporary fashion area, is totally digital. White for 20 years had been held in the halls of Superstudio Più and from there occupied the entire via Tortona with other locations, reaching a record number of 500 international brands. For White too, the Covid-19 pandemic, with the impossible proximity of people and prohibited or limited travel, meant a change of strategy. The new digital format includes 200 companies and numerous initiatives to support SMEs in collaboration with the Municipality of Milan and other institutions.

Many institutions and organizations have joined together to contribute to White's new course, including, in addition to the Municipality of Milan, MAECI, ICE, Confartigianato Imprese, Cittadell’arte-Fondazione Pistoletto, IDEE Brand platform up to the new CSM-Camera Showroom Milano association. 
A group of excellence to explore new ways and support the recovery.White's appointment has been going on for years in a crescendo of enthusiasm and interest, quickly becoming the most sparkling appointment of fashion fairs thanks to the vision of its founder, Massimiliano Bizzi, and the ability to intercept new trends. The place to discover not only the last trends but to extend contacts, knowledge, perspectives.The time has also come for White to rethink due to the pandemic that avoids contacts: the February 2021 edition presents a new project totally online, broadening the horizons. Sustainability, circularity, craftsmanship are the key words of the online event, which we imagine as sparkling and innovative like all past living editions. 
Massimiliano Bizzi, founder and soul of WHITE explains: "All of us trade fair operators have first and foremost the duty to think about the common destiny of our Italian companies by staying by their side in this difficult moment, to lead them to the September edition, which we hope signs the real recovery, also thanks to the spread of the vaccine. This is why I decided to launch a series of initiatives to make the realities of SMEs better known, which we have been representing and promoting at WHITE for years, but which are unknown to the general consumer public. They are Made in Italy and often sustainable companies, but they do not have the means to invest in communication."
The Councilor for Employment Policies, Production Activities, Fashion and Design, Cristina Tajani, adds: "In recent years, together with WHITE, we have embarked on a path that involves the entire world of fashion by promoting new ways of showing oneself, telling about oneself and offering oneself thanks to new digital formats but above all aimed at favoring modern production methods, increasingly attentive to the reuse of materials and recycling, with a view to circularity and overall sustainability that goes from the yarn to the finished product. As Administration we have always been alongside WHITE and all small and medium-sized companies that innovate, because fashion and the entire fashion sector are and remain above all great craftsmanship, research in materials and new languages".
The new initiatives also include 12 live webinars on the whiteshow.com website that will address issues useful to SMEs, ranging from craftsmanship to sustainable innovation.Once again White is not to be missed, hoping to find it again in September in the usual Superstudio spaces, together with the virtual and digital contribution. It will be online from 25 to 28 February.