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During the Milan Fashion Week Men’s Fashion Shows and Presentations, WHITE will launch WSM digital, an online project with a focus on sustainability and craftsmanship, presenting 40 men’s and unisex collections.


Scheduled from 16 to 18 January 2021, during the Milan Fashion Week Men’s Collection, the new WHITE format returns in a digital format with focus on innovation sustainable – a project being realized with the support of MAECI, ICE -Agency and a partnership with Confartigianato Imprese.



The online edition of WSM focuses on two macro-themes: sustainability and evolved craftsmanship and will show case about 40 companies, involving several Italian and international partners including Fashion Revolution Italia, Cittadellarte – Fondazione Pistoletto, Sustainable Brand Platform and The Sustainables Agency & Showroom. All these stakeholders were also involved both for brand scouting and for the organizing a series of webinars dedicated to the evolution of sustainable fashion and advanced craftsmanship.

Editorial content of images and videos are already added to the Digital platform, featuring the participant brands who are presenting their collections to an international audience. The WSM digital brand mix includes Italian brands of men’s fashion or gender fluid in which the sustainability is combined with sophisticated aesthetics, ranging from clothing to the vast world of accessories. An important part of the project is precisely the match making with the buyers who will be accompanied on the platform online to view the collections of the selected companies and can fix their appointments in real time. In addition, to facilitate the involvement of buyers, the WSM-WHITE platform will be linked to that of ICE “365 smart” to give further communication possibilities to all SMEs on board.



The entire project is curated by Matteo Ward, co-founder of the Wråd brand and artistic director of WSM, who stated: “It is from the encounter between technique, vision and new technologies that, throughout history, innovative solutions have emerged revolutionizing the systems and schools of thought.”

Massimiliano Bizzi, founder of White, commented: “In addition to WSM, we are working on the next edition of White in attendance, to take place from February 25 to 28, 2021, which will include an innovative digital and physical format we are implementing in these months. We are also studying concrete actions – from January to March 2021 – to support companies during their sales campaign, which will be the prelude to the recovery in view of the September 2021 edition.”


Image Credits: White Show Milano, Italy