The Milano Fashion Week Men’s Collection is always an event, and being able to participate is an honour. We are a bit excited to tell you what WHITE MILANO has made possible. Among the 60 companies taking part in WSM (White Sustainable Milano), a project created to bring together sustainability and advanced craftsmanship, we will also be there.
WHO IS WHITE MILANO?
Massimiliano Bizzi and Brenda Bellei founded White Milano in 2000. Their commitment: to enhance Made in Italy and promote sustainability. At the heart of all this is the conviction that it is possible to trigger a real change that starts from the textile chain and reaches the consumer.
Their goal? To support the new generations and independent brands with special projects and dedicated areas within their fairs.
WHAT IS WSM?
It is a format with a dual soul, B2B and B2C. WSM is a show with the aim of stimulating retail and dialogue with the prosumers, the consumer-actors of today and tomorrow. Here, culture, sustainability, entertainment, sales opportunities and communication coexist.
WHAT CHANGE DO WE WANT TO BRING TO THE WORLD OF FASHION?
We have always been committed to changing the world of fashion, offering people the chance to become protagonists of this change. Participating in an event that makes “made in Italy” and sustainability its core values is a real opportunity for us. We are still trying to make our way through the overcrowded world of fashion, which has often made consumers the victims of (now sadly well-known) phenomena such as greenwashing.
Everything seems to have suddenly gone green, but this is not the case. We who were born with the environment at the forefront of our interests know this well.
On our catwalks, in fact, are garments made of GOTS-certified organic cotton and silk, ecological, recycled and innovative materials. There is no shortage of quality, but it always goes hand in hand with respect for the planet. It would be nice to stop the fast-fashion model, based on the success of large-scale production of low-quality garments. A dream, perhaps not.
