The board of M.Seventy, which organizes WHITE, after successfully testing the new WHITE STREET MARKET format in June, has decided to extend it and extend it to the entire show for January

Just the men’s fashion week needs a real revolution based on the innovation of our industry, so WHITE is completely renewed in the editions of January and June, with a completely new event, which marks a new chapter in the development of WHITE during fashion man’s week.

The experimentation could only start from the man, in particular from the world of sportswear & streetwear, but also extends to fashion on the entire event, which for the first time will be open to consumers, as well as buyers (B2C and B2B).

A great lifestyle event that will involve the operators of the sector and especially the final consumer, thanks to a series of targeted activities and special projects. During the next men’s fashion week, from 12 to 14 January, White Street Market consolidates as a unique event on the Italian scene.

An opportunity not only commercial, but also a marketing and digital oriented platform, which will allow companies to be closer to their customers, without neglecting the needs of buyers.

Since the first edition in June, WHITE STREET MARKET has generated great enthusiasm both among companies, and between the final public and those of professionals. In June, more than 9,000 appearances were recorded in just 3 days, while there were 200 thousand impressions on the Instagram account @white_streetmarket.

The format developed for January will present a selection of Fashion companies, which together with those more typically Street & Sport, are attracting strong interest both from professionals, such as special editions and co-labs, and consumers.

An event that for the first time during the fashion week opens to dialogue with the public, thanks to the numerous projects and events of cultural importance, as happens during the Salone del Mobile.

From 12 to 14 January WHITE STREET MARKET occupies for the first time the spaces of Superstudio | More Tortona 27, with a program increasingly rich in initiatives open to both buyers and the final public, such as art and fashion exhibitions, talks, workshops, charity events and musical performances that will animate the Tortona Fashion District.

Not only limited edition collections for sale, but also events and cultural projects capable of involving the city of Milan. Space for entertainment, but above all focus on content and storytelling of authenticity.

In fact, it continues to reflect on themes such as Design & Sustainability and Subculture & Icons to trigger events, installations, showcases, meetings that see the new generations of consumers as protagonists, the designers and schools of fashion and design in Milan. In its second edition, WSM launches the theme “RE: EDITION”.

Sustainability remains at the center, while a reflection on Fashion Icons is developed, timeless icons that are reborn in new forms, inspiring brands, which in turn are regenerated giving life to new ideas.

Commenting Camilla Lodi, WSM project manager: “Thanks to an intense work with a dedicated team, we have created and will continue to evolve a unique event in Milan, where business, entertainment, music, exchange and culture find a special dimension. All this thanks to the dynamic interaction between companies, both fashion, and streetwear & sportswear and fashion insiders, that dialogue with the final public, in addition to the various partners in the world of media, university and music. WSM is a crossmedia platform and the expression of a dynamic lifestyle, where brands can tell, communicate, sell and compare thanks to the new format that takes place during the Milan fashion week in January and June “.

Not only successful and established labels, but WSM is also the ideal setting for emerging and more alternative brands, which allows companies to interact with buyers and at the same time tell and talk with consumers, selling directly to the final public.

It is also an important growth opportunity for the city of Milan, especially on the dates of men’s fashion, to make fashion accessible to the final public, as happens during the Salone del Mobile, through the engagement force of the festival, which produces same time attractive revenue for companies.

The ambitious project – a real challenge for the sector – was developed by WHITE along with two of the most qualified streetwear partners: Paolo Ruffato founder of Probeat Agency – the most authoritative PR agency in the street & fashion world, and Walter D ‘Aprile, Cofounder & CEO of nss factory, digital media agency specializing in the top street sport & fashion world.

The innovation of WHITE Milano also extends to the women’s show (21-24 September) which sees the launch of Showroom Connection, which evolves into a new off-online dimension with the collaboration of Vogue #Shareable. The format is renewed and becomes more strategic.

A special art direction of the space of some brands inside the salon, curated by the stylists and visuals of Vogue #Shareable, will give life to created looks mixing the garments and accessories of the brands, with an editorial touch to get closer to the digital world. Everything will be coordinated and interpreted through ad hoc photographic shots, and to a communication with a strong digital impact on Instagram, the social media par excellence, which is an essential tool for fashion companies today.


January 2019
New Location: Superstudio Più, Via Tortona 27
Date: 12. 13. 14 January 2019

June 2019
Location: Superstudio Più, Via Tortona 27
Date: 15. 16. 17 June 2019