The all-digital edition (due to Covid again) of White Milano, a show dedicated to contemporary fashion, increasingly attentive to sustainability in recent seasons, ended on 28 February last, in conjunction with Milan Fashion Week.

Sustainability and advanced craftsmanship are the excellences on which the fair has focused in this latest edition, through a virtual narrative in which more than 200 brands have represented the work and value of small and medium-sized companies, which are “more than 90% of the Italian industrial fabric, niches that keep research and quality at the center, but are not known as they deserve and this penalizes them greatly. This happened in the past and the pandemic has created a communication gap. We have to find strategies and opportunities to make these excellences known ”, commented the founder of White Massimiliano Brizzi.

We know well, we have talked about it many times, of how craftsmanship, the ‘handmade’, are strongly connected with the concept of sustainability, because in a made in Italy product, perhaps made in small laboratories, by expert hands or as self-produced designers who find the materials themselves and maybe even recycle them, there is an intrinsic ethical value that large productions will never have, especially the mass-produced ones of fast fashion.

So, among the young artisan brands present at White, PeppinoPeppino Denim, born from the blog and Instagram account of Simona Testucci, an example of a micro-company that is conquering its large market thanks above all to the web. Simona creates vintage-inspired garments and workwear with atypical silhouettes and Japanese aesthetics with denim, while the BGBL brand produces bags that are a mix and match between high quality leather and materials recovered from sports clubs, such as footballs and uniforms, thus combining ecological sensitivity with a passion for Italian design and taking the various souls of sport as a concept.

For the ‘sustainability’ section here is the ‘A Good Job’ project, curated by the fashion journalist Chiara Tronville, in collaboration with Cittadellarte – Fondazione Pistoletto, with a selection of brands that experiment with sustainability from different perspectives: from recycling and upcycling processes, such as what Vernisse applies to vintage fabrics, to brands that use innovative materials, such as Roberto di Stefano who experiments with cactus fiber, to brands that support Brazilian communities with their craft traditions, such as Joao Maraschin.

In the same vein, White is collaborating with the Sustainable Brand Platform, to help brands improve their performance and enter greener paths.

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