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White Milano Plans ‘Phygital’ Format for September Show

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ITA-LOVE: Ever the vocal supporter of Italian fashion, White Milano is embracing a phygital approach for its September show aimed at shining a light especially on Italian fashion businesses.

Planned for Sept. 24 to 27 at a still undisclosed location in Milan’s Tortona district, the fair will combine the White Milano trade show, traditionally held during the women’s fashion week, with the WSM Fashion Reboot event dedicated to sustainability – originally scheduled for June and then postponed due to the pandemic.

The trade show organizer sealed a partnership with Best Showroom, a new network of 50 Italian showrooms to install the “Milano Loves Italy” project aimed at supporting local small-and-medium sized enterprises and brands, in response to the disruptions caused by COVID-19. International brands will also be welcomed.

“By joining forces with different entities, we will be able to express our strength

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