During the Milan Fashion Week Men’s Collection returns WSM Fashion Reboot, format of White on sustainable innovation which for this edition debuts with an entirely digital format. From 16 to 18 January 2021 on show on the new WSM-WHITE platform over 40 men’s and unisex collections with artisan and sustainable DNA, which represent the new frontier of modern craftsmanship. A project to promote SMEs realized thanks to the support of Maeci is IceAgency and thanks to the partnership with Confartigianato Imprese. On the one hand we find the section on sustainability, on which WHITE was a forerunner with the WSM format, which sees a selection of brands in which different techniques are experimented: from recycling and upcycling processes, to processing with less polluting raw materials to reduce environmental impact, and above all with a path on traceability and transparency. Among the protagonists of the section are consolidated presences such as Tiziano Guardini, Patrick McDowell, Blue of a kind, Yekaterina Ivankova, which was also the Special Project of the show. To these are added Froy, experimental knitwear brand founded by Arman Avetikyan, Bobblehaus that caters to Gen-Z with a mix of fashion, music, art and entertainment, NTMB (acronym for NEVER TOO MUCH BASIC) collective Made in Naples that works on the concept of customization and craftsmanship, up to Par.co Denim, founded in 2014 by two cousins ​​(it is in fact the acronym of Parimbelli cousins) which produces high quality jeans in a sustainable way. On the other hand, it is the new frontier of advanced craftsmanship in which tradition coexists with modernity through the work of modern makers who combine image and product. Uniqueness and attention to detail characterize all the products created by the selected selected brands, which have been able to preserve an artisan dimension by associating it with an avant-garde way of designing, each object through the material and finishes tells a precise story that involves the consumer and does so. feel special. Artisan productions are more sustainable than large-scale distribution and give life to unique creations with a strong personality, thanks to heritage, a concept that speaks of culture and makes each product a symbol of innovation through design. Among the brands are: the sophisticated knitwear of Lucques, the hats of CHATTouché, the workwear-inspired jackets by Vanadium23, the gender fluid shirts by Waxman Brothers, up to the clothing project of Wundercamera Wardrobe born in 2018 as a wardrobe of Wundercamera Lab, an art direction agency founded by Monica Lardera and Riccardo Forlini. The project is curated by Matthew Ward, co-founder of the brand Wråd and former artistic director of GIVE A FOKus: “The themes of sustainability and craftsmanship are further explored thanks to the testimonies of many professionals, structured in a rich calendar of talks that will address the following themes: diversity and inclusion, transparency and traceability, innovative materials, advanced craftsmanship, art and activism and communication of sustainability. A special talk will then be reserved for the world of Iranian art, craftsmanship and fashion, in connection with local designers “.

Photographer Vinnie Liazza, Stylist Serena Pompei, Street people casting

Several i partners involved in the project among which institutions such as Fashion Revolution Italy, Cittadellarte – Pistoletto Foundation, Cologni Foundation of Art Professions (which promotes a “new Renaissance” of art professions, especially aimed at young people), IDEAS Brand platform across the own Sustainable Brand Platform (Sbp) project new platform which, through an algorithm of its own creation and blockchain technology, offers an environmental and ethical assessment of emerging brands at international level, connecting them with buyers, up to The Sustainables. Agency & Showroom, international reality that promotes sustainable innovation. All these realities were involved both for the scouting and for the organization of a series of webinars dedicated to the evolution of sustainable fashion and advanced craftsmanship.

Photographer Vinnie Liazza, Stylist Serena Pompei, Street people casting

Finally, an important part of the project will be the match making between the companies presented and the buyers, who will be accompanied on the online platform to view the collections of the selected companies and will be able to fix their appointments in real time. Between partner is CBI – Camera Buyer Italia who will choose two collections for two special projects with them associated. Furthermore, to facilitate the involvement of buyers as much as possible, the Wsm-White platform will be connected to that of ICE “365 smart”, to give further communication possibilities to all the SMEs involved.

Photographer Vinnie Liazza, Stylist Serena Pompei, Street people casting

Concludes the President of Confartigianato, Marco Granelli: “The initiative that Confartigianato has created with White, thanks to the support of Maeci and Ice-Agenzia, makes it possible to enhance the artisan value of Italian fashion companies: 79,000 companies that employ over 700,000 employees. A heritage of creativity, talent, manufacturing excellence that combines traditional skills and innovative drive and makes made in Italy products unique and inimitable in the world. An example of economic, social and environmental sustainability that Confartigianato is proud to represent “.

Photographer Vinnie Liazza, Stylist Serena Pompei, Street people casting

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