Milan Fashion Week 2021, February edition, is coming to an end and but White’s support for Italian SMEs as well as the enhancement of the city of Milan does not stop.

Milano Loves Italy, the movement promoted by WHITE which brings together the main actors of the Fashion Week – from CBI-Camera Buyer Itali to the Municipality of Milan, passing through the showroom associations such as CSM – Camera Showroom Milano and Allined Network – created a short movie to launch a message of hope and positivity . Directed by Mantra-Mezcal, Fred Cavallini & Filippo Pax, the short film was shot in the most evocative corners of the city, which during the fashion weeks live in an even more special atmosphere.

In the video Milan it does not give up and shows itself in its resilient beauty, which at times remains silent and then explodes in unthinkable ways and times; a dynamic city, as fast as it has always been, constantly evolving after constant battles. To get up more and more beautiful than before. “This is Milano” – this is the title of the short movie – is a hymn to rebirth, it is an embrace to the city that involves people from all over the world, with its style, its beauties, the places where fashion is born and continues to set trends. The project – strongly desired by WHITE and CSM-Camera Showroom Milano, which brings together an important network of international realities all based in Milan – was carried out thanks to the support of the MAECI, ICE-Agency and the partnership with Confartigianato Imprese.

We tried to look at Milan through the eyes of a young and energetic girl, a girl who ‘looks like’ her. Demetra Bellina was simply perfect, she literally embodied the soul of a city that knows what it wants, but above all it knows who it is. The soul of a living city. On a production level, we knew that it would be a bet between the very tight deadlines and the limitations of the moment we are experiencing. We succeeded thanks to the support of many people, from the White staff to the Municipality of Milan who supported us with the locations. up to the showrooms involved. Everyone has worked hard to allow us to tell this story. This is the signal of a city that has never given up and is ready to leave again at any moment. On the other hand, this is Milan”Tell i two directors Filippo Pax and Fred Cavallini of the MantraMezcal collective.

Comment Massimiliano Bizzi, founder of WHITE: “Our work of communication and enhancement of Italian SMEs is only at the beginning and it starts with this project to continue in the coming months, with a series of special initiatives that will be revealed shortly. For Milan, the real challenge will be the restart in September and the collaboration started with Milano Loves Italy with all the main players in the fashion system will be fundamental to channel all the resources for the long-awaited rebirth to Milan.“.

The protagonist of the short launched on the occasion of Milan Fashion Week is the young Friulian actress Demetra Bellina, which will debut with the series Amazon Prime “All the fault of Freud”, who comments:
I am happy to give voice to such an important project; giving a message of hope is the basis for a good start. I went back to the city I love, for its lights, its people: we shot in wonderful places, Palazzo Morando, Galleria Vittorio Emanuele, the Duomo, the Terrazza Martini, places that need to be lived. Milan is recognizable when it is alive, when Fashion Week attracts people from all over the world, when the event becomes a widespread party. This is how we all remember it and this is how we want to see it again, shining!

In the video, the models and actress Demetra Bellina wear outfits and accessories from Italian SMEs, including the most well-known names and research designers such as: Alessandra Gallo, Alessandro Enriquez, Atelier Emé, Bruno Manetti, Chiara Boni, Ermanno Scervino, Gianni Chiarini, Ibrigu, LBM 1911, Marcello Lucini, Rodo, Rubeus, Santoni, Stella Jean, Sorelle Secli, just to name a few.

Concludes Federico Poletti, Marketing and Communication Director of WHITE: “WHITE’s digital work does not stop and we will continue to develop the storytelling and communication of our companies both through our digital magazine and through special projects like this one by THIS IS MILANO. I am particularly happy to have chosen an independent collective such as Mantra-Mezcal by Fred Cavallini & Filippo Pax with the styling and artistic direction of Miriam de Nicolò. A team of talented young people who, like our special projects, carry out a renewed vision of fashion with passion and professionalism. We need a change and new ideas. This must start from enhancing the new generations of creatives in different fields “

Here is the full movie:

Any issues related to White? In the days of the show, from 25 to 28 February, traffic on the new WHITE site increased, reaching over 8,000 unique users per day with a average visit time of 2.5 minutes, while social media recorded a + 400% compared to the previous edition with over 3000 people connected to follow the webinars. A digital work on SMEs that will continue throughout March and April to support companies in B2B sales campaigns.

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