MILANO LOVES ITALY is the widespread event format promoted by WHITE, under the patronage of the Municipality of Milan, which is part of Milano Moda Donna calendar.

Its goal is to open the Fashion Week to the whole city of Milan, through a number of events in stores and showrooms, where fashion system operators and general public are involved.

Fashion, known for being exclusively dedicated to industry operators, opens its borders in a business-oriented key thanks to the initiative MILANO LOVES ITALY, promoted by WHITE with the aim of giving added value to the city, the system and operators. An invitation to bet on Milan, making all Italian entrepreneurs responsible to join forces and concentrate on Milan, a place where they have always been welcomed.

A spread fair model across the city, that WHITE articulates with a rich schedule of happenings open to the public, that become meeting points for consolidated brands, sustainable realities and nieche brands, able to involve final consumers too, in a circuit of open event.

10 CORSO COMO, DAAD BY DANTONE, MILAURA, CIVICONOVE, BEL, INCONTRI, MERRYGOROUND, NUMEROTRENTA, TENOHA, LA TENDA just to name some of the most important stores and concept stores in Milan that have taken part in this ambitious, inclusive and choral project.