by Stephen Garner

White Milano has announced today that its dual-gender, sustainability-focused tradeshow WSM (White Street Market) has been moved from June to September. WSM will now run concurrently with the organization’s main women’s tradeshow White Milano on September 24-27.

The move also reflects the decision of Italy’s fashion governing body Camera Nazionale della Moda to postpone the Milan Fashion Week’s men’s edition to September, as reported last week.

“We are working with our institutional partners Confartigianato Imprese, Municipality of Milan, MAECI and ICE Agenzia – to plan concrete support actions for small and medium-sized Italian companies,” said Massimiliano Bizzi, founder of White. “Working as a team will allow us to overcome this moment of global crisis. The September event will be essential for a brisk relaunch,” he added, explaining that White Milano is working to implement business-to-business and business-to-consumer platforms that starting from June will offer its exhibitors marketing and communication solutions ahead of the September event.

Just in March, White Milano and Confartigianato gave birth to an association of small and medium-sized companies, artisans, retailers, and producers asking for economic interventions needed in the COVID-19 crisis. To further highlight the movement, a special communication project #whiteinsiemesiamopiùforti [white together we are stronger] was launched to give voice to the companies on social media and to highlight values and products.