WHITE and C.L.A.S.S. are back to “Unveiling the Fashion Backstage” and continue their partnership for WSM | White Sustainable Milano

WHITE, Padiglione Visconti, Via Tortona 58, 22-25 September 2022

C.L.A.S.S. continues its path of “strategic sustainable synergies” with the aim of sharing its message of responsible innovation, and returns for the second time to Milan Fashion Week with WSM White Sustainable Milano. The objective is to represent a selected and smart path of the production chain related to materials, technologies, production, customization, finishing processes and dyes that are increasingly less impactful on the environment.

After debuting last February, “Unveiling the Fashion Backstage”, the educational and narrative journey of WSM | White Sustainable Milano developed in synergy with Giusy Bettoni, founder and CEO of C.L.A.S.S., returns to the VISCONTI HALL at 58 Tortona Street and grows in terms of attendance and thematic areas.

Between the exhibiting copmpanies: Bemberg™ by Asahi Kasei, Maeba International, Linificio e Canapificio Nazionale SB, Edmos, Toyoshima, Iluna Group and YKK.

But C.L.A.S.S.’s role will not be solely the one of co-curator; the entire C.L.A.S.S. team will take the field and be present with its own WSM space to push change toward a new generation of fashion through various initiatives designed for the targets of this initiative, citizens, schools, buyers, designers and all those seeking information so they can better and consciously express their fashion choices. First of all, the presence of the C.L.A.S.S. SMART SHOP, the online space offering eco-high-tech materials representing a vast range of categories able to create a new generation of fashion. Born in 2018, the SMART SHOP is dedicated to students, designers and new generation brands who want to explore and test premium materials mixing style, innovation and responsibility. All without minimums, all with high quality, transparency and responsible costs. The C.L.A.S.S. space represents an immersive journey through smart materials and responsible solutions for the contemporary wardrobe, including all the different expressions of textile ingredients: natural, transformed, innovative and back-in-the-loop materials.

And there is even more, speaking of information and sharing, also this year returns “the Circular Stage”, the arena dedicated to the rich schedule of talks and workshops, which will feature discussion panels and important moments of education and information. International protagonists of the technological and digital transition, moderated by Federico Ferrazza director of Wired Italia and its editorial staff, as well as Giusy Bettoni and Chiara Tronville, will discuss important topics such as digital product passport, greenwashing, innovative materials and technologies, regenerative agriculture and new frontiers of retail. Link to the program

Some key moments with the C.L.A.S.S. team:

  • Friday 23rd September
    • 12:15 – 12:45 pm, Giusy invited by WIRED to share her thoughts and experience around “Greenwashing: spot, avoid, prevent fake environmentalism”, a “strong asset” for C.L.A.S.S.
    • 2:45 – 3:15 pm, Camilla Carrara, project coordinator C.L.A.S.S. and founder of ZEROBARRACENTO will host the workshop “Zero-waste design: designing the essential”
    • 4:15 – 4:40 pm, Giusy and Silvia Gambi, C.L.A.S.S. Ambassador, professional journalist, Sustainable Fashion, Podcaster Solo Moda Sostenibile will co-host the Workshop: “How to tell your sustainability strategy”
  • Sunday 25th September 2:00-2.30 pm, Luca Olivini, C.L.A.S.S. eco hub material manager will give the workshop “Behind the recycling technologies”.

“This synergy is very important to C.L.A.S.S.. With WSM | White Sustainable Milano “Unveiling the Fashion Backstage,” we highlight all the ingredients that can bring the next generation wardrobe to life by communicating them at best way to convey real value to the end consumer. A key part of the ecological transition. A responsibility and an opportunity for a way of doing business that corresponds to the new needs of the contemporary consumer who demands more and more attention to people, the environment, transparency, and the impacts of processes,” declares Giusy Bettoni, C.L.A.S.S. CEO and founder “We believe this is a valuable opportunity to share the possibilities and opportunities to create, or choose, a fashion-conscious and innovative product.”

September is a very important appointment for us, and we face it with clear intentions of growth in continuity with the constructive and non-competitive outlook that has distinguished us for years. A further upgrade in the already high quality of the selected companies, which best respond to the essential pillars for the market of the future: sustainability and innovation. Key in this sense is the partnership with C.L.A.S.S. at the supply chain level” declares Massimiliano Bizzi, President and Founder of White.

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