Purple, a New Trade Show Merging Music and Fashion, to Debut in Milan

MILAN — A new trade show merging music and fashion aimed at younger consumers is bowing in September in Milan.

The result of a partnership between M.Seventy, the trade show operator behind the White Milano fair and fairgrounds operator Fiera Milano, “Purple Sign of the Times” was officially presented Wednesday at Milan’s townhall Palazzo Marino.

M.Seventy’s president Massimiliano Bizzi was upbeat about the project, which he characterized as an accomplishment answering his longstanding ambition to make fashion and related events in the city more inclusive.

“Purple is the sign of the times, that we need to do something new, provide an inclusive moment for the entire city. The project is very ambitious…an inclusive event that can bring about appeal, strength and energy to the city,” Bizzi said.

The executive has tested the business-to-consumer formula already, including with the WSM show dedicated to sustainability, and has frequently likened his ambitions for consumer-leaning fairs to Design Week, arguably the most open and welcoming event in the city.

An ambassador of sorts, Italian pop star Achille Lauro, whose connection with fashion was cemented when Alessandro Michele developed custom looks for his performances, shared his own perspective on the fair’s appeal in representation of music label Warner Music Italia, a partner of the event.

“Milano needs an inclusive attitude. It’s an internationally recognized city and it’s shining all over the world thanks also to this, an inclusive approach, which now needs to be extended to fashion,” Lauro offered.

“Cross-pollination is the engine for art, growth and to create something new,” said Lauro, who is also a judge on the Italian version of “X Factor.”

In addition to Warner, organizers have secured linkups with key players across the music and fashion industries, including the Radio 105 radio network, Slam Jam, as well as retailer Beppe Angiolini of Arezzo, Italy-based Sugar.

Purple is scheduled for Sept. 26 to 28, coinciding with Milan Fashion Week, which runs Sept. 23 to 29.

Fiera Milano has allocated a 3.7-million-square-foot space inside its pavilions at the Rho-Fiera fairgrounds. These will be animated with activations, DJ sets, fashion product displays, concerts and music showcase.

A range of events are expected to pop up in downtown Milan, too, but the full program for the three-day fair, as well as participating brands will be revealed at a later date, organizers said.

The organization is expecting the fair to reach an audience of 5 million through digital amplification.

Fiera Milano deputy general manager Roberto Foresti said the event kicks off a new course for the fair operator, as it opens up its business model to more B2C events across different fields, including sports.