The Shows: How music and fashion will meet for the new Purple-Sign of the Times Milan event

Milan will host a new event open to the public between fashion and music during fashion week in September 2025. 

It is Purple–Sign of the Times, a format involving M. Seventy (former organizer of White) and Fiera Milano in a joint venture, as well as partners including record company Warner Music, Radio 105 (Radio Mediaset Group), streetwear distributor Slam Jam, and retailer and fashion insider Beppe Angiolini as fashion consultant. 

The event will take place at Fiera Milano Rho, September 26-28, 2025, and will host musical events-from noon to midnight among DJs, singers, and bands-as well as customized spaces designed to give visibility to fashion and lifestyle brands, which aim to meet the young.

“We don’t set any limits, but they have to be companies that offer something new,” explained Massimiliano Bizzi, president of M. Seventy, stressing that this new trade show event was created to be inclusive and generate an attractive force, similar to what is perceived within Milan Design Week.

“It is a project with a great social and human objective,” commented singer and performer Achille Lauro, who spoke on behalf of record company Warner Music. 

“The concept of exclusivity creates a sacredness around fashion, but fashion in Milan is almost always perceived as highly exclusive. Though, it’s thanks to the invisible that fashion and great music are sometimes born,” the singer explained. 

“I believe that contamination is, in general, an engine of art,” he continued. ”I myself have fished from the past, trying to make it new. I have also done this with shows, collaborating with great designers. For me, fashion is a great cultural expression, characterizing the times,” he added.

Mirko Bruni, an expert in web marketing and social media, estimated that the September event could generate more than five million potential social media views, with the September event allowing the message of inclusivity to be amplified.

After all, 70% of Italians are now connected and use social media—that equals to 43 million people, according to Bruni—and spend nearly two hours a day there (compared to three hours spent in front of the TV). Along with that, one out of three users posts daily on social media. 

As for the physical event, the prediction of the organizers of Purple—Sign of the Times might generate a 40,000-people traffic, who could visit the event by paying a ticket sold at calibrated prices to allow maximum affluence.

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