PURPLE – Sign of the Times presented, the B2C format in which fashion, music and cool communities will meet in the spaces of Fiera Milano (Rho) from 26 to 28 September 2025.
From the idea of Massimiliano Bizzi, president of M.Seventy, founder and organizer of the WHITE salon and numerous events related to the fashion world, the joint venture with FIERA MILANO, the most important Italian trade fair and conference operator and one of the largest in the world that hosts and organizes, among others, the main events in the fashion and accessories sector. A synergy between two of the most influential players in the sector which is the concrete response to the pressing need for new approaches and new communication strategies for the sector.
THE DATES
From 26 to 28 September, during Milan Fashion Week, PURPLE – Sign of the Times will welcome leading brands in fashion, music and more to the spaces of Fiera Milano from midday to midnight, each with a personalized space to involve the public in a 'unique experience. While in the squares of the event, on different stages, musical talents of international level will alternate.
INCLUSIVITY AND OPENING
I have been thinking for some time about how much fashion needs an inclusive format and this is the perfect time to create an event open to non-experts in a city that is already very receptive to events with an international and democratic scope. Creating a bridge between fashion and music means offering high quality experiences to the public who will recognize themselves in the trends and values of the artists and brands present. PURPLE – Sign of the Times will debut in September 2025 with its calendar at Fiera Milano, but I dream of a flourishing of events throughout the city”, explains Massimiliano Bizzi, president of M.Seventy.
“Purple – Sign of the Times is much more than a simple event: it is a strategic turning point in our path of diversification and growth, especially in the entertainment sector, which represents a new line of business for Fiera Milano, as envisaged in the strategic plan . Thanks to this new project we aim to create a format that combines fashion and music, opening our venues to events aimed at the general public capable of attracting a new target and intercepting emerging communities. The objective is to consolidate Fiera Milano as a point of reference for entertainment, a rapidly expanding sector. Purple – Sign of the Times represents an important step for us to build new experiences that speak a contemporary and inclusive language, in line with the needs of an increasingly heterogeneous public” declared Roberto Foresti, deputy general director of Fiera Milano.
MAKING A SYSTEM
The agreement between M.Seventy and Fiera Milano marks a fundamental step for the future of the fashion sector, a system that is finally possible in which different skills come together to bring a vast, curious public, looking for trends and opportunities, closer to fashion. encounter.
I am happy that Milan is hosting an innovative format like PURPLE – Sign of the Times in the spaces of Fiera Milano: an event that becomes a meeting space where fashion, music and different cultural expressions can be experienced and shared by everyone – declares Alessia Cappello, councilor to economic development and labor policies Municipality of Milan. “We know how important fashion is for the city, but so are inclusion and accessibility, fundamental values for Milan, which confirms once again how networking represents a winning choice”.
THE PARTNERS
In addition to the Municipality of Milan, there are other very important partners supporting the project. Warner Music Italia is already working to select the artists, all high profile, who will take turns on stage. Radio 105 of the RadioMediaset Group will broadcast live from the squares of Fiera Milano. Slam Jam, an international point of reference in the urban and contemporary world for years, will make its contribution. While Pezzo di Studio and Certo, two already established but new generation companies, will take care of the creativity and social communication of PURPLE – Sign of the Times. Among the partners there will also be Beppe Angiolini as fashion consultant.
“It is an honor for me to be recognized as Warner Music's contemporary artist who, over the years, has united the worlds of fashion and music.
I support Warner Music in its projects and firmly believe in inclusive projects of any genre.
We are promoters of the strength of Italian culture, of which fashion and music are an integral part and which constitute a heritage of great value for our country.” Achille Lauro.
FASHION AND MUSIC
Fashion and music have always been very close and influence each other in giving birth to new trends. In my opinion, an event based on Fashion and Music together will have a great attractive force, especially if, as in this case, it is open to the public. Young and old come to our stores with very clear ideas, asking for clothes and accessories that they see on social media and during the big events that music can create today. In my opinion, PURPLE Sign of the Times will have the strength to generate a real movement in Milan, capable of attracting many people who will become more passionate about fashion. Fashion and music will create magic, a virtuous circle also on consumption. Fashion needs energy and dreams which are the basis of this project which will then multiply on social media”, states Beppe Angiolini fashion consultant and CEO Sugar.
EXHIBITION LAYOUT
New trade fair concepts were introduced in the design of the technical layout to give space to an innovative and dynamic solution. A real city, the Purple City in which each company will be able to have its own Purple House, a “home” delimited by borders, in which there will be full freedom of customization to recreate its own dimension and welcome the people who want to create content, photos, videos. The talents selected by Warner Music Italia (including three international headliners, stars of the Italian scene and trendy DJs) will perform in turn on the stages located in the Purple Square, the squares of Fiera Milano and will be available for meet&greets and interviews. All this while exhibiting companies will be able to organize contests, presentations, artistic performances, product tests, sports exhibitions, workshops and launches and sales of limited editions and capsule collections, accompanied by live broadcasts from Radio 105.
PURPLE – Sign of the Times will be the first event open to the public with these characteristics with the ambition of becoming a point of reference in Europe. A revolutionary crossover, which in addition to fashion and music can extend to the different worlds of lifestyle and vintage, basically everything that is trendy and which, in the long term, attracts such numerous presences as to translate into an important satellite sector for the city of Milan .
