Milan’s Superstudio Più will be jazzed up with music, featuring Z Gen idols, cool footwear and clothing brands, sports exhibitions and live performances for two days.

Art, music, sport and fashion return to animate Milan in the next edition of Plug-Mi, scheduled for 9 and 10 September at Superstudio Più. The Festival of Urban Culture, conceived and promoted by Fandango and in partnership with Micam Milano, is a unique event, bringing together a large community of fans, influencers, tiktokers, artists and special guests. In the spotlight are footwear and clothing from sports brands that are launching new models at retail prices, also offering the public the opportunity to customise them directly at the fair. As in past editions, the schedule is packed with live events featuring rappers, DJs, sports performances, workshops and talks.

Major artists such as Articolo 31, the idol of the new generations Bresh and the face of Italian alternative pop Lolita, selected with Radio 105 – Official Radio covering the event since its first edition, here with Moko and on Sunday with a DJ set by Fabio B – will set the Main Stage on fire with their performances on Sunday, while performances on Saturday will feature among others – thanks to the partnership with Phobia Archive and Vision of SuperDon Pero, an emerging Italian-Dominican class of 2000 rapper and songwriter, and 8blevrai, class of ’96, who, despite his young age, already has collaborations with the likes of Jake la Furia and Rhove. Gen Z’s favourite music will be playing non-stop thanks to the DJ sets scheduled throughout the weekend for the event and the performances of many emerging artists  Talks will include In Her Kicks, the first Italian women’s community focusing on trainer lovers in their projects, debates and communication; Culture Boutique, which will celebrate hip hop’s 50th anniversary with music, fashion and lifestyle trivia; Atipici, which will bring the winning combination of music and sport to the stage; and Slums Dunk Onlus by basketball players Tommy Marino and Bruno Cerella, who will talk about sport and basketball as ‘community health’ devices. Honourable mentions amongst featured brand are Culture, D’Artisti, Excelsior Lab, Infatuation, Make Fashion Great Again, On My Way and Pepitos. Flower Mountain, a Japanese heritage footwear brand, will present trainers inspired by nature’s cycles for a metropolitan hiker look, and will bring two special guests to PLUG-MI: Cydonia, a gaming content creator on Twitch and YouTube, vertical on Pokemon and with a true love for the Far East, scheduled on September 9, and Rosalba, a tiktoker with almost 4 million followers always on the move to discover the latest lifestyle trends. W6YZ, instead, a brand well-known for its characteristic urban-style trainers, will have Davide Vavalà as theirspecial guest, animating their stand with an exceptional live painting performance on September 9. AW LAB is confirmed as Retail Partner of the event for the fourth consecutive year. The VOS group will also attend PLUG-MI with its brands Phobia Archive as a LifeStyle Partner, and Vision of Super, which will show the results of this year’s collaborations with the coolest brands of the moment.

Amongst the “hottest” current topics, upcyling fashion will be explored in depth in the Plug-Mi Creative Lab masterclasses showing the huge value of recycling, teaching how to give new life to one’s jeans and customise caps and laptop cases, in collaboration with partner Revibe, an e-commerce marketplace entirely dedicated to upcycling fashion that brings together more than 120 emerging brands from over 15 European countries. The event’s deep connection to sports shines through the PLUG-MI Basket Playground powered by Rinascente & Zero Blasterfirm, where visitors can have shooting competitions and 1 on 1 tournaments, but above all challenge friends to games such as H.O.R.S.E. and Lightning, and even face Tommy Marino’s Zero Team and the M4Team on the field, who will then perform in an exciting final exhibition game.

Plug-Mi will be open on September 9 and 10, from 12 AM to 11 PM. You can buy advance tickets at a special price and find all the latest information on brands, guests, activities and the complete music line-up, which is constantly being updated, at