White Resort debuts in september

Balancing new luxury and growing internationalization, the September edition of White Milano, dedicated to Spring/Summer collections, reaffirmed the event as a key fixture on the European fashion scene and, more than ever, beyond Europe as well. This success was fueled by new synergies developed by M.Seventy in emerging markets, with a particular focus on the Middle East.

With exhibitors up by 22% compared to the last two editions, White Milano presented 364 fashion and accessories brands (55% international, 45% Italian). Despite a slight expected decline (-11%) in Italian buyers, consistent with other national trade events across the supply chain, the fair confirmed a strong international presence (+7%), with a notable increase in buyers from the Gulf region, as well as solid growth from Spain, Japan, Germany, Austria, and Switzerland.

Within this context, and for the first time integrated into the September platform, the Resort world took center stage in the Daylight space of Superstudio Più. Building on the success of the dedicated June event, it featured a distinctive and recognizable layout that offered an exclusive showcase for brands specializing in resort and leisure fashion.

In the now-iconic setting that defines White’s Resort concept, pristine white decor punctuated by gazebos made of reclaimed wood, ropes, and fabrics evoking the relaxed charm of Caribbean beach clubs, a transversal, no-season wardrobe came to life, celebrating summer as a true state of mind. 

The showcase included around 50 brands of swimwear, beach and resort clothing, summer knitwear, accessories, design jewelry, and home fragrances. The selection attracted strong interest from international buyers such as Eden Rock Resort and Cheval Blanc (St. Barthélemy), Sandy Lane Resort (Barbados), Rocco Forte Hotels (Italy), and Thaiti Boutique (France).