On The Beach powered by White Resort debuted from June 18 to 20. The new event was born from the collaboration among the White team, Showroom 360, and Maison Allumeuse, also partners of the next edition, and is scheduled for September 24 to 27, 2026, in the Tortona District.
ON THE BEACH, A SPECIAL FORMAT COMBINING FASHION AND HOSPITALITY
Hosted in the BASE spaces at Via Tortona 54, On The Beach is a special format to create new business opportunities across fashion, tourism, hospitality, and lifestyle. The project aims to introduce fashion into the boutiques of the best luxury resort hotels, attracting a high-spending international clientele. The event combines brand presentations through a multi-label showroom, three pop-ups, and talks, expressing a significant shift with new dates and a new location to offer a more targeted, contemporary experience, focused on quality relationships. To strengthen the presence of representatives and operators of luxury resort hotels, White has started a collaboration with Allumeuse, an established name in the Italian luxury hospitality sector and increasingly recognized internationally.
THE PARTNERSHIP WITH MAKENO AND THE POP UP CHAPTERS
On the Beach presents carefully selected, special-brand offerings for the resort sector. Among the protagonists of the first edition are 12 Colombian brands selected by Makeno, a Medellín-based concept store founded by Paola Betancur and Manuela Rubio. The pop-up Monica & Friends by Monica Sarti, vice president of White, will also be present at On the Beach, where, together with a group of companies she selected, she will discuss the evolution that led to the birth of the new "typical boutique" within resorts.
For the June 2026 edition, Chapters has been selected as the pop-up partner to interpret the On The Beach theme through a selection of brands that portray a new summer imagery: free, contemporary, and authentic. Curated by Federica Montelli, the program highlights new creative languages, emerging talents, and brands with strong potential. The collaboration between White and Gran Canaria Swim Week (GCSW) has been renewed for June and September 2026. The partnership starts with a presentation at On The Beach by designer Elena Morales, winner of the GCSW 2025 Award for Best Sustainable Collection.
WHITE RESORT AND ALLUMEUSE
As part of the collaboration between White Resort and Allumeuse, born to enhance the ever-closer dialogue between the worlds of fashion and hospitality, three talks open to the city are being held dedicated to the evolving relationship between these sectors and the increasingly central role that hotels and resorts play in the contemporary lifestyle ecosystem.
TALKS - JUNE 19
11:30 AM – 12:30 PM
The New Curators Beyond the Boutique: When hospitality becomes the new space for discovery
Alfredo Petrone – general manager of Grand Hotel et de Milan
Antonella Merli – marketing manager of Collegio alle Querce, Auberge Collection
Alexandra de Witt Montaudouin – curator & retail strategy consultant of Bvulgari Hotels & Resorts
Moderator: Elisabetta Canoro – journalist with international hospitality expertise
12:30 PM – 1:30 PM
The new boutique Model by Monica&Friends
Monica Sarti – ceo of Faliero Sarti
Cristina T – ceo & designer of Kristina Ti
Trudy Berger – luxury consultant & PR WDRINK
Lorenzo Franchini – co-founder & commercial director of Collanine Colorate
Moderator: Brenda Bellei – ceo of White Milano
2:30 PM – 4:00 PM
Resortcore: the cultural phenomenon reshaping fashion and distribution channels
Luigi De Santis – ceo of True
Barbara Rohner – general manager of Magna Pars
Moderator: Ornella D’Alessio – travel journalist
On The Beach powered by White Resort
June 18 - 20, 2026
BASE Milano
Via Tortona 54 - 20144
Photo: Massimiliano Bizzi, president of White, and Brenda Bellei, ceo of White, during the press conference for On the Beach, the new format powered by White Milano.
