On The Beach, the new project powered by White dedicated to resort fashion, lifestyle, and hospitality, debuted, presenting 100 select resortwear brands and establishing itself as a new meeting platform between brands, buyers, and luxury hotel operators.

On the Beach returns in September

Born as a spin-off of White Resort, the format will return from September 24 to 27 at the Nhow Hotel in Milan, with an area entirely dedicated to the resort world during White Milano, in the Tortona District. The event was held under the patronage of the Lombardy Region and the City of Milan, with the support of MAECI – Ministry of Foreign Affairs
and International Cooperation, ICE Agency, and in partnership with Confartigianato Imprese.

"The innovation introduced by the M Seventy Group through the creation of an original and distinctive format opens up new development opportunities for companies in a previously little-explored segment: international resorts. The agreement with True and the discussions already underway with another strategic partner will allow companies to reach the world's leading resorts, creating opportunities for visibility, networking, and commercial growth. The vision, identified ahead of the market, captures the potential of a new business model linked to the hospitality and hotel industry, an area destined to become increasingly central in companies' international development strategies. The next edition of On the Beach will also align with this vision. It will be hosted in a dedicated space during White, offering brands a platform to present collections, develop strategic relationships, and identify new business opportunities internationally," said Massimiliano Bizzi, founder and president of White.

The partnership with True and Allumeuse

Among the key innovations emerging from this first edition was the strategic collaboration with True, the agency founded by Luigi De Santis, specializing in integrated communications, local marketing, and the promotion of high-end tourism, and with Allumeuse, an international communications and public relations firm active in the lifestyle, hospitality, fashion, design, and tourism sectors. The program was rounded out with thematic talks dedicated to the sector's main trends and prospects, enlivened by the participation of opinion leaders and key professionals in the tourism sector.

International buyers' opinion

International buyers confirm On the Beach's success, highlighting the quality of the selection, the discovery of new brands, and the concrete business opportunities the event offers. "Our experience was extremely positive and stimulating. The event proved to be an important opportunity to discover new brands and delve into particularly interesting creative ventures. Among the brands that most caught our attention were Teti Milano and North Beachwear. We also really appreciated the Colombian section, Makeno, which offers a selection of brands rich in personality and innovative content. Our real crush was Zanatany Concept, thanks to its raffia bags embellished with original and refined charms. Finally, we particularly appreciated the shopping experience offered by Chapters, which offers an engaging and distinctive approach to the product. Overall, On the Beach proved to be an event full of discovery, inspiration, and new opportunities," commented Cassandra Panganiban and Pauline Pellen, buyers at Galeries Lafayette (France).

The main initiatives at the first edition of On the Beach powered by White

Among the protagonists of the recently concluded edition were 12 Colombian brands selected by Makeno (Medellín), a concept store founded by Paola Betancur and Manuela Rubio and now a reference point for contemporary Latin American design. There was also space for Monica & Friends by Monica Sarti, recently appointed vice president of White: a project that interpreted the evolution of the boutique concept within resorts through a selection of excellence in the segment. Also present at On the Beach was Chapters, a project curated by Federica Montelli, a pop-up dedicated to international brands that convey a contemporary, authentic, and sophisticated vision of summer.

The partnership between White and Gran Canaria Swim Week (GCSW) has been renewed for June and September 2026. As part of On The Beach, designer Elena Morales, winner of the GCSW 2025 Best Sustainable Collection Award, was presented. The initiative, promoted by Gran Canaria Moda Cálida together with the Cabildo and the Gran Canaria Chamber of Commerce, aims to strengthen the internationalization of the island's brands. Promotion, networking, and international communication activities aimed at buyers, the press, and industry professionals are planned for 2026, in addition to GCSW's presence in the On The Beach and White Milano projects.

On the Beach powered by White Milano
September 24 - 27, 2026
Nhow Hotel
Via Tortona 35 - 20144 Milano

Photo: Massimiliano Bizzi and Brenda Bellei, president and ceo respectively of White Milano