The first edition of White Resort, a new exhibition format dedicated to the resort and beachwear collections organized by White Milano, the international trade show of contemporary fashion and emergent talents chaired and founded by Massimiliano Bizzi, will be held from June 18 to 20, 2023 in the Base-Ex Ansaldo spaces, via Tortona 54 in Milan. Simona Severini, director of Fashion Research, Promotion, and Development of White reveals in this interview the main news of the event, it will host brands with innovative design, marked creativity, and attention to sustainability. In a space designed ad hoc for the exhibiting companies.

White Milano, the international contemporary fashion showcase, launches the first edition dedicated to the resort collections, one of the fastest-growing market segment. For what need was ​​White Resort born?

We have been working on the resort project for a year, even if White has always "occupied" the June and January dates before the pandemic with projects dedicated to men's fashion and pre-collections. Precisely because of the pandemic, consumer needs have changed. For a long time, the possibility of moving between countries was limited, and people's desire to travel again, discover new places, and have different experiences has increased. This has led to a change in their way of buying, which takes better account of this desire, preferring it to old habits. So today going on a trip and buying appropriate clothing for the destination has become a necessity for consumers.

We reflected on the fact that including this segment within the September event could have sacrificed the project. In the summer months, international buyers can devote a budget to the resort collections, while in September they concentrate on the purchase of prêt-à-porter clothing. The beachwear and resort segment have different sales times. We are confident that this launch edition will attract the interest of buyers from important boutiques and resorts.

What criteria have you adopted to select the companies exhibiting during White Resort, and how much space is dedicated to new-generation designers?

The criteria adopted for the selection of the brands for White Resort are the same that have ensured the success of White over the years: careful stylistic research, innovative designs, and attention to sustainability in production and the materials used. Strong creativity cannot be missing. As always we are committed to young designers and emerging brands. Many will be those who will take part in the White Resort. Among these is our special guest for this first edition Oceanus, founded by the very young Hannah Attalah. Oceanus is a young brand that is already conquering its own space in the beachwear sector thanks to creations with a playful mood inspired by the colors, prints, and designs of the 80s.

Will there be a focus on sustainability?

Having the most ecological impact possible on the environment is one of the goals of any brand. All the designers selected by White pay particular attention to sustainability, from those who do it through low-impact production processes to those who produce garments using natural or recycled materials. The new generation of fashion is already born with a green imprint in its DNA but also historical companies do their part by modifying production where necessary to respect our planet.

What does the setting looks like to enhance the Resort and Swim collections?

The binomial content container is a fundamental part of White's value. The content is composed of the brands that we select and that take part in our events. The container is the event itself that distinguishes us, not a simple fair and the presence of the exhibitors, but rather a space designed to make the most of each brand and help visitors to have the right key to understanding the brands on display. We have preferred an installation based on neutral colors, like white and ecru, and natural materials such as linen, rope, and cotton. All elements refer to resort environments and the beach. Instead of the dividing walls, which usually meet in White, wooden gazebos have been created, with soft white cloths that recall those of luxury resorts.

In July there will be Swim Week in Miami, the most important event dedicated to beachwear. A sector, also present at your June show, which instigates growing interest from international buyers. Do you have considered the opportunity to activate a link with Swim Week?

Everything is possible. At the moment, White needs to undertake the first step in complete autonomy. In the future, when we have consolidated the Resort format, we will be able to dedicate ourselves to its internationalization and establish many interesting collaborations.

What are the expectations of this first edition of White Resort?

We hope that the numerous loyal buyers, both Italian and international, will come and visit White Resort with the certainty that they will be able to find interesting products in line with our dna which is now synonymous with quality. The big challenge is to be able to capture the attention of the buyers of the boutiques inside the luxury resorts from all over the world, from whom we are already seeing a lot of positive feedback regarding their presence in Milan during the dates of our event.

Text and interview by Anna Rita Russo @modemonline

White Resort
June 18 - 20, 2023
Base-Ex Ansaldo
via Tortona 54
20144 Milano

Photo: Simona Severini, director of Fashion Research, Promotion, and Development of White.