The first edition of White Resort in Milan, the new format dedicated to the swimwear and resort wear fashion segment, just ended. Many companies and exhibitions have presented previews for the SS 2024 season during the event, which took place from June 18 to 20, 2023 at the Base Ex Ansaldo spaces, via Tortona 54, Milan. The event was held in conjunction with Milan Men's Fashion Week, marking the return of White in June, as already happened in the pre-pandemic period.

Prestigious international buyers visited White Resort, including Biffi, Belmond Hotel, Bergdorf Goodman, Boontheshop, Bulgari Dubai Resort, Degli Effetto, Harvey Nichols Doha, Isetan, La Rinascente, Le Bon Marché, Mandarin, Neiman Marcus, Silvia Bini, Tessabit, and United Arrows. The event also raised great interest from the most important international magazines bringing the number of visitors to over 1200.

White Resort created with the patronage of the Municipality of Milan. Barbara Mazzali (councillor for Tourism, Territorial Marketing, Fashion and major events of the Lombardy Region), Carlo Capasa (president of the National Chamber of Italian Fashion) and Mario Boselli (honorary president of the National Chamber of Fashion) were present at the ribbon fell, signaling the grand opening of the event. The event confirms again the sinergy between the Institution and White, with the aim of continuing to support the talents of the fashion sector, interesting international realities and the excellence of Made in Italy.

The event represented an occasion to present the 2024 beachwear and resort collections, from swimsuits to clothing, including the footwear, bags and accessories segments. The brands were selected by the team led by Simona Severini, general manager of White, according to the typical criteria adopted to maintain a high-level brand mix, which focuses on the quality and creativity of the products, on the sustainability of production and on discovery and promotion of new talents in the fashion sector.

The exhibition hub was especially designed by Massimiliano Bizzi, founder and artistic director of White, and dedicated to a sophisticated and glamorous holiday mood, in which the collections are displayed in gazebos that recall the ones that characterize the beaches of luxury resorts. Structures in white wood completed by white drapes in natural materials, such as cotton and linen, and by decorative elements and furniture made of rope, wood and other sustainable materials. "I am very happy that White put himself on the lire with a new project. We have every intention of continuing to invest to ensure this specific sector can find in White Resort, in Milan, a global point of reference,” said Massimiliano Bizzi, founder of White.

An interesting space inside White Resort was the Suk, an open space area with a strong commercial appeal in which a selection of brands with small collections but strongly in line with the characteristics of the event are exhibited. Brands on display included Bukawa Swim, Giosi Beachwear, Selia Richwood, Gaia Canciani, Virginia Varinelli, Honest the Label.

The special guest of the first edition of White Resort is the British brand Oceanus. Fashion designer Hannah Attalah founded Oceanus to give women a means to express and enhance their individual beauty. This is done through bikinis, co-ords and dresses that recall the glamorous style of the 1980s. Each garment of the collection is made from recycled and ecological fabrics, then embellished with handmade embroidery with Swarovski crystals applied.

Next edition of White Milano and WSM
September 22 - 25, 2023
Tortona District
via Tortona 27-45
20144 Milano
www.whiteshow.com

Photo: from left Brenda Bellei, Carlo Capasa, Massimiliano Bizzi, and Barbara Mazzali during the inauguration of White Resort. Courtesy image