White Milano returns with a resort format entirely dedicated to midsummer fashion. The White June edition, sponsored by Regione Lombardia and Comune di Milano, scheduled from June 15 to 17, 2024 at Superstudio Più, via Tortona 27, will be the container where to discover and appraise the novelties of 2025.

This edition will feature elegant and refined summer fashion, ranging from prêt-à-porter collections to resort capsules, suitable for several occasions (from a day at the beach to evening cocktails) while preserving the perfect balance between the sophistication of a refined look and the freedom it gives while wearing it.

Around 100 brands from all over the world will take part in the event, recognizing White as one of the most established and consolidated showcases in the industry. The collections selected for this edition, spanning from apparel to accessories, address the growing market for a versatile summer wardrobe that can be adapted for different occasions, matchable, yet always stylish and of high quality.

“We are always very attentive to the market evolutions within our sector. Today, the Resort world represents a great business opportunity for our companies. Some of the most important Resorts worldwide, both existing and upcoming, especially those in the Middle East, are increasingly seeking innovative research brands. For this reason, we remain committed and continue to invest in this initiative”, said Massimiliano Bizzi, president and founder of White.

“White Resort took part in the first edition of the Red Sea Fashion Week held in Saudi Arabia in the beautiful location of the St. Regis Resort, presenting a selection of Made in Italy brands that have achieved important successes in terms of communication and potential for business development. There are many accommodation facilities featuring exquisite boutiques throughout the Saudi area that will soon open their doors, so it is our intention to fully integrate our White Resort format with the opportunities that this area can offer” added Brenda Bellei, ceo of M.Seventy.

One of White's key strengths is maintaining a meticulously curated brand mix, that is the result of months of research and numerous travels to discover new fashion talents and projects that stand out for their creativity. "The idea of White June is to present a transversal wardrobe, offering ‘no season’ solutions where typical summer materials, designs, and colors blend harmoniously into year-round clothing. The concept of summer wear for White, which has always had a tight bond with prêt-à-porter, – isn’t limited to the element of water. To us, summer and resort fashion represents a way of life and a style that transcends traditional seasonal boundaries, It reflects a growing trend towards a more conscious way of dressing” stated Simona Severini, general manager of White.

The participating brands include Agua by Agua Bandita, which is dedicated to a special area; the cosmopolitan style and traditional Indian craftsmanship of Sruti Dalmia; Tallulah Resortwear’s sustainable luxury; the Greek label Kanzu; and Adriana Degreas, the brand merging cool-chic Brazilian style with innovative and cutting-edge design.

White June, which can also count on the collaboration with Denise Togni and Lucia Missoni, owners of Studio360 Showroom in Milan, will also feature two exclusive showroom spaces: Victor Showroom and Summer Games. Victor Showroom is one of the most renowned international showrooms on the current fashion scene, famous for representing talented designers of the new generation, many of whom are already appreciated on the international market. Hosted in the Lounge space, Summer Games exhibits a portfolio of boundary-pushing brands with a cultural variety of backgrounds.

White Resort
June 15 - 17, 2024
Superstudio Più
via Tortona 27 - 20144 Milano
www.whiteshow.com

Photo: Agua by Agua Bandita