The second edition of White Resort closed successfully, reaching 1,562 visitors, primarily international buyers and press representatives, with 65% of buyers coming from abroad such as Bloomingdale's, H.Lorenzo, Hotoveli, Rubaiyat and Westerly, Kult Resort, from the United Arab Emirates Bulgari Resorts, Royal Atlantis Group, and Sand Dollar, from France Le Bon Marché. 35% from the domestic market including Antonia, Belmond Hotels, Biffi, Dantone, Eraldo, Gaudenzi, 10CorsoComo, La Rinascente, Rocco Forte Hotels, Silvia Bini, Six Senses, Sugar.

The White June format was conceived for a niche market that is currently expanding, to present new prêt-à-porter collections from brands embodying this edition's summery DNA. It provides a meeting place, where to engage, conduct research, and make purchases, for buyers from emerging markets who are now exploring beyond their traditional boundaries, and influenced by international fashion trends.

“As a group, we believe that nowadays there is a growing tendency to experiment with new formulas to engage with different markets and discover new sources of creative and commercial energy. Launching a new event at this time is undoubtedly a bold move, but it has rewarded us greatly. The atmosphere and the turnout of these three days have shown that we must continue on this path, which is giving positive results for both us and the entire Fashion Week. It has benefited from the participation of important foreign buyers who haven't visited Milan in a long time” said Massimiliano Bizzi, founder of White.

A meticulous, continuous, and rewarding research effort has allowed White to bring together companies from around the world for this edition through extensive scouting. White's team has identified the most suitable collections for this new format, selecting designers known for their originality, unique materials, special production techniques, and the rich stories and cultures they represent. Agua by Agua Bendita was the protagonist of a Special Area dedicated to the preview of the “Aurora” collection, Victor Showroom, one of the most renowned international realities in the current fashion scene, presented the men's and women's collections of brands like Dunst, Tonywack, and Le17Septembre Homme. The final Special Area was the one set up in the Lounge space by Summer Games, which exhibited a portfolio of brands that push creative boundaries, with a wide variety of backgrounds. Among these: are Who Decides War, B1Archive by Ben Taverniti, Hatton Labs, Midnight Rodeo, Shay, and the in-house brand Summer Games which added a lively touch to the mix with a sporty-luxury attitude.

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