The curtain falls on White Resort, the summer edition of the White Milano trade show, aiming to offer a tailor-made formula for concept stores, boutique hotels, high-end resorts, international department stores, and operators looking for fresh and sustainable proposals. During the event days, the White team offered a matchmaking activity with a concrete and highly personalized support to buyers, studying in advance the brands best suited to the profile of each boutique. The event was held under the patronage of the Municipality of Milan and with the support of Maeci, Ice-Agenzia, and Confartigianato Imprese, confirming the commitment to supporting small and medium-sized enterprises, promoting Made in Italy, and stimulating exports to high-profile markets.
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International buyers were at the forefront, recording a 35% increase in foreign attendance, compared to the previous edition, and confirmed the stable participation of Italian buyers. Among the luxury hospitality companies present are Belmond, Rocco Forte, Canne Bianche, Villa Oliva, Hotel Kaiserlodge, and others. Concerning boutiques, from America, there were names such as Fearrington Village, Jupiter Island, Saks Global, Everything But Water, Jeffrey Westport, Coco Boutique and Malva (Colombia); from Japan, important players such as United Arrows, Ships, Sanki Shoji, Matsuya, Tokyo Dept., N.LTD, Hankiju and Takashimaya. There is also a strong presence from South Korea, with LF Corp and Kream, and from the Middle East, today among the most dynamic markets for high-end beachwear: Hamac, Concept N, Wild Fabrik, Harvey Nichols (Doha and Riyadh), La Elegancia, Galeries Lafayette Doha, Rubayiat, Royal Atlantis and AW Rostamani. Also present were buyers from Turkey (Vakko), Russia (Crocus), and a solid European contingent with Aura Boutique, Yowe, El Ropero 1961, The Feeting Room, Havana (Ireland), Calceis PennatiseWhiteBoutique (Greece), FirisBoutique (Austria), Abseit (Germany), and the big French names Le Bon Marché and Le Samaritaine. Important presence of Italian brands including Chapters, Coin, La Rinascente, Dell’Oglio, Gaudenzi, Sugar, Tessabit, Gente, Wait & See, Dantone, and Imarika.

“M.Seventy Group, the organizer of White, confirms its ability to anticipate trends with the Resort format, which has attracted high-profile international buyers, enthusiastic about the offer. We are proud of the atmosphere created: a sort of widespread and curated showroom, where each buyer has received personalized attention. It is the result of teamwork built over time, which has involved the entire White team. This formula has worked and we are already working to export it”, explained Massimiliano Bizzi, founder and artistic director of White.

A special initiative of this edition was the partnership with Gran Canaria Swim Week, one of the main European events dedicated to beachwear. A dialogue that confirms the desire to build a global network of complementary events, capable of enhancing the most interesting brands and collections of the season. Between innovation and vision, White Resort is also storytelling, culture, and identity. Rebirth, a Saudi boho-luxury brand part of the Saudi 100 Brands project, chose Milan to present its vision between heritage and contemporary design. A presence that strengthens the strategic link between White and the Gulf markets, now more than ever, protagonists of a new international scenario.