White Milano Launches Trade Show Focused on Resorts

RESORT VIBES: After dropping two of its four annual events in 2022, the trade show operator White Milano is back in June with a dedicated show at the station alongside Milan Men's Fashion Week.

In 2022, the company streamlined its offer to two shows per year, synchronized with the market of womenswear in February and September, as it aimed to capitalize on the number of shoppers in town during these events.

Highlighting growing interest in resort apparel, the trade show is launching White Resort, June 18 through 20 in the Base-Ex Ansaldo spaces in Via Tortona, one of his usual places.

Related Galleries

Self-presented as a bridge between the many small and medium-sized Italian fashion companies and international markets and buyers, the show will invite a roster of local – and international – brands in resortwear, as well as brands in beachwear and accessories.

"Marked by the energy and commitment that we have always had through our initiatives, l The White team is back with an event during [Milan Men's Fashion Week], following the great excitement around the White Milano Women's Fashion Show [held February 24-27] , we are confident that White Resort will be able to offer a high quality selection of resort and travel apparel to international markets and buyers in major concept stores,” said Massimiliano Bizzi, Founder of White.

Bizzi has always expressed his love for Milan and its fashion community, refining the White experience for reflect changing times, trends and business needs.

Example: The trade show operator introduced the menswear-focused WSM format in June and January with a focus on streetwear as the category was booming, then moving towards sustainability as the latter took center stage in the industry conversation. WSM has been integrated into the White Milano fair which has been held twice a year since 2022.