White confirms June edition: three days dedicated to resort fashion

Winning recipe does not change: White, a brand that belongs to Brenda Bellei and Massimiliano Bizzi's M.Seventy, has confirmed the third edition of the format dedicated to Resort collections. It will be staged from 21 to 23 June, during Men's Fashion Week, in the spaces of Superstudio in via Tortona, with the patronage of the Milan City Council, the support of the Ministry of Foreign Affairs, Ice, and in partnership with Confartigianato Imprese.

"The market segment dedicated to resort wear," reads a note, "has seen a significant evolution in recent years, not just limited to a niche, but a true global trend phenomenon. More and more consumers, in fact, are looking for garments that combine elegance with comfort, able to adapt to different situations, from travel to everyday life, from relaxing on the beach to an elegant event in an exotic location. The increasing focus on a cosmopolitan lifestyle has made resort wear a crucial segment for the collections of many brands, which focus on versatile and quality solutions for the modern consumer.

The event was born as a showcase for a transversal and no-season total look, interweaving the fashion-luxury, travel and hospitality sectors, and involved international brands such as Agua by Agua Bendita, Adriana Degreas, Fisico, La Milanesa, Bikinville. In previous editions it has attracted international partners from markets such as Indonesia, Turkey, the Middle East: the 2024 edition - which counted 101 international brands - had 1562 visitors, mainly international buyers and press, 65% of whom were foreign nationals. Among those present were Bloomingdale's, H, Lorenzo, and Otoveli from the United States; Rubaiyat and Westerly from Saudi Arabia; Bulgari Resorts, Royal Atlantis Group and Sand Dollar from the Emirates; and Harvey Nichols from Qatar..

"The June event confirms itself as a reference point for the fashion industry market," the note continues, "capable of anticipating trends and attracting a highly select audience of buyers alongside the regular buyers at our show. These buyers represent exclusive realities - luxury resorts, boutique-hotels and concept stores in important tourist locations - that usually do not attend canonical sales campaigns but find in White June the ideal moment to finalise their purchases for the new season".

2025 marks an important anniversary for White, which began as a contemporary and research fashion show and has evolved in line with market transformations and the new needs of companies. The latest step in this evolution is the birth of the Circle project, conceived by White's CEO Brenda Bellei with Monica Sarti of Faliero Sarti, and sealed by the agreement with Retail Leaders Circle signed in Riyadh that brought White to Saudi Arabia with a pop-up store.