White Resort focuses on quality - Underlines Magazine

White’s format dedicated to Resortwear Collections will be staged in Milan’s iconic Via Tortona-Superstudio Più, from June 21-23.

The up-and-coming trade event aims to become a beacon in this industry segment. We spoke to Simona Severini, the event’s General Manager.

How successful was the 2024 edition of White Resort and will you be making any major changes this year?
We were extremely pleased with the results of the 2024 edition of White Resort. Not only did we see a significant increase in the number of visitors, but what excites us the most is the quality of the visitors who took part in the event. Alongside the buyers who usually attend other White editions, White Resort attracted a highly selective group of industry professionals. Top fashion buyers who purchase for boutiques and concept stores in prominent resort locations, selecting brands to offer to the clientele of the finest boutique hotels around the world.

Can you tell our readers who your target audience is?
White strongly believes in the potential of the resort fashion segment, and the launch of the Resort edition is a direct response to the growing demand for this type of product, which has seen continuous and steady development in recent years. For us, the concept of “resort” is not limited to summer fashion alone, but embraces a broader and more sophisticated vision. It’s a style designed for relaxation and leisure, to be experienced in various settings, whether it’s a stay in a beautiful seaside location, a historic village away from the hustle and bustle of the city, or a retreat immersed in mountain nature. Our target audience includes precisely these entities, where the experience becomes a complete and refined journey: from the prestigious location to the meticulously curated entertainment, without forgetting the shopping with carefully selected brands, to ensure a unique and high-level experience.

How many brands will be exhibiting this year?
Again, for the 2025 edition, we have decided to maintain an exclusive brand mix, made up of around one hundred collections. As with all our events, selection remains a crucial element: our goal is to identify the collections that align perfectly with our vision and the White project. For us, quality is always a priority over quantity, and for this reason we intend to expand our brand mix gradually, season after season, ensuring that each addition meets the high standards that distinguish our event.

What first time brands will be exhibiting and are there any standout brands visitors should look out for?
The brand mix at White June 2025, as with every other edition, is the result of careful scouting that takes into account numerous factors, including shifts in market demand. This leads to a natural evolution of the brand mix, where established collections are joined by emerging labels that have successfully combined creativity, sustainability, and innovation. Among the collections featured at White Milano during the June event are beachwear lines from Love Stories, Mymarini, Teti Milano, From Bikini, Noodle, and Genny Spadea. For resortwear, new entries include The Lulo Project, Be Sunset, Athoa, and Miss June. Lastly, accessory and jewelry brands such as Peracas and Van Den Abeele will also be present.

You have a new partnership with Gran Canaria Swim Week, what does this entail and why is it important?
The partnership with Gran Canaria Swim Week represents a key element in the ongoing development of White Resort. The main goal of this collaboration is to strengthen Europe’s position as the epicentre of resort fashion, establishing it as an international point of reference for the industry. Thanks to this synergy, a direct bridge is created between Italy and Gran Canaria, through which Gran Canaria Swim Week will be able to carry out research, networking, and develop new business opportunities at White. At the same time White will bring its expertise and its brands to Gran Canaria Swim Week in an entertainment-driven context, seizing the opportunity to gain (and simultaneously reinforce) visibility for this emerging event that is increasingly drawing the attention of industry professionals.