Fashion Event

WHITE | Sign Of The Times

Photo: Courtesy of WHITE

WHITE, the most important showcase of contemporary fashion for emerging designers and stylists that takes place twice a year during Milan Fashion Week, returns from June 18th to 20th and presents WHITE RESORT, the new content show dedicated to the swimwear and resortwear fashion segment. A format that introduces several new features to the event, an increasingly global and research-based showcase that for over 20 years has been connecting the designers to new markets, fundamental elements that define WHITE as an appointment of reference for buyers and for the international press.

WHITE RESORT will take place in the spaces of BASE - Ex Ansaldo in Via Tortona 54, in Milan’s Fashion District and, in conjunction with Milan Fashion Week dedicated to the Men’s Fashion.

Photo: Courtesy of WHITE

“As in all sectors, even in fashion, the Big Brands have more weight and visibility, from catwalks to national TV to the Web, but our fashion industry is also made by many micro- enterprises, which are in the hands of as many young men and women entrepreneurs in fashion and design. These are going out to conquer foreign buyers, thanks to ‘White, the showcase of a lesser-known Made in Italy, but also an expression of luxury research and uniqueness.” said Barbara Mazzali, Councillor for Tourism, Territorial Marketing, Fashion and Major Events of Regione Lombardia in relation to the opening of the new format.

WHITE RESORT will host a heterogeneous group of international brands of clothing, footwear and beachwear accessories, selected by the sales team led by Simona Severini, general manager at WHITE, according to the typical criteria adopted to maintain a high-level brand mix, which focuses on the quality and creativity of the products, the sustainability of the production and the discovery and promotion of new talents in the fashion industry. The selection will propose a new vision defined as urban resort, a style that integrates resort wear into the everyday wardrobe of the modern woman.

“Due to the pandemic the needs of consumers have changed and we have witnessed an increased desire to resume traveling, discover new places, and have different experiences. This has brought about a shift in the way consumers buy, which takes into account this desire preferring it over old habits. To this day, taking a trip and buying clothing that is appropriate to the destination environment is a necessity for consumers. We are confident that this launch edition can reach the interest of buyers from major boutiques and resorts, with brands selected following criteria such as careful stylistic research, innovative designs and attention to sustainability in production and materials. “ Simona Severini, General Manager of WHITE.

Photo: Courtesy of WHITE

The collections will be showcased in an exhibition hub specially designed by Massimiliano Bizzi, founder and artistic director of WHITE, that reflects the mood of the resort. An environment inspired by a sophisticated and glamorous holiday mood in which the collections are displayed in gazebos that recall the ones characterizing the beaches of luxury resorts. Structures in white wood completed by white drapes in natural materials, such as cotton and linen, and by decorative elements and furniture made of rope, wood and other sustainable materials.

So many designers have joined the project. A list of more than 50 brands all belonging to the resort and out-of-water clothing segment.

Also for WHITE Resort, the spotlight will be on an exceptional brands, selected for its originality, quality and sustainability of its creations.

Among the various names is ÁGUA DE COCO, a Brazilian brand that began as a swimwear line, which over the course of the collections has expanded its range of products including accessories and clothing.

PARAMIDONNA offers beachwear that is flashy and modern, inspired by the teenage memories of designer Donika Ancheva.

Photo: Courtesy of WHITE

NEMA Resort Wear, made in Greece, is a brand of clothing specialized in the creation of colorful dresses embellished with decorations with an ethnic and bohemian style. Hellenic culture is also a source of inspiration for Pearl & Caviar, a line of resort garments reminiscent of the minimalist and geometric style of Greek architecture. Clean lines and embroideries made entirely by local artisan.

Accessories and footwear from the resort world include La Milanesa, a brand that has been loyal to WHITE for several editions, which employs recycled fabrics to create lively, playful bags. They take part to numerous social projects promoted by founder Cinzia Macchi, who will present a special capsule collection during WHITE Resort.

A special guest of the first edition of WHITE Resort is the British brand OCEANUS.

Photo: Courtesy of WHITE

Fashion designer Hannah Attalah founded Oceanus to give women a means to express and enhance their individual beauty. This is done through bikinis, co-ords and dresses that recall the glamorous style of the 1980s. Each garment of the collection is made from recycled and ecological fabrics, then embellished with handmade embroidery and Swarovski crystals applied.

Another interesting space inside WHITE Resort is the Suk, an open space area with a strong commercial appeal in which a selection of brands with small collections but strongly in line with the characteristics of the event are exhibited. Among the brands showcased in the Suk are Selia Richwood, Gaia Canciani, Honest the Label, Reina Olga and many others.