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15 Apr

White Milano Debuts Resort-focused Trade Show

RESORT VIBES: After ditching two of its 4 yearly events in 2022, trade show operator White Milano is back in June with a resort-focused fair in tandem with men’s fashion week in Milan.

In 2022, the corporate streamlined its offering to 2 fairs a 12 months, timed with the womenswear market in February and September, because it aimed to capitalize on the variety of buyers on the town during those events.

Pointing to a growing interest for resortwear, the trade show is debuting White Resort, running from June 18 to twenty on the Base-Ex Ansaldo spaces on Via Tortona, one among its usual venues.

Self-billed as a bridge between the various Italian small and medium-sized fashion enterprises and international markets and buyers, the fair will invite a roster of local — and international — brands within the resortwear arena, in addition to some beachwear and accessories labels.

“Marked by the energy and commitment that we’ve all the time had across our initiatives, the White team is returning with an event during [Milan] Men’s Fashion Week. On the heels of the strong enthusiasm for the womenswear White Milano trade show [held Feb. 24 to 27] we’re confident that White Resort will have the ability to supply a high-quality number of resort- and travel-leaning fashion to international markets and buyers at leading concept stores,” said Massimiliano Bizzi, founding father of White.

Bizzi has all the time been vocal about his love for Milan and its fashion community, fine-tuning the White experience to reflect the changing of time, trends and business needs.

Working example: the trade show operator introduced the menswear-leaning WSM format in June and January with a deal with streetwear because the category was booming after which shifted gears toward sustainability because the latter took center stage within the industry’s conversation. WSM was folded into the White Milano trade show held twice a 12 months since 2022.

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