QUESTION OUT

MILAN — The numbers are small, but the primary edition of White Resort was stuffed with energy.

The event, which took place in the course of the latest Milan Fashion Week for men, marks the return of the concept show established by Massimiliano Bizzi to run in June. A date historically dedicated to menswear, the format has been devoted entirely to beachwear, lifestyle and accessories for holidays and free time.

White Resort attracted greater than 60 brands and greater than 1,200 visitors to the Base ex-Ansaldo area from June 18 to twenty.

“White Milano used to cover menswear in January and June, but after COVID[-19], we focused on women only,” explained Simona Severini, head of fashion research, promotion and development of the fair. “A 12 months ago, we wondered concerning the opportunity to restart menswear, too, then we concluded that it was more exciting to speak in confidence to the resorts.”

There’s been a surge in demand for high-end products for beach holidays. “In the course of the women’s edition in September, requests for participation from beachwear corporations had consistently grown,” continued Severini, “and we understood that those buyers hardly fit within the womenswear season.”

The resort sector often makes its purchases between June and the tip of July, with deliveries starting in October and with the choice to restock until the next June since it’s a seasonless environment, not just for exotic destinations. For instance, a department store like Le Bon Marché in Paris keeps an area dedicated to beachwear/resorts all 12 months round. Meanwhile, the Bulgari Resorts in Dubai and Bali implemented their product range, especially for men, because male clients often leave home without shopping, counting on the products they may find within the boutiques upon arrival.

The trade show drew international buyers from Biffi, Belmond Hotel, Bergdorf Goodman, Boontheshop, Bulgari Dubai Resort, Degli Effetti, Harvey Nichols Doha, Isetan, Rinascente, Le Bon Marché, Mandarin, Neiman Marcus, Silvia Bini, Tessabit and United Arrows, amongst others.

“Resort collections are growing again, as you’ll be able to see from big luxury maisons corresponding to Dior, Valentino, Gucci or Dolce & Gabbana competing for the takeover of probably the most beautiful beaches and resorts in Italy and abroad. Online shopping, too, has, in reality, de-seasonalized swimwear and beachwear that will be purchased all 12 months round,” Claudio Betti of Spinnaker, the chain of boutiques between Portofino, Santa Margherita, Sanremo and Alassio in Liguria, Italy, told WWD.

The standard of the products is increasing and Severini and her team have focused on this aspect. “There should be common elements of comfort and easiness to wear. Then the collections develop their craft, pattern and materials peculiarities,” she added.

The special guest of the event was the British brand Oceanus, founded by designer Hannah Attalah to supply women with bikinis and coordinated pieces produced from recycled and eco-friendly fabrics, then embellished with handmade embroidery with Swarovski crystal appliqué.

Bukawaswim also stood out, an organization based in Monte-Carlo that prints revolutionary and recycled fibers, corresponding to Econyl, with delicate watercolors.

Nema is a Greek brand focused on embroidered pieces, mixing ethnic and bohemian touches with a Greek twist. Alienina develops a group of sustainable accessories handmade in Italy using a conventional braiding process. And J’Essentia, born in Sicily, mixes craftsmanship and industrial production for dresses, tunics, scarves/pareos and bags.