Milano Fashion Week
WHITE Resort 2025
*Resets the Rules in Milan
written Amanda Mortenson
Milan, late June—Resortwear found its reset button. At the 2025 edition of WHITE Resort, held at Superstudio Più in Via Tortona, the language of summer dressing stretched beyond seasonality. It fused global luxury, smart matchmaking, and slow living into a platform that felt less like a trade show and more like a carefully orchestrated rhythm of exchange.
From the first step through the Garden’s curated paths, WHITE reasserted itself as a soft power force within Milan’s style scene. Less spectacle, more intention. Each booth, each piece, each buyer-to-brand moment echoed a shared logic: summer dressing is no longer a niche, but the pulse. The format drew global attention and sealed its positioning as a resortwear laboratory, fusing elegance and functionality through a lens sharpened by sustainability and story.
WHITE Milano Resort 2025
June Edition
WHITE Milano Resort 2025
June Edition
International presence surged. A 35% increase in foreign buyers underlined the weight this edition carried. Representatives from Japan’s United Arrows, France’s Le Bon Marché, and Saudi Arabia’s Rubaiyat moved through the space with purpose. From boutique hotels to luxury resorts, key names like Royal Atlantis, Belmond, and Hotel Kaiserlodge were on-site,scouting and closing. The Middle East, particularly, stood out (not as a trend, but as a central axis) of beach luxury and contemporary taste.
WHITE’s brilliant team again provided bespoke support to these buyers, identifying collections aligned with their DNA ahead of time. The result was meaningful encounters and actual business outcomes. Boutique names from the U.S.—Fearrington Village, Everything But Water, and Coco Boutique—mingled with fresh Latin American voices like Malva from Colombia and European staples like Abseit (Germany) and The Feeting Room (Portugal).
“We created a curated, widespread showroom where each buyer received personal attention, a formula that worked. We're now working on exporting it.”
Massimiliano Bizzi, the Founder of WHITE
WHITE Milano Resort 2025
Gran Canaria Swim Week, June Edition
WHITE Milano Resort 2025
June Edition
WHITE Milano Resort 2025
June Edition
Gran Canaria Swim Week took up residence in its dedicated exhibition space, a strategic partnership designed for longevity. Its presence signaled a new frontier for European swimwear, a continent-crossing collaboration that draws Gran Canaria’s creative identity into Milan’s orbit. Through this alliance, the event deepened its function as a connector.
The brand lineup hit a rare balance—global but tight, niche yet commercially potent. From the conscious elegance of Vivia Resort and Athoa to the relaxed silhouettes of Be Sunset and Niluu, WHITE Resort’s offerings spoke the language of subtle luxury. Tailored but loose. Lightweight but sharp. There were no high-decibel trends, only a soft confidence that translated through texture, drape, and detail.
Accessories amplified the tone with a precise curation—Tkees, Maison Lana, Azman Perfumes, De Siena, and Van Den Abeele offered statements that didn’t shout. Each object acted as punctuation to the garments, extending the narrative rather than disrupting it. The return of Rebirth—a Saudi brand under the Saudi 100 Brands project—was a touchstone. It stood as a watermark of intent: WHITE is building something lasting with the Gulf, through creativity and cross-cultural dialogue.
Even menswear found its moment in the Lounge with Summer Games and Alexandre Hekkers, among others. The pieces echoed the broader WHITE language: fluid silhouettes, ethical sourcing, thoughtful design.
Courtesy cars by Renord ensured the city flowed as the show did, while the food & wine partners—Italian Wine Brands, Pantura, Ape Cesare—anchored Milanese hospitality at the event’s core. WHITE Resort 2025 arrived to redirect the current. This was an edition that leaned into continuity over noise, intimacy over overload. A platform, a filter, a gathering of those rethinking how summer moves through clothing, commerce, and culture. Thanks for inspiring us!
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(c) WHITE MIlano June 2025