A Review of White Resort 2026
Where Resortwear Meets the New Luxury Travel Economy
written KLAAS HAMMER
Milan was in the grip of soaring summer temperatures, yet the city's fashion crowd arrived at WHITE Resort – On the Beach powered by WHITE with unmistakable energy and curiosity. From 18 to 20 June 2026, BASE Milano became the setting for a new dialogue between fashion, travel and hospitality, where visitors explored curated resort-wear collections, discovered fresh lifestyle concepts and joined insightful conversations on the evolving luxury hospitality landscape.
Marking its debut, the new format introduced a dedicated platform for resort fashion, bringing together around 100 carefully selected brands alongside an international audience of buyers, industry insiders and hospitality leaders. Representatives from Bulgari Hotels & Resorts, Printemps, Galeries Lafayette and Wolf & Badger were among those attending, underlining the growing importance of the resortwear category as luxury travel continues to shape contemporary fashion consumption.
More than a traditional trade fair, WHITE Resort positions itself at the intersection of fashion and destination culture, reflecting a shift towards lifestyle-driven retail and new commercial ecosystems. Through newly announced partnerships with TRUE and Allumeuse, the platform aims to strengthen international connections between fashion brands and some of the world's most prestigious hotels and resorts, opening new avenues for visibility, collaboration and global expansion.
Following a promising first edition, On the Beach powered by WHITE will return from 24 to 27 September 2026 during WHITE Milano, occupying a dedicated space at the Nhow Hotel in Milan's Tortona district. As resortwear continues to evolve from a seasonal niche into a strategic business segment, WHITE's newest concept offers an inspiring glimpse into the future of fashion, one where luxury, travel and lifestyle seamlessly converge.
all images (c)
White Milano Press