New Resort Concept Makes Its Debut in Milan 

With "On The Beach powered by White," a new concept has launched in Milan that brings together resort fashion, lifestyle, and hospitality.

About 100 selected brands participated in the first edition, held from June 18 to 20. Visitors included international buyers from the fashion retail sector as well as representatives from the luxury hotel industry, including buyers from Bulgari Hotels & Resorts, Printemps, Galeries Lafayette, and Wolf & Badger. 

The concept developed by White is designed as a platform at the intersection of fashion and tourism. The focus was on resortwear collections, complemented by expert discussions on current developments in the hospitality sector. In addition, new partnerships with the agencies TRUE and Allumeuse were announced; these agencies will support the project in the future by facilitating international networking with hotel and resort partners. 

Following the opening event, On The Beach will continue from September 24 to 27 as part of White Milano. At the Nhow Hotel in Milan’s Tortona District, the event will have its own exhibition area, once again dedicated to the resort segment and its growing importance to the international fashion industry.