From June 18 to 20, the inaugural On The Beach powered by WHITE Resort took place at BASE Milano in Milan, Italy.
The event was organized by WHITE, the internationally recognized contemporary fashion trade show that has become a key fixture of Milan Fashion Week since its launch in 2002. Renowned for discovering and nurturing emerging designers, WHITE has evolved into a global platform connecting contemporary brands with buyers and industry professionals from around the world.
Conceived as a preview of WHITE Resort, which will officially debut this September, the new initiative was designed as a business platform spanning fashion, luxury hospitality, tourism, and lifestyle. Despite temperatures exceeding 40°C, nearly 100 brands gathered in Milan alongside buyers, hospitality professionals, and media representatives from around the world, creating an energetic environment focused on exploring new opportunities within the growing resort market.
Summary
- WHITE Resort debuted its inaugural event, On The Beach, at BASE Milano, introducing a new platform that connects fashion, hospitality, tourism, and lifestyle.
- Nearly 100 brands participated, showcasing resort-focused collections and highlighting new business opportunities within the growing luxury resort market.
- Highlights included Chapters’ B2C retail pop-up, Makeno’s curated presentation of 12 Colombian brands, and Monica & Friends’ vision for resort boutique retail.
- The next edition of WHITE, taking place this September, will expand the WHITE Resort concept with a dedicated exhibition area and welcome KIMHĒKIM as its special guest.
Curating Brands for the Growing Resort Market
Across two spacious floors, the venue showcased a carefully curated selection of brands centered on the resort lifestyle, creating an atmosphere distinctly different from a traditional trade show. Swimwear, resortwear, handbags, footwear, and accessories designed specifically for luxury resort boutiques came together to present a complete lifestyle offering rather than individual product categories.
Among the standout highlights was Chapters, curated by Federica Montelli. Designed as a retail concept store within the exhibition, the space operated as a B2C pop-up where visitors could purchase products directly. Independent brands promoting a contemporary summer lifestyle filled the space, allowing guests to experience each brand’s identity while enjoying an immersive shopping experience.
Meanwhile, Medellín-based concept store Makeno presented a curated selection of twelve Colombian brands. Featuring vibrant colors, handcrafted details, and distinctive Latin American craftsmanship, the showcase attracted strong interest from both buyers and international media, further reflecting WHITE’s ongoing commitment to discovering emerging global talent.
WHITE Vice President Monica Sarti also presented Monica & Friends, a concept that reimagined the role of retail within luxury resort hotels. Rather than serving simply as points of sale, hotel boutiques were envisioned as immersive spaces where guests could experience a brand’s identity and lifestyle.
In addition, the exhibition featured a wide variety of brands offering swimwear, raffia footwear, crochet bags, handcrafted accessories, and other resort-inspired collections, illustrating the continued expansion of the global resort lifestyle market.
Fashion and Hospitality Continue to Converge
On the second day of the event, industry leaders from hospitality, retail, and fashion gathered for a series of panel discussions.
Conversations explored how hotels are evolving beyond their traditional role as accommodations into experience-driven destinations that integrate shopping, culture, wellness, and lifestyle. Speakers also examined how resort culture is reshaping fashion retail and creating new opportunities for brands seeking to connect with luxury travelers.
WHITE’s Vision for the Next Generation of Trade Shows
As luxury consumers increasingly seek experiences rather than products alone, resort hotels are emerging as important retail destinations where discovery, lifestyle, and commerce converge.
Created in response to this evolving market, On The Beach demonstrated a new vision for trade shows—one that extends beyond traditional wholesale formats to connect fashion, hospitality, tourism, and lifestyle through a single business platform focused on the growing resort economy.
In addition to strengthening its long-standing partnership with Gran Canaria Swim Week, WHITE continues to expand its international network through a strategic partnership with TRUE, a B2B platform serving the luxury hospitality sector, as well as its collaboration with Allumeuse, a specialist in luxury hospitality communications. Together, these initiatives reinforce WHITE’s ambition to build an ecosystem that extends well beyond the fashion industry.
The Next Chapter: WHITE Returns This September
That vision will continue when WHITE returns to Milan’s Tortona Fashion District from September 24–27. The upcoming edition will introduce a dedicated WHITE Resort area, expanded exhibition spaces, and new sections while welcoming an even larger international audience of buyers.
The event will also feature KIMHĒKIM, the label founded by Korean designer Kiminte Kimhēkim, as its special guest. Internationally recognized for combining traditional Korean craftsmanship with refined French couture techniques, the brand has established itself as one of the most distinctive voices on the Paris Fashion Week calendar.
The vision introduced through On The Beach marks only the beginning. As WHITE continues to expand its resort-focused platform, the September edition promises to further redefine how fashion, hospitality, and lifestyle intersect within the global luxury market.
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