White, the Milanese show-event dedicated to contemporary fashion, will be facing a new more composite evolution for the second half of 2026.
On June 18-20, the show organization will launch a new event focused on beachwear–On The Beach–, and for its September edition it will add to its regular show, a new show-within-the-show–White Resort, a section hosting about one hundred collections inspired by vacation, cruise, and summer lifestyles. In addition, the show has named a new board to lead the overall changes it is introducing.
The new event planned for June–On The Beach–is a new format developed in collaboration with White, 360 Showroom, and Maison Allumeuse, which will also collaborate on White Resort, another project planned for September 2026.
As part of its 2026 international projects, the show will collaborate with Gran Canaria Swim Week (GCSW). GCSW will be present at White in June and September with exhibition and educational spaces, further strengthening its strategic alliance with White Milano and consolidating its international positioning within the global fashion industry.
The collaboration will include dedicated exhibition spaces for the winners of the GCSW competitions, including designer Elena Morales, recipient of the GCSW 2025 Best Sustainable Collection Award. The On The Beach initiative will be hosted at Via Tortona 54 and is is conceived as a teaser for White Resort. The project is designed to foster new business opportunities by connecting increasingly interconnected worlds such as fashion, tourism, hospitality, and lifestyle. Its primary objective is to introduce fashion into the boutiques of leading luxury resort hotels and reach a continuously evolving international clientele with high purchasing power.
The format is a hybrid concept combining showroom presentations, pop-up experiences, and opportunities for dialogue and exchange. Among the highlights of this first edition are 12 brands from Colombia, selected by Makeno, one of South America’s most respected concept stores, based in Medellín. Founded by Paola Betancur and Manuela Rubio, Makeno has become a benchmark platform for contemporary Latin American design, bringing together a carefully curated selection of more than 120 emerging and established Colombian designers across fashion, accessories, jewelry, and lifestyle.
For its September edition White will host 450 brands inside an expanded exhibition space addng new venues, to White’s historic ones.
“We are very proud to present a preview of our development project, which positions White at the center of a series of initiatives aimed at bringing the event back to its pre-Covid levels, both in terms of locations and exhibitors,” commented Massimiliano Bizzi, founder and president, White.
“White has always been the benchmark of excellence within the Tortona District, engaging with the city in a unique and unparalleled way. The exhibition’s growth continues through the identification of new product categories and the opening of new markets, supported by a team of high-profile professionals who are accompanying us on this journey,” he added.
For the September 2026 edition, the Base Milano area will host two new sections: Nuvola, dedicated to accessories, and Box, a new urban-focused area centered on streetwear, activewear, and denim. The project is designed to engage both industry professionals and trend-conscious consumers seeking the latest innovations.
Among September’s special guests will be leading international luxury brands, thnaks to the show’s intese scouting activity. Among them there is Kimhekim, a brand founded in 2016 by Korean designer Kiminte Kimhekim, now featured on the official Paris Fashion Week calendar. The designer has collaborated with major French fashion houses, refining a sophisticated and contemporary aesthetic that has gained international recognition.
The special guest of the new Nuvola Accessories Area will be the Georgian brand O’Seven Eleven (0711), founded in 2013 and renowned for its handbags that combine modern materials with traditional Georgian knitting techniques. Every piece is handcrafted by local artisans using a sustainable, high-quality manufacturing approach capable of elevating any look from day to evening.
The June and September editions will once again be held under the patronage of the Lombardy Region and the City of Milan, with support from MAECI – Italian Ministry of Foreign Affairs and International Cooperation, ITA – Italian Trade Agency, and in partnership with Confartigianato Imprese. These collaborations will provide companies with additional opportunities for business, visibility, and engagement with international markets through a program of roadshows and trade missions planned in South America, Denmark, India, Armenia, Kazakhstan, and Azerbaijan.
The first roadshow will take place in Gran Canaria from June 24-28 during Gran Canaria Swim Week (GCSW).
White will continue to expand the presence of international operators and enhance its incoming and communication activities between June and September, targeting India, the Balkan region, South America, the Middle East, Singapore, Thailand, and Africa, while maintaining strong buyer positioning in Europe, China, Japan, and South Korea.
“We continue our efforts to promote international relations, focusing on business development in emerging markets beyond traditional routes, with the goal of expanding opportunities not only for exhibiting companies but also for established Italian brands seeking access to untapped international markets characterized by strong economic prospects and increasing purchasing power. It is a source of great satisfaction to contribute concretely to opening new growth scenarios and strengthening the presence or Made in Italy in high-potential contexts,” says Brenda Bellei, CEO, White.
As part of its corporate growth strategy, White has appointed various international personalities as part of its board. Among others, they appointed as vice president Monica Sarti, an Italian entrepreneur, designer, and CEO of Lanificio Faliero Sarti.
For the September 2026 edition, WHITE will also benefit from the support of Beppe Angiolini, founder of Sugar Arezzo, who will take on the role of ambassador and co-creative director alongside founder Massimiliano Bizzi. “I have worked closely with Massimiliano on the creative side of the business for several years, and I am pleased to assume this new role, as I strongly share and support his vision and strategy,” states Beppe Angiolini.