Milano Fashion Week
WHITE Show Milano
New Summer Fashion Manifesto
written Sarah Arendts
As June's swelter descended on Milan, the WHITE Show completely reimagined the summer fashion game at this year’s Milan Fashion Week.
Throwing typical resort clichés out the window, the event rolled out a dizzying array of ensembles perfect for everything from city adventures to sunset beach lounging.
WHITE Milano 2024
June Edition
This year’s WHITE Show emerged as a beacon of high summer fashion, transcending the usual sandy clichés of sun hats and swimwear. The collections brought versatility to the forefront, perfect for bustling city streets and tranquil beach escapes alike. This broadened vision of summer wear, reflective of a burgeoning synergy between fashion and the growing tourism sector, underscored the season’s evolving narratives.
Guided by Massimiliano Bizzi, the Founder of WHITE, the event navigated a challenging global market with audacity. Bizzi's boldness in launching this new event at such a critical time paid off, reflecting in his confident declaration,
“Launching a new event at this time is undoubtedly a bold move, but it has rewarded us greatly.”
Massimiliano Bizzi, the Founder of WHITE
A standout feature of WHITE was its role as a nexus for emerging markets. Here, underrepresented brands found a vibrant stage to display their creative prowess, enriching the global fashion dialogue and introducing fresh designs and perspectives that have often been sidelined.
The fair’s carefully curated selections boasted unique materials, meticulous craftsmanship, and rich cultural narratives, weaving a rich tapestry of fashion as much about identity as aesthetics. Highlighting this narrative was the “Aurora” collection by Agua by Agua Bendita, a tribute to Colombian artisanship with its exquisite, heritage-rich designs.
The international appeal of the event was palpable, attracting top-tier buyers from luxury strongholds in the Middle East to retail giants in Japan, such as Takashimaya and BayCrew’s, spotlighting WHITE’s critical role in shaping fashion trends across continents.
The event skillfully married fashion with lifestyle. Evenings at the White Resort garden buzzed with performances and gastronomic experiences, crafting an immersive atmosphere that celebrated the aesthetics and ethos of summer. The Lounge space, for instance, showcased the sporty-luxury hybrids of brands like SUMMER GAMES, which resonated with modern, eclectic tastes.
The latest iteration of the WHITE Show raised the bar for summer fashion and exemplified the dynamic evolution of fashion events to meet new consumer demands and market shifts. By interlacing creativity, market insight, and cultural diversity, WHITE has sewn a vibrant new narrative into the global fashion fabric, heralding a promising future for its diverse audience.
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(c) WHITE MIlano June 2024