White Milano’s Resort Trade Show Back in June – With Menswear to Boot

BACK AND BIGGER: Ready-to-wear and accessories trade show White Milano has confirmed the dates for the third edition of its resort showcase, with a men’s fashion offering as well.

Scheduled for June 21 to 23, in sync with Milan Men’s Fashion Week, the fair meets the needs of several international retailers concentrating their buying activities during the resort and pre-collection markets.

Self-billed as a bridge between the numerous Italian and international small and medium-sized fashion enterprises and global markets and buyers, the fair cited Indonesia, Turkey and the Middle East as prospect countries to watch.

Leveraging its strength in research, the trade show is to gather about 100 up-and-coming and niche resortwear brands, returning to include a men’s offering in addition to women’s across ready-to-wear and accessories.

The trade fair is to take place at the Superstudio Più space on Via Tortona, one of White Milano’s usual venues.

After dropping two of its four yearly events in 2022, trade show operator White Milano in 2023 introduced the resort-focused fair in tandem with men’s fashion week in Milan.

To be sure, White Milano has fine-tuned its trade show offering over time to reflect shifting market dynamics.

Case in point: the trade show operator introduced the menswear-leaning WSM format in June and January with a focus on streetwear as the category was booming and then shifted gears toward sustainability as the latter took center stage in the industry’s conversation. WSM was folded into the White Milano trade show, which has been held twice a year since 2022.

Last year, White Milano and fairgrounds operator Fiera Milano revealed the creation of a new trade show format merging music and fashion aimed at younger consumers. Called “Purple Sign of the Times,” the inaugural edition of the event is to be held in September.