White unveils new formats including lifestyle, design and beachwear

The second half of 2026 marks a significant new phase in the evolution of White, not only because the exhibition space is expanding, with the introduction of new venues, but also thanks to a radical overhaul of the sales team, bolstered by the arrival of highly qualified international ambassadors and consultants. This new set-up has helped to attract more established brands with consolidated distribution on global markets, boosting the number of exhibitors to 450. White is therefore transforming itself and opening up to the world with the aim of moving beyond the traditional concept of a trade show. The key themes will be internationalisation, lifestyle, culture and emotion, with a strategic focus on Resort and high-end Made in Italy craftsmanship.

“We are very proud to present a preview of the development project that sees White at the forefront of a series of initiatives aimed at restoring the event to its pre-Covid levels, both in terms of the number of locations and exhibitors. The trade fair’s growth continues through the identification of new product targets and expansion into new markets, thanks in part to the support of a team of high-calibre professionals who are supporting us on this journey,” says Massimiliano Bizzi, White Founder and Chairman. At the September 2026 edition, customary T27 and T54 locations will be joined by T35, which will host White Resort – a project dedicated to a hundred collections with a Vacation, Cruise and Summer Attitude mood, and T15, which will host the new More format aimed at beauty, lifestyle and design brands, organised with the support of a specialist team. BASE Milano, meanwhile, will host two new sections: the first is Nuvola, dedicated to accessories and curated by Beppe Angiolini, which aims to breathe new life into the sector: “People need more energy and creativity. Nuvola will be a capsule collection featuring maximum yet measured creativity – understood as emotion rather than excess – and will showcase a selection of high-profile brands with a softer, more elegant aesthetic.”

Angiolini describes this approach as ‘gentle fashion’, synonymous with pure elegance. The second will be Box, a new urban area focusing on streetwear, activewear and denim. The project is designed to engage both industry professionals (B2B) and trend-conscious consumers on the lookout for the latest innovations (B2C). From 18 to 20 June, White will also be presenting the On The Beach format, a new project resulting from a collaboration between the White team, Showroom 360 and Maison Allumeuse partners, who will also be collaborating on the White Resort edition scheduled for September 2026, of which this event, hosted at Via Tortona 54, serves as a preview. Its strategy is clear: to foster new business opportunities by bringing together increasingly interconnected sectors such as fashion, tourism, hospitality and lifestyle. The main aim of this teaser is to bring fashion into the boutiques of the finest luxury resort hotels, targeting an ever-evolving international market with a high-spending clientele. The format has been deliberately designed to combine a showroom, pop-up events and opportunities for discussion.

The June and September editions will once again be sponsored by the Lombardy Region and the Municipality of Milan, and will benefit from the support of the Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italian Trade Agency (ICE), and will be held in partnership with Confartigianato Imprese, offering companies further business opportunities, visibility and engagement with international markets, including through a programme of numerous roadshows and missions scheduled to take place in: South America, in collaboration with current local partners; Denmark; India, in partnership with Lakmé Fashion Week; Armenia, in partnership with the Fashion & Garment Chamber of Armenia; Kazakhstan and Azerbaijan, in collaboration with Visa Fashion Week. The first roadshow takes place in Gran Canaria from 24 to 28 June, during Gran Canaria Swim Week.