On the Beach by WHITE
The new spinoff establishes itself as the hub between brands, buyers, and luxury hospitality operators.
With over 25 years of experience as a wardrobe stylist in Los Angeles, I have witnessed firsthand how fashion has evolved beyond the runway into a powerful storytelling medium that shapes travel, lifestyle, and cultural experiences. WHITE Milano’s 2026 initiatives, including ON THE BEACH and WHITE RESORT, represent an exciting evolution of this vision by bringing together fashion, luxury hospitality, tourism, and design within a dynamic international platform.
What inspires me most about this collaboration is its commitment to creating meaningful connections between designers, luxury destinations, and discerning global travelers. Fashion today is no longer simply about the garments—it is about the experience they evoke and the story they invite consumers to become part of.
My passion lies in helping bring these stories to life through thoughtful visual direction and elevated styling that captures the essence of a destination while inspiring aspiration and discovery. By curating compelling visual narratives for luxury resorts, boutiques, and hospitality brands, we have the opportunity to captivate an international audience, strengthen brand identity, and create unforgettable consumer experiences that resonate long after the journey ends.
Attending WHITE Milano as an editor for Reserved Magazine gave me invaluable insight into the show’s vision and its expanding role on the global fashion stage. I came away with a deep appreciation for WHITE’s commitment to fostering meaningful international partnerships and redefining the future of luxury fashion through innovation, hospitality, and culture. As a leading media and culture publication, Reserved Magazine is excited to continue being part of this journey—sharing WHITE’s evolving story with audiences around the world, inspiring new markets, and highlighting the designers, destinations, and creative collaborations that are shaping the future of fashion.
Over a weekend in June, On the Beach by WHITE cemented resortwear’s rise through the power rankings of the industry. As performative luxury consumes our feeds— and, consequently, our imaginations— consumers crave the real deal, which is exactly what WHITE was prepared to offer with On The Beach. Held at the BASE Milano during Resort presentations, the affair was supported by the Ministry of Foreign Affairs and International Cooperation (MAECI). The activation aims to bridge the gap between burgeoning grounds for collaboration— international resorts and the luxury fashion sector.
Founder and President of WHITE, Massimiliano Bizzi, explains the effort, “will allow companies to be brought to the world’s leading resorts, creating opportunities for visibility.” Ahead of the industry’s eye, Bizzi has successfully predicted the demand for an all-encompassing lifestyle experience, surpassing the individual brand level. Instead, WHITE has mastered the integration of high-end tourism, wellness, fashion, and culture in a manner that serves to bolster each sector. As they gathered a diverse smattering of cross-industry professionals, On the Beach by WHITE hosted seminars, further strengthening the connection between leaders in their respective fields.
Buyers from top concepts globally, both in the fashion and hospitality spheres, were in attendance. Alessandra de Witt Montaudouin, consultant to Bulgari Hotels and Resorts, praised the event’s diverse offerings and meaningful interactions. Hugo Empson, Head of Partnerships at the one-of-a-kind Wolf & Badger, marveled at the originality of On the Beach’s curation. Standout features of this edition included 12 Colombian brands, selected by Medellin concept store Makeno– a champion in Latin American design. Monica & Friends, by WHITE Vice President Monica Sarti, translated the evolution of the excellence in the resort boutique as an opportunity for both properties and brands to reach wider, aligned audiences. WHITE has also partnered with Gran Canaria Swim Week, a collaboration that will continue through September 2026. Gran Canaria’s representation via On The Beach internationalizes the island’s brands, platforming its brightest designers on a global stage.
After a blockbuster spring, On the Beach by White will return from September 24th to 27th, at the Nhow Hotel in Milan. WHITE continues to conduct lifestyle’s most meaningful partnerships through these invaluable networking opportunities, expanding travel beyond the confines of a property, and into guests’ lifelong memories.
