WHITE Milano is one of the leading events for contemporary fashion and international design, bringing together brands, buyers, industry professionals and operators from around the world. It is a platform dedicated to research, innovation and the promotion of creative excellence.
September 24-27
Padiglione T27 - Loft #2, Superstudio Più, Via Tortona 27, Milano
ONCE MILANO FOR
WHITE Milano
For the upcoming edition, taking place from September 24 to 27, Once Milano will be present at Pavilion T27 – Loft #2, bringing its distinctive identity, material research and vision of linen to an international audience. A vision that goes beyond the boundaries of homeware and traditional summer dressing to embrace a broader concept of lifestyle.
Taking part in Pavilion T27, dedicated to innovation and artisanal products, will be an opportunity to present both sides of Once Milano. Alongside the Resort collection, a selection of pieces from the Homeware universe—the historic heart of the brand—will also be on display. Blankets, bed linen, tablecloths, napkins, bath towels and linen accessories embody a philosophy rooted in the quality of materials, craftsmanship, simplicity of form and an authentic, relaxed approach to everyday living.
It is from this same vision that the Resort collection was born: easy-to-wear pieces for women and men, natural materials, essential silhouettes and a versatility that moves effortlessly through different moments of the day, both indoors and outdoors, in the city as well as on holiday.
Alongside some iconic pieces from the previous collection, such as the Positano and Marrakech tops, the Maiorca trousers and the Antibes dressing gown, new styles have been introduced to naturally cover every aspect of the wardrobe: from skirts and pareos to dresses, trousers and shorts.
The collection is built around the idea of reduction, intentionally focused: not more pieces, but the right pieces. An essential and versatile wardrobe in which every garment has a clear purpose and can be combined with the others, creating multiple styling possibilities.
The same philosophy guides the research into materials. Linen, a defining element of the Once Milano language, remains at the heart of the collection, joined by a new cotton and silk blend. This choice does not move away from the brand’s DNA, but rather represents its natural evolution: a constant search for materials that enhance the character of each garment while responding to its function.
Cotton and silk introduce lightness, luminosity and a new sense of substance, expanding the collection’s expressive possibilities without compromising the natural ease that defines its identity.
From Home to Hospitality
Over time, this philosophy has found a new and important field of application in the world of hospitality.
The Resort collection, together with the universe of linen accessories—from bags to pouches—has attracted the interest of international hotels and prestigious resorts, increasingly focused on offering guests an experience that goes beyond the stay itself, creating an authentic sense of comfort, familiarity and belonging.
Within this context, Once Milano products become part of the experience itself. With its distinctive texture and its ability to develop character over time, linen becomes a point of connection between the private sphere and the world of hospitality.
Personalisation as an Expression of Distinction
Today, however, it is above all attention to detail that represents a new form of value in hospitality. In a market where personalisation is increasingly widespread, what makes the difference is not simply the possibility of adding a logo or name to a product.
A bespoke embroidery, a monogram, an artisanal finish or a detail conceived specifically for a hotel can transform a functional object into an element capable of expressing an identity. Handcrafted details and artisanal care are no longer simply an aesthetic choice or an additional cost, but an investment in the perceived quality of the experience, helping to convey consistency and authenticity.
Personalisation thus becomes a more intimate and contemporary expression of attention to the guest: care.
It is a vision that sees hospitality not simply as a service, but as a collection of gestures, materials and details capable of creating a personal and memorable experience. In this context, even a simple towel, pouch or linen garment can become part of the story of a place, reinforcing its identity and creating that sense of belonging that the hospitality world is increasingly seeking.
For Once Milano, taking part in WHITE therefore represents an opportunity to present not only a new collection, but a vision: that of a lifestyle without boundaries, where home, leisure and hospitality share the same idea of comfort and beauty, and where linen and silk become the common thread running through a way of living defined by simplicity, quality and attention to detail.
CREDITS
@whiteshowofficial
