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Denim Première Vision

Denim Première Vision to be held in Milan and London

Denim Première Vision will be held in Milan during June 5-6, 2019 and London, during December 4-5, 2019. Last May in Paris, the show unveiled a redesigned event format, with a new positioning, display, experiences, and destination for the entire denim value chain and its players. The show is aimed at creative fashion brands developing denim collections.

Exploring the different facets of contemporary denim, the show is aimed at all the creative fashion brands developing denim collections – fashion and luxury brands, pure jeanswear players, web players and more. The show is now an itinerant international event, organised in different European cities with a fashion impact. The goal of Denim Première Vision is to provide industry professionals an opportunity to meet new markets, while simultaneously discovering new sources of inspiration.

Now multi-community and further removed from traditional vintage denim codes, the denim sector has adopted the seasonality of the fashion industry in terms of product creation and development.

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The Denim Première Vision show alights for the first time in Italy’s fashion capital in June 2019, in an aim is to broaden the business outlook for its partners. The aim of the show is to touch down above all in mature markets offering denim professionals new business development opportunities.

The Lombard capital meets all the criteria the industry is looking for – being an inspiring city that constantly reinvents itself while capitalising on its historic cultural roots, being the centre of Italian fashion, featuring a wide range of creative brands, from high street to luxury, being a historic denim capital that saw the birth of pioneering industry brands, which are among the largest players in the sector, and being an international city, well-structured and inviting for visitors.

Guglielmo Olearo, show director, says “This initiative is part of our broader (roving denim) strategy, begun in 2018. We held the show in Paris in May and in London in December with a specific mission: to make the best use of geographic proximity and bring our exhibitors to markets with strong potential. Milan fits in perfectly with this strategy. The Lombard capital has a long history with denim, and the city is fostering a lot of truly contemporary and sophisticated concepts. So it made sense to include this city among our preferred locations.”

“The event will take place next June, before the show returns to London in December 2019,” he says.

“We wanted to touch down in capitals with mature fashion industries, cities that can inspire our exhibitors and our brands. Milan is all of that, especially in Zona Tortona, a post-industrial neighbourhood thrumming with culture and creativity. It is a focal location of the big Italian houses, and we chose it because it has a storied past while continuing to invent new stories. We will bring together around a hundred exhibitors, from no fewer than 16 countries. And the whole sector will be represented: from upstream with the weavers and manufacturers on through to finishings and treatments that give denim its washed, frayed look … And, of course, all the components and treatments.”

As an itinerant show, Denim Première Vision also intends to ensure a continuity between its various editions. While the show turns to new destinations to help businesses invest in new markets, the challenge also lies in building ongoing relationships between these various players. The December 2019 edition will thus be held once again in London.

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