Denim Première Vision show to be held in Milan next June

Milan will host the next session of the Denim Première Vision trade show. At the start of the first session away from Paris, currently under way in London, the organisers of the trade show dedicated to denim sourcing have announced the next stops in the event’s new itinerant format: in 2019, the show will be held in Milan in June, and will return to London in December.


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“We listened carefully to the market and to what exhibitors and visitors had to say. The market wants the business to be localised. This is what we seek to provide by holding the show in Milan, home to many luxury designers and labels and one of the world's fashion capitals. In Italy there are not just several denim producers, but also a series of pure players in the jeans market, and many brands that are increasingly boosting their denim range,” said Guglielmo Olearo, in charge of Première Vision’s international shows.

Denim PV’s latest session opened in London on Wednesday morning, and the first attendance indications confirm the relevance of the choice of holding the show in the UK’s capital. The event is being staged at the Old Truman Brewery in the hip neighbourhood of Shoreditch.

In June, Denim PV will instead array its stands at the Superstudio Più venue in the via Tortona area in Milan, a regenerated industrial district which also has a reputation for innovation and energy.

And what about Paris? “We have not given up on Paris. We are experimenting with other destinations, offering an enhanced experience to both our exhibitors and visitors. The denim industry is changing. I think pure players like the major jeans brands will find the resources to transform themselves. Levi’s has done it, and others will follow. The scope for denim is huge, as is its versatility. We are keen to demonstrate that you can make fashion with denim. By also adopting environmentally friendly solutions. Style and eco-responsibility are the two principles we put centre stage and we speak out for,” said Olearo.

Translated by Nicola Mira

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