The second edition of Denim by Premiere Vision, which took place last week at Paris’ Le Docks between June, 4-5, saw a slow start.

The event presented the very first anteprima on denim, accessories and related treatments focused on the F/W 2009/2010 season. The fair registered the presence of 1,500 visitors, a slight increase compared with the 1,300 of its first December 2007 edition, while exhibitors increased from 45 to 61, including weavers, launderers/manufacturers and accessories manufacturers.

On another positive, the event maintained its international standard with exhibitors from 14 different countries and foreign visitors (62% of the total) from 60 different countries. As well as the majority of French visitors, there were Italian, Turkish, British and US industry insiders. International brands amongst them included Diesel, Guess, Closed, Mustang, Lee Cooper, Levi Strauss, Miss Sixty, Pepe Jeans, Citizens of Humanity and Wrangler, as well as designer brands such as Stella McCartney, Tommy Hilfiger, Paul Smith, Ralph Lauren and Balenciaga.

This event’s aim is clearly to support a very focused group of jeanswear professionals by offering them timely trend and product information on the upcoming season. Despite these intentions, the fair’s attendance figures were still fairly low and business seemed scarce. “I mostly met journalists, a few fabric manufacturers and among designers only Adriano Goldschmied,” Martelli’s Giovanni Petrin commented.

“This fair is happening in the right moment and offering what the industry needs,” said John Katsianis, general manager at Hellenic Fabrics. “Though, it’s like when one sits at the restaurant, looks at the menu but is not hungry,” he adds. According to him some denim mills often do great research but jeans manufacturers either don’t know what to offer due to slowed down consumption, or often prefer to buy China-made fabrics inspired by products from top-end denim mills.

The denim segment is constantly facing ups and downs and needs key events that can help it to face the difficult times. Denim by Premiere Vision can sustain by getting its target market through all this.

By Maria Cristina Pavarini

Photo: On the show floor