Denim Première Vision is set to start a new beginning for its upcoming edition taking place in the new location of Parc Floral in Paris on May 23-24, 2018.
The show will host 72 exhibitors of whom 50% are weavers, including returning companies such as Berto and Bossa. Among the newcomers are the newborn project Eurotessile/Berto by PG Denim, Brongo, a leading company producing washing and dyeing machines, and chemical specialist Soko Chimica. Out of the total 8,000 sq. meters of space of the location, Denim PV will occupy 3,000 sq. meters and will follow a new concept.
“For this new course of the show we will follow a new strategy based upon two key elements,” explains Guglielmo Olearo, international exhibitions director, Premiere Vision, and Fabio Adami Dalla Val, show manager, Denim Première Vision. “On the one side, Denim PV–just like our main Première Vision’s show and organization–will be focused on a strong business-driven model. This means that our show’s aim is to support exhibitors and visitors in generating turnover and increasing their sales. On the other side, we will offer a stronger offer in terms of trend analysis as we are involving protagonists of the scene–people who count, who buy and trendsetters. Denim Première Vision has always been recognized for its strong ability in discovering and informing about new trends, while doing it differently from others. And such aspect will also play an important part in the future of Denim PV–within this new edition taking place here at Parc Floral in Paris and our upcoming December edition happening in London and already recalling great excitement and expectations among insiders and exhibitors.”
As part of this strategy the layout and booth system has been completely renovated. “The show has been redesigned in order to present an easier and more effective layout that can better help recognizing its very segmented offer in a clear, immediate and easy-to-read way,” continues Olearo. “We have also given the show more uniformity in layout and booths’ style as we want companies to show product, not marketing. We want the product to become the protagonist again.”
Also the trend area has been completely refreshed. It will host two areas–an inspirational forum and a forecasting forum. Designer Lutz Huelle together with the show’s fashion team have worked together and developed the Carte Blanche trend study that will present five different themes that will characterize f/w 2019-20: Impact Tailoring, Wild & Wooly Denim, Evening Denim, Active Denim and Extroverted Street. “These trends will be presented as if walking through a path where visitors will be able ‘live’ trends that is touch and interact with fabrics,” adds Olearo. “We have worked together with this creative designer as the show wants to offer different information and ideas to the whole selection of players operating in the market–from more demanding and sophisticated insiders to more basic and affordable ones.”
Denim PV also involved different experts who will carefully describe future evolutions of the denim, fashion and consumer scene through seminars and talks. There will be three new fashion seminars that will repeat during the two days of show: an inspirational trend seminar on f/w 2019-20 prepared by the show’s fashion team, a fashion seminar dedicated to f/w 2019-20 forecasts about fits by denim expert Lucia Rosin, owner of Meidea, and a seminar on s/s 2019 trends by trend forecaster Alexandra Van Houtte, founder, Tagwalk.
Also part of the informative offer of the show will be “The Future is Bright,” a new socio-cultural master class by Pascal Montfort, founder and head, REC agency, to be held at 5:00 pm on Wednesday May 23 and later followed by a cocktail closing the first day of the show. “We think it is important to follow an optimistic approach to the future of denim and liked the idea to stress on its importance,” says Olearo. “The success of brands like Gucci is based on optimism. We also think that many insiders can learn from such an approach.”
Other crucial aspects remain responsibility and sustainability. The show will host a Denim Smart Square Area, a space dedicated to eco-responsibility guiding brands in their search for transparency and responsible sourcing. The space will host a Smart Library presenting a choice of fabrics selected and approved by an internal team of the show. It will also host the Smart Wardrobe section where distinct brands will show some sustainable items they will sell. Among the brands participating this area will be Kuyichi, Pepe Jeans London, HNST, Haikure, and Blue of a kind. Other companies offering services such as Bluesign will also participate the Denim Smart Square Area. A seminar organized in collaboration with Denim Alliance for Responsible Denim headed by Helene Smith, founder of “Stating the Obvious–Circular Fashion Agency,” on circular economy will also take place on the first day at 3:30 pm.
Part of this dense schedule will also be a press conference and cocktail happening on May 23 at 4 pm. Within the event Tavex/Evlox will celebrate and explain the reasons for its renaming.