To further broaden business prospects for its partners, Denim Première Vision continues its international itinerary, and alights for the first time in the Italian fashion capital. Complete details from Guglielmo Olearo, Director of International Shows.
After London and Barcelona, what made you choose Milan?
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.
How will the show be implemented?
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.
What are some of the highlights of the next edition?
This next edition will remind us of the richness of denim and the evolving trend that is steering denim away from streetwear into a more sartorial, more sophisticated dimension. Responsible fashion issues will also be addressed by promoting concrete initiatives developed throughout the sector, from the production of raw materials to the work of the fashion houses. And finally, we’ll again welcome an ambassador to offer us their particular take on denim. Following on German designer Lutz Huelle last May and Portuguese designers Marques’Almeida, winners of the 2015 LVMH Prize, for our London edition, the honour will now pass to Italy.
> Denim Première Vision 28 & 29 May 2019. Superstudio Più, Milan.