New – A Journey to the heart of European flax: from lant to finish

At Première Vision Paris, directly opposite its stand (HALL 6 – J 40), the Alliance for European Flax and Hemp is introducing a brand-new space: “Journey to the Heart of Flax”, from plant to finished product.

This immersive experience, centred on the material itself, shines a light on the distinctive qualities of certified European Flax: a demanding cultivation and processing industry, and highly specialised expertise. Through this journey, the Alliance presents the fundamentals of the sector, making them accessible and comprehensible for designers, stylists, buyers, and brand teams.

Visitors are invited to discover every craft along the certified European Flax value chain—cultivation, retting, scutching, spinning, weaving, or knitting—often invisible in the final product.

For the first time, during the three days of the show, visitors will have the chance to meet and converse with European farmers and scutchers, members of the Alliance, easily recognisable by their blue aprons. They embody the reality of the industry and illustrate the close connection between production regions, agricultural practices, and environmental performance.

Blending experience, heritage, and innovation, the Journey to the Heart of Flax offers brands practical insights to better understand the material they use, appreciate its creative qualities, and grasp its functional, technical, and environmental advantages.