By Angela Velasquez
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After nearly two years of digital-only events, Denim Première Vision makes its official return as a hybrid trade show taking place Oct. 13-14 at Superstudio Più in Milan and online.
A platform for players across the global denim supply chain to showcase their concepts for Spring/Summer 2023, the event also be an opportunity for education. In-person trend presentations, workshops and press conferences will be complemented with “synergistic” virtual talks available to view from Oct. 11-15.
“It’s a moment of recovery for the international denim community,” according to Première Vision.
Exhibitors includes weavers, fashion manufacturers, laundries, finishers, accessory makers and technology developers from Italy, France, Spain, Turkey, Japan, Morocco, Pakistan, Egypt and China, among others.
The Milan show is also chance for Denim Première Vision to return to its roots as a leading voice fashion and trend forecasting. A revamped area, designed to reflect the “emotional connection to nature and seaside landscapes,” will bring together all the season’s fashion information in a space that allows for a more immersive seminar.
“I think that [it] is quite obvious that, especially for designers and product managers, it was very difficult to have a continuous and complete overview of all the products,” said show director Fabio Adami Dalla Val. “We lost [some of] the understanding of the product.”
In addition to trend seminars, physical events include a presentation by PG Denim that will blend history, theater and denim. On the second day of the show, garment dyeing company Tintes Egara will host a sustainable dye workshop in collaboration with anthropologist and artisan Emina Batik. The workshop will examine how to use old batik techniques to dye a fabric with natural and indigo dyes, using as little water and energy as possible.
Visitors can also take in an augmented reality exhibition produced by laundry and garment manufacturer Elletti Group and Sense Immaterial Reality. The experience, accessed through a smartphone or tablet, will provide attendees the opportunity to explore the details of 16 legendary denim pieces.
Organizers’ two main goals for the in-person event, Adami Dalla Val said, are to create a space where all attendees will feel safe and comfortable and to encourage business.
Though the city was Europe’s first coronavirus epicenter, requirements like the Green Pass now make proof of vaccination, a recent negative covid test or proof of recovery from covid necessary to attend large-scale events like a trade show. Denim Première Vision will enforce these rules as well as provide testing for anyone who may need it to enter or to travel back to their country.
Leading up to the event, Première Vision named Igor Bonnet its new head of development. “Bonnet brings his international experience and industry expertise to the group as it meets the challenges of the gradual resumption of events on a global scale and the industry’s accelerated transformation,” the company stated.
Bonnet began his career at a multinational energy company before joining Arena, an Italian performance sports brand specializing in swimwear and related accessories. During his 17 years with the company, he worked on product development and innovation strategy for the group’s various subsidiaries.
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