November 30, 2021

Denim PV sets its restart from Milan

6 min read

Denim Première Vision will again hold a physical edition scheduled to take place in Milan at Superstudio Più and Superstudio Maxi, on October 13-14, 2021. Fabio Adami Dalla Val, the show’s director, explained what’s next for the event taking place again after its last physical edition that happened in London in December 2019.

What will happen at the next edition of Denim Première Vision?
We are very happy about this new edition nearing, as it is the first show only dedicated to denim that will take place as a physical show after the pandemic. Our next show edition will see the participation of 46 exhibitors, which will be less than the other editions because of the travel limitation of our suppliers. Despite this, I think that the offer is interesting, and it can allow for a comprehensive sourcing solution as among our participants there are companies from Turkey, Pakistan, China, Hong Kong, Spain, Morocco, France, Japan and Italy.

These international companies recognize the importance to participate for various reasons, including the fact that Milan remains an attraction for fashion insiders. We are aware that, unfortunately, there are still four countries that are not allowed to travel to Italy–Brazil, Bangladesh, Sri Lanka and India. Apart from them, all others citizens coming to Italy for working reasons can move freely without quarantine and remain here for five days maximum without restrictions.

For some countries there are problems related to delays in getting their visa as some embassies are closed. For these reasons, we have extended the registration period and all the insiders willing to come can do it easily. Moreover, we are in constant contact with our exhibitors and partners in order to be able to support them for any need or request.

Fabio Adami Dalla Val, show director, Denim Première Vision

Photo: Denim Première Vision

Fabio Adami Dalla Val, show director, Denim Première Vision

What are the security protocols that you will follow in to admit visitors and exhibitors?
According to the European laws, admittance is permitted when a Green Pass can be presented or when one has been either vaccinated after at least 15 days, has healed from Covid or can show a negative test. Such rules are valid for us too.

How did you organize the shows layout? How much space will the show occupy?
It will occupy the same space as our last Milan edition held in 2019, even if we enlarged the size of booths in order to guarantee more space inside them. We also know that in coming weeks some new rules might be applied, and although the show has been redesigned, it still might still be subjected to eventual readjustments.

Which companies will participate?
Many important players have confirmed their presence. Some of them are our usual exhibitors, some others are newcomers and some others are reconsidering to come back–which is already news because what we have done so far has been a good work. Among participants that have already confirmed there are, for instance, Bossa Denim, Calik, Elleti, Evlox, Kilim Denim, Kipas, Kurabo, Madness, Officina +39, PG Denim, Prosperity, Soko Chimica and Stella Blu.

Denim Première Vision campaign image

Denim Première Vision campaign image

What initiatives will the show present?
We have built quite some fashion-focused projects for this edition. As this is the first show presenting trends for s/s 2023, Denim PV is setting the kick-off of the season. Even if some exhibitors won’t be able to present their full new collections, at least they will be able to present some true innovation.

Thanks to our vast team spread throughout the world, we have built “The Forum,” a new experiential project that visitors can participate in, see trends, touch fabrics and materials live guided by Manon Mangin, our expert in denim trend research. She will hold two live seminars within the show focused on fashion trends, sustainable denim trends and new developments from exhibitors, among other topics. This kind of events aim to be highly experiential, easy to understand, informative, rich in content and full of useful information for our visitors.

Are there any specific projects in schedule that will be focused on sustainability?
We will host some great initiatives meant to promote product and sustainable innovation together with interesting experiences on site like Immaterial M.O.D.E, an augmented reality experience through the history of denim created by Denim PV in collaboration with Sense and Elleti Group. The project is based upon the rare vintage jeans that are available at M.O.D.E., Elleti’s museum of denim. It will be possible to have a deep look at these items thanks to a technology that will be able to convey a vision of denim in the future. We will also work on batik and indigo dyeing with textile designer Emina (aka Giulia Perin) and Tintes Egara, who will present a real indigo dyeing experience live.

Denim PV in Milan in May 2019

Denim PV in Milan in May 2019

Are you planning specific initiatives involving any exhibitor launching new projects?

We will host three interesting projects.
PG Denim will launch a new collection in collaboration with Teatro Regio of Parma under the creative direction of the designer Barbara Corradini. The collection will be presented for the first time during a press conference to be held on 13th October at 4.30 pm.

In collaboration with Stefano Aldighieri, we will present a photo exhibition based on his research of emotion around the world. It will be dedicated to the people, their life and the connection between the cultures. 

Aldighieri is an Italian born US designer who was former design director at Levi Strauss & co. in San Francisco and creative director at 7 for all Mankind. Among other experiences he started following his passion for photography at an early age. His works were exhibited in USA, Asia and Europe, and published in magazines and books. 

At the show it will be also possible to admire “Blu Block Reload”, a creation in denim of the Federico Ferrarini and Elena Guerreschi artist duo.

The creation originates from the transformation of “Blu Block”, an opera presented a few years ago in Paris, that today aims to focus its attention on wave and ocean transformation. 

The work will will be presented for the first time and will be completed on site.

Will this edition only take place as a physical event?
The core of Denim Première Vision will take place as a physical event on October 13 and 14, even if we will continue to run our Digital Denim Week taking place for the whole week (from October 11 to 15) as in the past edition and as an alternative for those who will not be able to travel to Milan. This way they can stay in touch with exhibitors and insiders, see collections, get to know what are the newest developments and interact with companies. Thanks to this digital platform, everyone can enter its e-shops.
During the days of the physical Denim PV, we are also planning to hold a panel involving key players of the market. This event will be broadcasted live through mega-screens inside the show, but will take place as a digital event only.

How is Milan constantly attracting denim insiders?
We think Milan continues to represent a great attraction for denim and fashion insiders. By simply considering the Superstudio area where Denim PV happens is full of interesting places like Mudec, a museum often organizing exhibitions related to lifestyle topics and fashion, and Armani Silos, Giorgio Armani’s own exhibiting space. The city has just seen some new interesting projects starting like, for instance, the opening of some new denim-related stores. Moreover, Milan is constantly evolving and offering new inspiring ideas and activities so that it is worth for the trip, along with the opportunity to visit our show.

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