LONDON — Denim Première Vision is looking outward and repositioning itself on an international scale: For the first time in 11 years, the denim trade show was held outside Paris as part of a new strategy that will see the show land in a variety of locations.
London was the first stop in the fair’s “roving denim” strategy, which will see the exhibition touch down in markets with mature fashion industries. The two-day event wraps up Thursday at the Old Truman Brewery in Shoreditch.
For Guglielmo Olearo, chief executive officer of Première Vision, London offers a hotbed of creativity and contemporary fashion while also being an “unexplored market for denim. Our new positioning is very contemporary, fashionable and sustainable, and from what I can see so far, London touches on all these points,” Olearo said.
This year’s exhibition hosted 89 companies, ranging from weavers to garment manufacturers to technology developers. Olearo said these exhibitors were chosen to fit the year’s four themes: Discover, Care & Share, Performance and Personalization. According to Première Vision’s fashion director, Pascaline Wilhelm, personalization is the DNA of denim.
According to Wilhelm, trends are stemming from product innovation and comfort. “People don’t want to be constrained with garments, the need for freedom is