PV Denim in focus
The denim show organised by GL Events-owned Première Vision will be opening its doors on May 20 and 21 at Superstudio in Milano, where it has been held for its past eight editions.
The line-up of exhibitors is comparable to that of last November, with a few companies returning, notably Arvind and Cone Denim, and new ones, such as accessories maker Jawaid Bross from Pakistan. In total over 60 suppliers are expected. In the current context of disruption and as companies, be they mills, brands or retailers keep a closer tab on expenses, Fabio Adami Dalla Val remains confident that PV Denim is on the right track. “We have a clear strategy and a clear target, defined by Florence Roussel, and we are backed by a major show organiser with GL Events,” he told Inside Denim. “Our mission is to make the show a success for our partners. Our partners being the mills who exhibit and the buyers who visit. Milan, today, is a winning destination for both.” He sees the city as offering a good vision of the premium and luxury denim market, in addition to the denim pure players.
Among the special events that will be showcased, PV Denim is collaborating closely with biotech pigment maker Chloris to accelerate adoption of the low impact indigo alternative. “This is a unique collaboration,” said Mr Adami Dalla Val. “It involves a measure of research and a validation of the process that we are conducting in a very open-minded spirit with partners that include M&J, Bossa and Soko.”
Another highlight will be Pioneer Denim’s presentation of three capsules developed with Adriano Goldshmied. Woolmark is also back at Superstudio for this edition.
Exploring different fibres and technologies is central to the show’s mission, and essential to the evolution of the denim industry for Mr Adami Dalla Val. “When designers start going back to the actual production side of the business, we will begin to see change. It is when creatives visit mills and laundries that new ideas are triggered,” he points out. The show is preparing special events for students in a partnership with the Instituto Marangoni of Milan, and student designs will also be on show in the central pavilion area of the event.
The programme of talks includes trend presentations by the PV Denim team and Denim Dudes, on both days. Panel talks will cover durability and vintage aesthetics with Pure Denim, Acne Studios, Xlance and Controcot. Compliance and the circular economy with Isko and Italian textile producer responsibility organisation ERP Italia Tessile. Chloris, Sue Barrett of the Denim Forum, designer duo Botter, Ksenia Schnaider, Triarchy and Fade Out Label along with Lolie Bernard of the Instituto Marangoni will be discussing various topics related to creativity and fair processes.
The next event for PV Denim is in Tokyo, where a select number of exhibitors, 20 in all, will be showing their collections alongside Tranoi, a designer show on September 9 and 10. “We are making the most of possible synergies among the Premiere Vision’s fashion platform,” noted Mr Adami Dalla Val. He added that next year is Denim Première Vision 20th anniversary, a special year for the event.
