Denim Première Vision is being held in Italy from May 28 to 29, 2019. The denim trade show is focusing on environmentally responsible denim and new innovations in the sector. It is seeking to give visitors a truly immersive experience. Upon arrival, visitors are plunged into unexpected surroundings that put one more in mind of an artistic performance than a conventional trade show. The space is dominated by four giant screens displaying images from an inspirational film shot by the trade show’s fashion team. Further in, attendees find themselves immersed in darkness, brightened here and there by glowing blue and green lights. The space is delimited by striped blue plastic sheets hung at different levels, behind which visitors can just about make out clothes, barely illuminated by a halo of light. In places, screens broadcast lists of numbers and other obscure signs to create a futuristic digital ambience. The idea is to offer attendees a 360 degree experience, presenting the sector’s autumn/winter 2020-21 trends. This includes the film that welcomes visitors, a cycle of three seminars and the installation space.

Another new addition is the launch of a dedicated denim section on the B2B e-commerce marketplace set up by Première Vision last September, which will now include denim mills exhibiting at the specialist trade show.