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Denim by Première Vision confirms dynamism of jeanswear
Jun '09
Has jeanswear escaped the crisis? The answer is certainly not quite so simple, but the positive atmosphere that reigned throughout the two days of Denim by Première Vision (this past June 3rd and 4th) demonstrated that the sector is showing an enviable dynamism in these times of economic turmoil.

With 1,489 visits from jeanswear professionals (64% from abroad), the 4th edition of Denim by Première Vision showed an increase of +4.4% over the December 2008 session and a slight decline (-2.8%) when compared with June 2008.

Following France, Italy emerged as the leading visitor country, followed by Turkey, Germany, The Netherlands and Spain. Northern Europe was also well represented, with Sweden in 10th place. A fine score was also registered by the United States, which increased its number of visitors.

Historic jeanswear brands and premium brands, as well as designers and the major ready-towear names that develop jeans lines, were all present. Among them, in particular, were Closed, Joop, Mustang, Biba, Levis, Wrangler, Berska, Desigual, Zara, Massimo Dutti, Mango, Psycho Cowboy, Armani, Citizens of Humanity, Old Navy, Gap, Bill Tornade, Celio, Chanel, Chevignon, Dior, Corleone, Louis Vuitton, Kaporal, The Kooples, Zadig & Voltaire, Guess, Richmond, Z-Zegna, Marithé + François Girbault, Pepe Jeans, We Jeans, Alexander Mc Queen, Top Shop, 14 Ounce, Nudie Jeans, H&M Denim and Edwin.

'All the key decision makers were present,' said Neil Bell, sales director for Levis Belgium. Serge Ohana, designer for the Corleone brand, voiced the same opinion, and also added that 'The offer proposed at the show is really quite good.'

Thus, the success of this targeted meeting, dedicated uniquely to jeans fabric, is due first of all to the quality and creativity of its offer. Some 69 exhibitors, leading players in the jeanswear market and representing the full range of professions in the denim sector were present, with a significant offer for each specialty: weaving, manufacturing/laundering/finishing, accessories, fibres, style & design and specialised equipment.

Particularly appreciated by the «jeans family» which gathers twice a year at Denim by Première Vision was the show's atmosphere, carefully designed to reflect the values of this quite particular sector. The unusual ambiance of the «Rough Luxury Lounge,» the innovative spirit of the 'Black Box' areas, the music, and the chairs set up outside in the passageway between halls all contributed to the unique atmosphere, a mix of work and relaxation, that is so particular to Denim by Première Vision.

Myriam Maas, product head at Kaporal, made particular note of the atmosphere, pointing out that, 'The ambiance at the show is really very pleasant. It isn't too big, but just what's needed so that people can relax and work under good conditions.'

Another of the event's advantages, and not a minor one, is that, as Jean-Paul Nakache, team leader for Ideal Work Denim Studio France pointed out, 'Denim by Première Vision makes it possible to anticipate the future.' For autumn winter 10-11, the collections shown demonstrated that denim is joining in determinedly with fashion. Products are opening up to a new balance between vintage, authentic and elegance.

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