Asahi Kasei to launch Bemberg campaign at Premiere Vision

17 Sep '18

3 min read

Courtesy: Asahi Kasei

Japan’s Asahi Kasei is set to launch the global brand Bemberg campaign at Premiere Vision Paris, which will be held from September 19-21, 2018, in booth 6G62 - 6H63. The presentation of the Bemberg new campaign represents a high benchmark in value for smart textile fibre innovations, and one that is built on a long heritage of innovations since 1931.

Bemberg is the ONE new material definition for responsible luxury. The ONE for cool exquisite comfort, and the ONE whose smart heritage is born in a circular economy. The new campaign will amplify the uniqueness and innate smartness, redefining the brand voice as Bemberg at an international level with an openness and positive approach that facilitates a stronger, more focused role in the market, according to a press release

Leading European manufacturers are playing a key role in the global role out of the latest Bemberg innovations. Pioneering partner mills featured at the booth include Euromaglia, Fiveol Textil, Infinity, Ipeker, Jackytex, Lanificio Europa, O’Jersey, SMI Tessuti, Tessitura Uboldi Luigi, Tintex Textiles, Brunello, G.I. Tessil Foderami, Gianni Crespi Foderami, Manifattura Pezzetti, Marco Pastorelli, and more. The new Bemberg booth at Premiere Vision is a contemporary and clean vision of the brand with a glowing, whitened atmosphere of modern architecture and luminous lighting that perfectly frames the new and dynamic identity image to reveal the ‘preciousness’ essence of the brand, its amazing textiles and leading fashion innovations.

There will be three fabric galleries, each showing the latest and unique fabric designs for fashion forward looks, refined jersey dressing and luxury athleisure loungewear. Fashions by Maison Margiela will confirm the new status of Bemberg as the ONE fibre that moves the luxury of touch to a new contemporary fashion feel.

A vision from the past will be displayed, in a true classic vintage sheath dress from the 1991 Martin Margiela winter collection using a peach skin finish on a refined, parachute-light fabric in a signature gunmetal grey colour courtesy of Zohra Alami. Also, a contemporary representation of fashion from the MM6 Maison Margiela SS2018 collection with a lingerie inspired dressy style in Bemberg popeline will also be displayed.

A new technical advance in finishing from Asahi Kasei will be presented at the booth. Called Velutine Evo, the finish is comparable to premium peach skin finishes today, but now with a better environmental profile by using less water and energy to produce a durable and refined finish that sets a new benchmark for everyday luxury, demonstrating the company’s ongoing commitment to R&D in smarter, market relevant innovations. (GK)

Fibre2Fashion News Desk – India

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