Timeless glamour-studded Denim by Première Vision

04 Jun '12

3 min read

With a 10th edition marked by Hollywood-style glam, Denim by Première Vision again affirmed its status as the must-attend event for all denim professionals: luxury and premium brands, pure players, retail brands, distributors and more. And with 2,578 visitors, attendance jumped 10% over May 2011.

The international prestige of the show was confirmed by a remarkable percentage of foreign visitors, increasing to 73% from 70% at the year-ago show. With the exception of France, the majority of European countries registered increases: Spain (+62%), Germany (+53.6%), Italy (+32.6%), the United Kingdom (+30%), The Netherlands (+24%). Turkey and Tunisia show signifi cant growth, up respectively +111% and +53.6%. Especially noteworthy is the growing interest in the show on the part of North American and Latin American buyers, with the US showing a 23.4% increase and Brazil registering a 41.6% increase.

The world's denim industry pros show no hesitation when it comes to traveling to Paris to discover the show's comprehensive, global offer bringing together all the jeanswear sectors. For two days buyers dove into the creative universes of the 83 exhibitors, and also seized this opportunity to discover new suppliers from among the 8 companies present for the fi rst time at the show. Thus, with a poor consumer climate in the European markets, Denim by Première Vision played an integral role mobilizing and energising the jeans community. A special moment together that helps everyone to then go out and face the current economic challenges!

Another positive element was the incredible effort made by exhibitors to surprise the denim community. In just a few years the show has proved itself to be the launching ground for the industry's latest developments and technologies, for fabric and colour innovations, especially in the women's market highlighted this season!

The richness of the offer could be grasped immediately upon entry in the displays of exhibitors' samples for the Autumn Winter 13-14 season... in a glam-studded ambiance! This edition, timeless California glamour flourished under the vaults of the Halle Freyssinet to infuse the show with a bit of transatlantic fl avour, wafting in on a breeze of lush opulence.

Under the palm trees, three villas housed products broken down into the season's 3 themes: Eccentric Glam (womenswear), Glam and Raw (menswear) and Glitter Glam, which covered both markets.

The excellence of perfect cuts, especially in women's products, was strongly put forth by a majority of exhibitors this season. In this vein, ISKO displayed the entire production cycle of jeans in the «Up to Denim» area.

The highlight of this unique demonstration of know-how was the press conference attended by all of the partners in this operation: Marco Lucietti (ISKOTM Marketing Director), Chantal Malingrey-Perrin (Director of Denim by Première Vision), Jean Hegedus (INVISTA Global Marketing Director Ready-to-Wear), Valerio Galizi (owner of C&S), Tony Chu (Hudson VP Communications), Federico Corneli (Haikure founder) and Elena D'Urso (Fornarina marketing manager).

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