Denim Première Vision—the premier international gathering for denim industry professionals—was held on December 4th and 5th at Superstudio Più in Milan. The event attracted 2,610 trade visitors from across the globe, including Italy, France, Germany, the United Kingdom, Spain, the USA, the Netherlands, Switzerland, Turkey, China, and more.
Held under the patronage of the City of Milan, the two-day event served as a dynamic hub for the denim industry, showcasing innovation, creativity, and emerging trends. According to the organizers, it provided fashion brands and professionals with the chance to connect with global experts and explore the latest collections and innovations for the Spring-Summer 2026 season.
The event featured 71 exhibitors from 14 countries, including Japan, Italy, France, Portugal, Switzerland, and Turkey. The exhibitor profile included 63% Denim Spinners and Weavers, 27% Manufacturers and Finishers, 6% Services and Technologies, and 4% Accessory and Component Manufacturers.
Florence Rousson, President of the Première Vision Management Board, highlighted the event’s vibrant atmosphere and high-quality offerings. She noted, “Denim is evolving with unique versatility, spanning from casual to sophisticated, and is more than ever establishing itself as a cornerstone of the luxury sector.”
"Today, it reflects the overarching aspirations of our entire industry: combining excellence, sustainability, and innovation. This edition of Denim Première Vision embodied an exceptional collective energy, with a resolutely forward-looking spirit. In a global context marked by uncertainty, the success of this event highlights our industry’s strong determination to maintain its momentum of collaboration and innovation. Attendance met expectations, both in terms of volume and the remarkable diversity of profiles."
The two-day fair featured a comprehensive programme of fashion seminars, conferences, and talk sessions, offering insights into the future of denim and sustainable fashion. Among these, denim expert Julieta Mercerat (Première Vision) led the fashion seminars, while a series of talks by industry leaders delved into transformative trends and solutions shaping the denim world.
Denim Première Vision underscored its role as a hub of education, innovation, and collaboration for professionals committed to pushing the boundaries of the denim industry.
A notable addition this season was the Pitches—interactive sessions where exhibitors showcased their latest technological innovations and sustainable initiatives. These events created a collaborative space for dialogue, idea-sharing, and problem-solving, addressing critical challenges facing the denim industry while charting new directions for its future.
Key Themes and Highlights:
Sustainability and Innovation: On stage, experts emphasized innovation in washing, dyeing, and sustainable materials. Highlights included the presentation of BIOAWAKE by Orta, which demonstrated eco-friendly denim advancements, and Andrea Venier's Zero PP concept, exploring new ways to eliminate plastics in denim production.
Craftsmanship Meets Technology: Discussions focused on combining traditional expertise with modern technology to minimize environmental impact without compromising quality. Blue Jeans Lavanderie showcased advancements in sustainable washing, while the "Made in Italy" ethos of quality and innovation was a recurring theme.
Culture and Design: Amy Leverton, founder of Denim Dudes, explored the influence of pop culture, social movements, and memes on denim design, forecasting trends for 2026.
Global Market Dynamics: Sociocultural challenges and market growth strategies for denim in the Middle East were examined, along with discussions on how women are reshaping fashion trends and stylistic norms.
In addition, the Denim Fashion District showcased collections from emerging designers and talents, offering visitors an inspiring glimpse into the creativity driving the future of denim.
The event also provided a platform for networking and business development, with the aisles buzzing with opportunities to forge partnerships and explore innovative products presented by exhibitors, spanning spinners, weavers, manufacturers, finishers, technology services, and accessory makers.
Ultimately, Denim Première Vision underscored its role as a hub of education, innovation, and collaboration for professionals committed to pushing the boundaries of the denim industry.
Denim Première Vision will return to Superstudio Più in Milan on May 21-22, 2025, spotlighting the Fall-Winter 2026-27 Denim season.
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