PARIS — With competition continuing to heat up in the denim trade show sector, Denim Première Vision is headed to London — albeit as a one-off, as part of a new itinerant format for the twice-yearly event which henceforth will alternate between a Paris venue and a different European destination.

The next edition will take place May 23 to 24 at the Parc Floral de Paris in the French capital, with the fair’s second edition to be held Dec. 5 and 6 at the Old Truman Brewery in East London.

The 10-year-old fair has also undergone a complete overhaul, with a new more fashion-oriented positioning focused on contemporary denim, and a new management team in place.

Guglielmo Olearo, international exhibitions director for Première Vision, is taking over the show’s helm. He succeeds Chantal Malingrey, a member of the board, who alongside her role as marketing and development director for Première Vision and director of special events has been appointed director of PV’s pre-collections show, Blossom Première Vision. Fabio Adami Dalla Val has been named show manager of Denim Première Vision.

Guglielmo Olearo

Guglielmo Olearo  Courtesy

Denim Première Vision’s new format will see an international offer of players from across the entire denim value chain — spanning weavers, components and accessories manufacturers, clothing manufacturers, denim washers and finishers — organized by profession for greater clarity, according to a statement.

The “experience” side of the event will be emphasized, with speakers, conferences and debates geared around the challenges facing the sector, as well as events and “happenings” to facilitate networking opportunities.

Along with a reorganization of areas, a more contemporary scenography and simplified buyers’ circuit, new features will include a unified stand showcasing creative developments and the technical and technological innovations of exhibitors. The show’s fashion tools have also been redesigned.

Denim Première Vision first showed at the Halle Freyssinet in Paris, then in May 2014 moved to Barcelona before returning to Paris in November 2016, showing at the Paris Event Center.

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