LONDON — Copenhagen International Fashion Fair (CIFF) is introducing men’s wear platform CIFF Raven, shifting its dates, and forging a partnership with the Denim by Première Vision fair to maximize the image and exposure of Danish and Scandinavian brands.

“We believe if we work well and hard that Copenhagen can become a major player in the fashion industry and design in general. We can’t beat London and Paris, but I think we can be one of the best destinations with good brands and key visitors,” asserted Kristian Anderson, CIFF’s fashion and design director. “We’re looking to build up a very good, long-term relationship in Europe and it takes a lot of years to do so.”

Bella Center, Scandinavia’s largest exhibition center, has been operating and funding CIFF since the late Nineties. Bella Center’s multi-year, 8.5 million pounds, or $13.7 million, investment plan aims to rebrand and strengthen the fair.

“It’s been an on going process,” Anderson said. “We’ve been growing the business so we needed to first of all create a much more inspiring and high quality trade show.”

In line with this positioning, CIFF presented in August an installment by Off White’s Virgil Abloh and an exhibit dedicated to the late Malcolm McLaren.

CIFF will also be partnering with Denim by Première Vision. It will have its own space at the upcoming denim fair in Barcelona in November, while the denim event will be present at the Danish show. The two events are also to create a platform based on content marketing and co-branding events.

CIFF will return to a Thursday to Sunday time frame to better coincide with the shows. CIFF is to be held from Jan. 29 to Feb. 1, and Copenhagen Fashion Week from Jan. 28 to Feb. 1.

CIFF’s two other competing trade fairs — Gallery and Vision — have closed.

As reported, Vision is set to be replaced at the Øksnehallen location by a new fair called Revolver, to be held from Jan. 29 to Jan. 31.

CIFF Raven will take place in the city’s Forum Arena —where Gallery used to be held — from Jan. 29 to Feb. 1.

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