Appeared In
Special Issue
WWDStyle issue 02/01/2011

PARIS — Texworld organizer Messe Frankfurt is set to unveil a new look for its upcoming edition, to be held at Le Bourget, north of Paris, from Feb. 7 to 10.

This story first appeared in the February 1, 2011 issue of WWD. Subscribe Today.

The revamped format divides the fabrics presented into three categories: women’s, men’s, including formal and business wear, and sportswear.

“This responds to demand from our visitors who want to be able to orient themselves more easily at the show,” Texworld managing director Stephanie Keukert said.

Messe Frankfurt’s decision a year and a half ago to take on design duo Louis Gérin and Grégory Lamaud as artistic directors for Texworld will make its biggest mark, so far, noted Messe Frankfurt France president Michael Scherpe.

“I wanted Texworld to have a real fashion soul,” Scherpe said. “We are an excellent trade show organizer, but we could not bring this soul to the event. I think that after a little more than a year [with Gérin and Lamaud], we have found our fashion soul.”

For the first time, the firm has integrated its trend forecasting, instead of outsourcing it to an agency, a job now performed by Gérin and Lamaud.

“It was natural to ask Louis and Grégory to create this forecast, as they are in daily contact with our exhibitors, something that is not the case for the agencies,” Scherpe said.

As for key trends, Lamaud expects to see lots of natural materials, including “magnificent” embroideries, linen, denim and cotton, and new technical developments in synthetic and natural mixes.

Gérin cited Huajia, a Chinese full-service silk producer, Indian embroiderer KTC and Portuguese manufacturer Troficolor Texteis, which specializes in effects on denim, as some of his most notables.

At Troficolor, marketing manager Flavio Dias revealed that the company would be presenting products such as “really hot” wax-finish denim, a double-faced denim for night and day, and red selvedge denim in different weights and finishes.

French style guru Nelly Rodi will give trend presentations at the show.

Messe Frankfurt has registered the same number of exhibitors, 640, for the event as for last February’s edition.

“We are very happy because the Indians are coming back after an absence of a few editions,” Keukert said.

This corresponds with the return of trends for embroidery and lace, which were out of favor for several seasons, she explained.

There will be fewer exhibitors from Pakistan, however.

“Some of the big companies from Pakistan will not be coming because of the problems with cotton,” she explained. “They told us they could come to present their new collections, but they would not be able to assure production because they do not have enough cotton to satisfy demand because of the floods. We will have the same problem with Australia.”

Some 35 percent of the show’s exhibitors for the upcoming edition are Chinese, while 80 percent come from Asia overall.

The event will have two sections for eco-friendly fabrics and one for small-quantity production, Keukert noted, again to better guide visitors.

At press time, visitor preregistration was on a par with that for the February event last year, said visitor marketing manager François Decaux, when Texworld welcomed 14,000 visitors.

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