spirited discussions, gatherings, smiles, haggling, and fashions… On June 5 and 6, Denim Première Vision took place at Superstudio Piu in Milan, bringing together manufacturers of blue fabric and specialists from European brands to explore the fall/winter 2025–2026 concepts showcased by nearly 80 exhibitors. Amidst a difficult climate for the sector brought on by a decline in mid- and upper-range market segment consumption, more than 2,000 people attended the vibrant event, including many global corporations.
This is a unique period since the industry is not grappling with a single issue. The participants’ lack of medium-term vision affects how they approach things, according to show director Fabio Adami Dalla Val. “Inflation is one aspect that affects business, particularly in Germany, which is the largest denim market on the continent. But there are other factors affecting commerce as well, such the US-China spat, the Russian market closing, logistical problems in Asia, and problems with the Panama Canal.
Despite the fact that spectators can be drawn to the newest innovations and fashion trends, observations made in the exhibition aisles suggest that 2024 is a difficult year and caution is suggested. In 2023, there was a market bubble. In 2024, things will get harder, but we’ll get back to how things were before COVID-19. The Italian specialist Elleti’s head of foreign accounts, Paolo Biondaro, stated that “I believe the market is going to normalise.” The difficulty comes from the fact that brands are somewhat delaying their purchases even though demand is still there.
This is another direction that FashionArt, which was acquired by Chanel at the end of 2022, is investigating. In addition to inventing methods for employing denim to manufacture bags and accessories, the firm provides solutions incorporating material mixtures. The goal of all of this is to produce something novel and distinctive. In order to improve its response times for client deliveries, the business purchased a laundromat.
This season, Turkish retail behemoth Isko is concentrating on using its advancements in textiles and cuts in fashion. It has divided its offering into five categories. The producer states, “We wanted to react to the market.” “We need to combine innovative technology with advanced fashion.”
Two different points of view were presented at a roundtable discussion with denim icons François Girbaud, Jimmy Taverniti, Adriano Goldschmied, and Marithé Bachellerie. “Luxury conglomerates completely obstruct emerging designers, appropriating every fashion trend.” They are unable to articulate themselves. In terms of recycling, it needs to end. It is a topic we have discussed for forty years.
