The Trends, Titans and TENCEL™ Applications We Saw at Denim PV
Last week, the TENCEL™ Denim team was in Milan for the latest edition of Denim Première Vision. The bustling event on June 5-6 brought together visitors from across Europe, including Italy, Germany, Spain, the United Kingdom, Denmark and more.
Attendees could see almost 90 exhibitors from 19 different countries, representing a wide range of categories, including accessories, fabric, trim, laundry and chemicals. There were also technology and promotion firms. We were especially impressed by the differentiated product ranges we saw from Japanese and European exhibitors—particularly from Italy. We’re in a time period where out-of-the-box ideas and innovations are essential for all denim brands and retailers.
Mills showcased sustainable collections and new innovations to satisfy brand demands for newness.
We noticed TENCEL™ denim offerings from almost every collection across product categories, as exhibitors incorporated the fiber into everything from skinny jeans to drapey wide-leg silhouettes.
Beyond the booths, there was much to see. The “M.O.D.E” (Museum of Denim Elleti Group) was exceptional, with a great variety of vintage samples from brands like Levi’s, Wrangler and Lee, as well as unique unbranded pieces like kimonos or dungarees. The 100 rare articles were dated from the late 19th century and onwards. This display offered valuable inspiration for us and other attendees.
There was also a trend area focused on what we will be seeing for Fall/Winter 25-26. The Fashion Forum spotlighted trends from exhibitors, as well as the Project Tomorrow collection that Denim PV’s fashion team created in collaboration with local Milan fashion schools NABA and IAB. Another section, Denim Fashion District, displayed looks from emerging and established brands, upcycling designers and more, in concert with music for a cultural experience.
A packed seminar agenda opened with a “Denim Titans” panel with famous figures including Marithé Bachellerie, François Girbaud, Adriano Goldschmied and Jimmy Taverniti discussing denim’s past, present and future. The recurring “Hey Denim! What’s Up?” time slot enabled exhibitors and designers to present their creations. And “Artificial Intelligence: The Tip Of The Iceberg” investigated the impact that AI could have on the supply chain.
At the end of day one, we gathered with other attendees for an outdoor party, enjoying the pleasant Milan weather.
Click through the slideshow below to see some of the highlights.
