Denim Première Vision keeps touring around Europe, takes summer edition to Milan

Denim Première Vision is taking a chance on Italy. The most important fair in denim industry, which has a biannual periodicity, has announced that the summer edition will take place this year in the Italian city of Milan.

Last February, the group announced that they would follow an itinerant program, alternating its editions among different European cities. The first chosen city was London, which hosted the event in the Old Truman Brewery facilities from the East London district, and which takes place this week.

Now, Denim Première Vision has announced that Milan is the next European city to host the fair, concretely the Superstudio Più complex, and that it will take place the 5^th and 6^th of June. Furthermore, the group has also stated that it will host the celebration in London again for the next winter edition.

“The purpose is to make a better use of geographical proximity and to take our exhibitors to markets with great potential, and Milan fits just perfect”, explains Guglielmo Olearo, director of the denim event since last February.

The fair was launched for the first time ten years ago and, in recent editions, it has turned its strategy around in order to get closer to fashion and more specifically, to luxury. In the edition that is currently taking place, the fair counts with the presence of 89 exhibitors, a figure 11% higher than the one from last autumn’s edition.