Since it was launched in 2007, Denim Première Vision has been *the* event to visit. At a personal level, what are the things that you have yourself seen changing over the years at Denim PV? What has changed about the way that people do business?
Fabio Adami Dalla Val: Indeed, with our long history we went through different phases of the business and the product, and we had the opportunity to see most of the changes and the innovations in advance considering the show is the place where the industry likes to present its new research.
The show was born just before the 2008 crisis, and it was from the beginning and without a doubt the place to be for the main players of the denim value chain. The whole denim industry has always been present at the show in order to make business, discover the innovations, and to develop their network. And I would say that networking is actually one of the most important values of a show like Denim PV which works like a hub to exchange ideas, meet new partners and create new collaborations.
After six great years in Paris, we decided to move from France to Spain to offer new perspectives to the denim community. I can say it was an incredible experience, and a big success with the highest number of visitors ever from all over the world and a relevant number of side events (for example the anniversary of Martelli laundry).
It was also the beginning of a period of change for industry. The market was not as dynamic as it used to be, and both exhibitors and visitors’ demand evolved. Première Vision started to re-think its denim-oriented fair according to the evolutions of the market. Business became the key, and as it is the mission of Première Vision shows to facilitate business, we decided to focus on this part more clearly.
I think we have been fast enough to understand it and after 11 years we redesigned completely the strategy of Denim PV. We designed a space where it's possible to conduct business in a comfortable environment not only without forgetting the peculiarity of the denim industry, but looking at the dynamicity too. Once again, we have anticipated the needs of the industry starting our physical/digital project in 2018 with the presentation of our exhibitors’ collections on the Marketplace Première Vision. Digitalisation has of course increased with the COVID-19 crisis. We couldn’t organise physical shows anymore, but we set up online Digital Denim Weeks. Now that we can go physical again, the Denim Digital Week is still on, running e few days before and after the show to help international buyers who cannot travel to attend the show and access our trends information.
Since 2007, everything has changed in the fashion panorama, but at the same time many things are still the same: the needs to have a place to meet stable and reliable partners, a place to look for new opportunities, to be inspired from exclusive and trendsetting fashion proposals, and a place to find out the latest innovations on the market.
This event is taking place at a time when the pandemic is, hopefully, petering out. How do you see both buyers and sellers making the best of the Berlin show? What are the vibes that you have got from people who have already registered for the event?
Fabio Adami Dalla Val: The pandemic is more under control than one year ago but has not yet ended, and unfortunately in many countries there are still many travel restrictions. The current unstable situation linked to the war in Ukraine might also affect the capacity of the people to travel and to enjoy the event with a relaxed mind.
However, we are positive about our next show as our main partners will exhibit at this new edition. Berlin is one of the most interesting fashion capitals and one of the most creative hotspots in Europe. This provides an excited approach (never seen before) of the show for our exhibitors that seems ready to present a great number of novelties and ideas.
I saw many people from each team that are planning to be in Berlin longer than just the show time, trying to rediscover the pleasure of travelling and the benefits of it.
From the visitors’ side, we have seen a great interest in the projects that we will present at Denim PV. I’m thinking, here, for example, of the Denim PV Fashion District that will be presented for the first time ever and where brands will be showing their new collections before being sold in stores. I’m also thinking here of our fashion trends information developed by the Première Vision fashion team, which is always unique and innovative. As the fashion trends are sets in collaboration with our exhibitors, it allows the audience to explore the future products and innovations with a market angle. The Trends Agora—where the trends—are showcased will provide an immersive environment that will mix physical and digital experiences at the heart of the event.