The tenth edition of Denim by Première Vision was marked by Hollywood-style glam with a timeless California glamour, and recorded a true red-carpet attendance: 83 exhibitors, 2,578 visitors - 10% over May 2011, with 73% of foreign visitors.

The booths were full of creativity, surprises and most of all of bright colors, more and more actual this year mainly for women's market.

The only side-event of the fair was the cutting-edge Up to Denim 2 - Fit to perfection project, a partnership promoted by ISKO™ and involving INVISTA, C&S, HUDSON, haikure and Fornarina (see the other news in denim friends!). The project showcased a real value chain experience, displaying the main steps of the fit production cycle from weaving to wearing.

The highlight of this exclusive initiative was presented in a roundtable between all the prestigious partners of this collaboration: Chantal Malingrey-Perrin – director of Denim by Première Vision, Jean Hegedus – INVISTA Global Marketing Director Ready to Wear, Marco Lucietti – iSKO™ Marketing Director, Valerio Galizi – C&S owner, Tony Chu – HUDSON VP Communications, Federico Corneli – haikure founder and Elena D’Urso – Fornarina Marketing Manager. The presentation registered great attendance of visitors, journalists and denim insiders, confirming the interest of the players in such an initiative.

Next stop for Première Vision will be… ASIA!

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