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DENIM : A NEW TERRITORY FOR PROFESSIONAL TRADE SHOWS AND A NEW SOPHISTICATION
Denim is the success story of the season in the struggling world of trade shows.
Denim is the success story of the season in the struggling world of trade shows. DENIM BY PREMIERE VISION will be held in Paris on the 4th and 5th of December 2007 at Docks in the Plaine Saint Denis. The show will be presenting Summer 2009 denim collections, preceding PREMIERE VISION by three months (a date long requested by industry insiders). The show includes all branches of denim, from weavers and manufacturers to jean accessories and detailing.
In Germany, the MUNICH FABRIC START with its Blue Zone, has been successful for several seasons now. At its July 2007 exhibit it launched a new show called JAM, covering jeans wear and urban wear. The next JAM will be held in Düsseldorf from the 8th to the 10th of February 2008. WEARE, a new tradeshow launched by the former head of marketing of Bread & Butter, will be held at the same time.
DENIM EXPO, which was scheduled for this past Spring in Rimini, Italy, will now be held in January 2008. Much like DENIM BY PREMIERE VISION, the show will cover all aspects of the world of denim.
In the USA, the tradeshow MAGIC joined forces with PROJECT, a tradeshow covering denim and premium jeanswear, at their last exhibit in Las Vegas this past 27th to 29th of August 2007.
Of course, you can count on the continued success of BREAD & BUTTER in Barcelona with its next show scheduled for the 16th to the 18th of January 2008.
Key points for denim::
Sophistication through Color
Denim has now been fully integrated in our city wardrobe, either worn with a sleek blazer or any style of tops. This sophistication has been seen through the presence of darker, chicer colors such as indigo or double-dyed darks, giving even more rock-n-roll styles a classier look.
As far as colored jeans, light grey has definitely replaced bleached denims. The denim is sometimes made with a polyester thread running through the weave for a silvered effect. In general, the washed out look is achieved through over-dye or sodium treatments, to create a uniformed look on the fabric. A grey flannel emorised finish is a key look for this winter season. Army style denim can be seen in a variety of caramel shades and dark honeys or in washed vegetable dyes.
Winter whites continue this season in slightly ecru or sandy tones, in a starched chic sportswear approach.
Sophistication through Fabric
With the continued success of the “slim fit” look, elasthane has become indispensable in both women’s and men’s jeanswear. Elasthane can be combined with cotton, cotton/polyester blends or cotton/polyamide blends for a subtle sheen. Lycra is also being used in denim through a process called “Thermolite” developed by LAUFFENMUHLE. Not only does the stretch fiber add comfort, but on black denim, it leaves fine white traces which give the garment a rock n roll feel. Tencel is making a comeback in the casual denim market. Its easy-care properties combined with its subtle feel make it an attractive choice for jeanswear. There are a variety of natural blends, such as linen with denim. There are also more sophisticated blends using silk or cashmere in the luxury casual market.
In the same vein is Pima cotton which has a high-end look and feel. TISSAGE DE QUINTENAS has developed flats with an anti-mosquito treatment.
Sophistication through Style
- a tailored style with banker’s pinstripe
- a casual chic style using the subtle fluidity of Tencel denim
- a rock n roll style with leather look denim with metallic touches
- a trashy luxe style which has a used, almost dirty look to the denim. This effect is achieved through over-dying with a greenish tone or through enzyme washes.
Should you want more information on the denim market, please contact your local agent to arrange a Promostyl consultation.