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FABIO ADAMI DALLA VAL (02) SHOW MANAGER, DENIM PREMIÈRE VISION

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The ever-changing situation in the world and the confluence of people from different places and cultures increase the sense of uncertaint­y, on the one hand, and opportunit­ies, on the other. This liquid, uncertain reality is the ideal cradle for new dreams, and fashion is one of the elements in which we translate our dreams.

Denim needs to respond to this need for dreams. And yet, it seems that today it is just a small extra route for communicat­ing identity as other items (shoes, accessorie­s, etc.) have become more relevant as vehicles of symbolic meaning. For many years, denim had been a symbol, but today, in mature markets, it’s a cheap commodity without a real identity.

I think that the customer needs to see the passion behind the product, the importance and the influences in sportswear and casual wear – and to dream again.

New technologi­es allowing us to customize the products, as well as ensure sustainabl­e and transparen­t production, are elements that can’t substitute the importance of the fashion side and the DNA of denim.

This is why, at Denim Première Vision, we make an effort to emphasize the fashion side of denim and collaborat­e with our partners to create unique and innovative items.

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