Première Vision’s Digital Denim Week highlighted ‘responsible denim’


Entitled as “The responsible denim fashion event,” the Première Vision’s second edition of its Digital Denim Week took place last week from July 5 to 9. It displayed the trends, materials and latest denim products for the Autumn-Winter 2022-2023 season.


Initially planned to happen physically in Milan last May, it moved online to the fair’s global platform that presented both the events and marketplace in one place.

More than 5,000 visitors and 1,400 participants participated in this season’s event presented a week-long schedule covering from conferences and discussions with denim industry experts.

With the keyword ‘connecting’ for this edition, the event orbited around the theme of ‘The Great North’, which celebrated an ode to nature, sustainability and the Nordics. It focused on how the industry can rethink its prospect and make more eco-friendly decisions that’ll produce a positive move to the environment.

The products highlighted a new sense of simplicity and more conscious materials and fibres. An array of themes illustrated the season’s direction, such as polar light, frozen decoration or starry nights.

Premiere Vision’s Marketplace was the core of the event. Launched in 2018, it enabled exhibitors to showcase their collections online and buyers to select and order products directly from the platform. Whether it was artisanal weavers or industrial garments makers, the catalog made for an international offer ranging from Italy and Spain to Pakistan and the UAE.

The online platform held numerous events throughout the week, beginning with a seminar on Tuesday decrypting the trends and products to consider for the AW22-23 season. Other leading events included a SmartTalk on the future of sustainable fashion with consultant Giusy Bettoni and a mini-series analyzing the denim ecosystem with designer Andrea Grossi.

The highlights from the collections? An ever-growing shift to more sustainability, with one-of-a-kind products and eco-friendly developments in the denim sector. Exhibitors heralded bright hues and colorful overdyes, as well as traceable and bio-synthetic dyes. A return to well-being and wellness, in general, has been noticed, with denim coming in softer and more comfortable fabrics.

Finally, we’ve seen the introduction of more responsible dyeing solutions – either plant-based or made from organic elements – and techniques that do not require colorants or chemicals. Première Vision successfully wrapped up a week full of promising innovations for the denim industry and will return next October for a physical edition in Milan.