Denim PV Milan testifies to dynamic of collaboration and innovation

Sustainable denim innovation was displayed at Milan’s lively Superstudio Più for the Denim Première Vision 2024 latest edition, on December 4 and 5, 2024. This year the show went beyond a traditional one and stood out for its strong emphasis on sustainability and circular fashion.

Over 70 exhibitors from 14 countries showcased their latest sustainable innovations at Denim Première Vision Milan 2024. The event highlighted cutting-edge dyeing techniques that conserve water, as well as the increasing use of recycled and biodegradable fibers. This reflects the industry’s commitment to reducing its environmental footprint.

Première Vision, CEO, Florence Rousson said, “Denim is evolving with a unique versatility from casual to elegant and is more than ever a pillar of the luxury sector. Today, it reflects the great aspirations of our industry as a whole: to combine excellence, ecological responsibility and innovation.”

“This new edition of Denim Première Vision embodied an exceptional collective energy with a resolutely forward-looking spirit. In a global context characterized by uncertainty, the success of this event testifies to the strong determination of our industry to continue its dynamic of collaboration and innovation. The number of visitors was in line with expectations, both in terms of volume and in terms of both volume and the wide variety of profiles,” she added.

At the show’s 23 conferences, industry experts presented their latest innovations and sustainable initiatives on stage. They provided a space for the exchange of thoughts, ideas and solutions to shape the future of denim highlighting how innovation, sustainability and collective intelligence come together to master the challenges of tomorrow.

Experts on stage shed light on the importance of innovations in the manufacturing processes, particularly in the areas of washing dyeing and sustainable materials management.

Among others, Pioneer Denim presented its new Denim Couture concept in an exclusive talk featuring Christian Reca, head of marketing, being interviewed by Maria Cristina Pavarini, senior editor of The SPIN OFF/Fashion, stressing the importance of creating and reinventing the heritage of traditional 5-pocket jeans and transform them into real fashion statements.

Orta presented its Bioawake by Orta project emphasizing the future of environmentally friendly denim and showing how companies can integrate sustainability into their production strategies.

Craftsmanship and technology were also at the center of the exchange, especially with a focus on Made in Italy and responsible washing methods given by Blue Jeans Lavanderie.

Officina39’s Andrea Venier presented the company’s “Zero PP” concept and provided valuable insights into new approaches to eliminating plastics in denim production.

Amy Leverton, founder of Denim Dudes, explored topics from pop culture to protest movements and showed how every meme, movement and attitude will influence the design, manufacture, and marketing of jeans by 2026.

The event also explored the socio-cultural nuances of the Middle Eastern market and the role of women in shaping fashion trends. Additionally, denim expert Julieta Mercerat provided insights into upcoming denim trends for the Spring/Summer 2026 season.

The Fashion Forum was a highlight of the event, showcasing innovative garments and sustainable concepts for the upcoming season. The focus was on denim’s versatility and eco-consciousness, with a strong emphasis on recycled fibers, sculptural silhouettes, and bold color palettes.