Première Vision Denim Mai 2025

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See you in Milan on 21 and 22 May for the latest edition of the PV Denim Fashion District!

The Denim Fashion District concept

Launched in May 2022 at the first Berlin edition of the Denim Première Vision trade fair, this creative space brings together the collections of a dozen ready-to-wear and accessories brands with a particular focus on the world of denim.

For 2 days, upcycling labels, young designers, established brands and rising denim stars will be meeting in an area specially designed for the occasion, where they will be presenting capsule collections created in partnership with the show's exhibitors.

The first participants of the 7th edition

FADE OUT LABEL

STRIPES OF-F ROAD

DAILY BLUE BY ADRIANO GOLDSCHMIED

KELLY KONINGS

RITA AMMEG

BORSA FATTA DA ME

FLORANIA

LUCIA CHAIN

MARCELLO PIPITONE

MATERIA

SASHA NEEMA PONTE

GIMMI JEANS

EMINA

MILENA ANDRADE

Fade out Label

Founded by Andrea Bonfini, FADE OUT LABEL was born in Berlin in early 2015. 

Unisex, zero waste and unique clothing with an oversized cut in deconstructed vintage denim and upcycled natural fabrics, this is what the FADE OUT LABEL collections are made of. 

The brand develops and produces innovative, handcrafted quality clothing in its Berlin workshop, which, thanks to the use of recycled materials, becomes one-of-a-kind handmade pieces that are still reproducible but always different. 

Stripes Of-f Road

Paola Verzini and her husband Michele founded the Stripes Of-f Road accessory brand in Verona, Italy in 2007. Instilled with a passion for tailoring and craftsmanship by her tailor parents, Paola still follows this sartorial philosophy in the production of the Stripes Of-f Road bag and accessory collections. 

The brand works mainly to order and offers the possibility to personalize the design, from the inner and outer fabrics to the yarns and zips. 

Passionate about the world of denim, the designer couple has for several years been pursuing upcycling with the use of high quality, durable and non-fading Italian denim fabrics. 

Daily Blue by Adriano Goldschmied

A new collaboration between Adriano Goldmschied and Artmill shines a spotlight on premium woven denim fabrics. 

ArtMill, the innovative woven fabric division of Pakistan-based denim producer Artistic Milliners, has partnered with Adriano Goldschmied, the “Godfather of Denim” and founder of Daily Blue. Together, they’ve crafted a collection that underscores ArtMill’s commitment to fashion and sustainability. 

Titled “Weaving Glamour”, the concept collection features exclusive fabrics that embody versatility, quality and eco-conscious design. “In today’s market, the need for fabrics that seamlessly blend comfort, performance, and premium quality is greater than ever. ArtMill is dedicated to leading this charge, with our iconic blends, and superior craftsmanship at the core,” said Omer Ahmed, managing director of Artistic Milliners. 

Khaki takes center stage in the collection’s desert-inspired color palette. Originally introduced for British military uniforms, this hue represents practicality and has become synonymous with timeless style. The collection includes tops and tailored bottoms, blending historical references with contemporary design and a commitment to eco-conscious production. 

Goldschmied said his goal for the collaboration was to design high-quality finished garments that show clients the possibilities of ArtMill fabrics.

Kelly Konings

Kelly Konings Textiles was founded by textile and fashion designer Kelly Konings. It offers an innovative approach to how clothing is made by combining the textile making process with the design process, creating garment and textile simultaneously. This way, textile and garment are woven in a multi-layering system. This simplified production system of an integrated design and weaving processes makes it possible to produce garments locally and on demand, reducing the amount of steps in the production and therefore reducing waste. All textiles are woven with natural, recycled and/or deadstock yarns, such as linen and local wool, creating high quality, 100% biodegradable textiles and. This approach combines the craft of weaving with the material experimentation into digital jacquard woven patterns. 

Konings’s work has been featured in magazines such as Vogue, Elle and ID Magazine, and showcased at Copenhagen Fashion Week, Stockholm Fashion Week and Paris Fashion Week. It was awarded the ‘H&M and ELLE Circular Fashion Award 2023’. The designer’s work has been presented at institutes such as ITS International Talent Support, New Order of Fashion, The Visionary Lab, The Linen Project, the Stockholm Furniture Fair, the Stockholm Craft Week, the Dutch Design Week, the Salone del Mobile and the Stockholm Creative Edition. 

Rita Ammeg

The Rita Ammeg brand was first launched in Veneto in 2014. 

The founder, Emiliana Toniolo, has chosen to embrace the slow fashion trend, and in particular Italian handmade. Each item is created by expert hands and made for those who choose it for its uniqueness. 

Alongside co-founder Elisabetta Costa we commit to respect the environment, attention to minimising waste and giving new life to that which comes from the past. 

With this, people can achieve their dreams as we create beautiful pieces that enhance the personality of the individual.
 

Gimmi Jeans

GimmiJeans: no unicorns, no glitter. Just jeans. Done right. 
We’re artisans from Veneto, raised on denim and strong coffee. Our idea of a revolution? Using hemp. No, not that kind. The legal one. The textile kind.Sustainable, tough, and almost forgotten. Except by us. 

We take it, weave it with denim, and turn it into jeans that don’t shout “look at me”, but whisper “I know who I am.” 

Our supply chain isn’t global. It’s local. 20 km local. The person sewing your jeans isn’t a machine in a far-off factory. It’s Mario. Or Lucia. And you might run into them at the Sunday market.
 
Gimmi isn’t a glossy brand. It’s an idea: that you can dress well without hurting the planet. And without taking yourself too seriously.

LUCiA CHAIN

LUCiA CHAIN is an italo-argentinian fashion brand born in Bueno Aires, rooted in Piemonte, Italy. Founded in 2017, the brand embodies a deep commitment to the environment, crafting plant-based designs by hand in their local studio using raw fabrics and organic dyes. 

Their core values revolve around zero-waste patterns, a-gender fits, and slow production, resulting in biodegradable clothing designed for longevity.  For LUCiA CHAIN, denim is a translation of everyday life, simplicity, and durability. Denim possesses the nobility to speak of a potential luxury through austerity. 

While not solely focused on denim, their approach likely extends to durable and thoughtfully sourced materials, reflecting a modern and sustainable interpretation. 

Key elements of their collections include meticulously handcrafted pieces that prioritize environmental responsibility and timeless design.

Borsa Fatta Da Me

Founded in 2023 by Claudia Di Guida, Borsa Fatta Da Me is a sustainable fashion brand that gives new life to discarded denim. 

Each bag is handcrafted using long strips of recycled jeans belt loops, which are skillfully crocheted to create unique and durable bags. The process is eco-conscious from start to finish: bags can be washed to achieve customized colors and finishes using low-impact, waterless techniques that minimise energy waste and pollution. 

The result is a personalizable and innovative product that blends creativity, craftsmanship, and circular design, perfectly aligned with the latest fashion trends and environmental awareness.


Milena Andrade

Milena Andrade is a Brazilian designer with Italian heritage passionate about ethical projects. She skillfully merges her Brazilian roots with Italian craftsmanship, blending creativity with innovation and a commitment to quality. Founded in Milan in 2017, the Italian brand Milena Andrade Denim is the result of the teamwork of the brilliant and innovative style director and her team of international professionals. The result is high quality denim, 100% designed in Italy. 

Milena Andrade makes treasure from discarded material like tugs and stock of denim cuts, to give it a new life reducing to the minimum textile waste, but also limiting the use of natural resources. She did it for the "Recycle" model, made with fabric inserts and regenerated thanks to the creative verve of Milena who has thus obtained low environmental impact jeans enriched with an exclusive Milena Andrade cut. 

With different procedures for quality control, The Milena Andrade Denim is designed in Milan using the highest quality of denim and a refined technique to adapt to the different female forms and get a perfect effect. Not only a perfect pair of denim, but a powerful and gentle "tool" to enhance the beauty of women. The magic 3: shape, seam, and revolutionary fabric are what makes each pair of Milena Andrade Denim unique. 
 

Sasha Neema Ponte

Sasha Neema Ponte is a Copenhagen-based designer focused on pattern cutting innovation and material-driven design. 

She has a background in the costuming industry and graduated from London College of Fashion with a BA in Costume for Performance in 2020. 

She is currently developing research projects centering fashion and textile sustainability through inter-disciplinary approaches in pursuit of her master's degree in Fashion Design for the Planet at Design School Kolding. 


Florania

Florania is a solarpunk, genderless, and g-local brand founded in 2021 by Flora Rabitti, with the mission of supporting Italian textile traditions while minimising its climate impact. Blending innovation and craftsmanship, the brand stands out for its use of experimental techniques, innovative fibers, and an artistic approach to denim. 

Flora Rabitti, a designer trained in Milan, London, and Paris, worked with Prada and Alberta Ferretti before launching Florania. Her background combines illustration, creative direction, and ethical commitment. 

The brand has received awards and recognition from major players such as Max&Co, KERING, and the Camera Nazionale della Moda Italiana, and has been featured in leading international events including Milan Fashion Week, Pitti Uomo, and Swahili Fashion Week. 
 
Follow @Florania on Instagram →
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