On the eve of its 10th anniversary in 2017, Denim Première Vision has unveiled a campaign titled ‘Tomorrow is Calling’, to give a dynamic and new momentum to the show. The marketing campaign taps into the future and will position itself to serve a global as well as the new generation denim community, who are radically overturning established references. The organisers are also partnering with Sportswear International to launch ‘Share & Shake’ which are four interactive and 45-minute denim sessions, where exhibitors and visitors can decipher and explore the future of denim and its latest innovations. Another new initiative is the Première Vintage Market in collaboration with Italian Denim Boulevard, a space where past and future fuse together into a unique research dimension. Visitors will not only be able to can draw inspiration here, but will have also the opportunity to enrich their own archives.