2024AW Premiere Vision Paris & Milano Unica Exhibition Review
Première Vision Paris and Milano Unica are considered the two biggest textile exhibitions in the world. We bring you a review of KOWA's exhibits and proposals for the 2024 AW season.
Buyers from all over the world visited both venues, and lively business negotiations took place as a forum for encountering various materials and creating new businesses.
The number of exhibitors from Japan is also increasing, and the heavy atmosphere caused by the global pandemic is gradually being lifted. At the same time, the flow of people and goods is reviving worldwide, and we have realized that there is a need for more sensitive responses to the needs of the acceleratingly diversifying fashion market.
Freed from a sense of stagnation, moving towards new change
Given the high demand for cotton materials at the exhibition for the 2024 Spring/Summer season in February, the exhibit was split into two different axes, with the fabric team showcasing their specialty cotton products, and the product team showcasing down jackets.
Many visitors were captivated by the eye-catching colorful down jackets visible through the open glass windows on two sides, and stopped in their tracks.
The overall impression of both the Paris and Milan exhibitions is that the theme of "sustainability" has remained as prominent as ever since the last exhibition. There is a growing need and interest in unique touches, technical structures and processing that are sustainable.
"Dear Cotton" - From the basics to the future
The Cotton New Finish
Cordura Nyco (Cordura Nylon)
Premium Heavenly cotton (extra-long staple cotton)
Wellact (sustainable material)
New Synthetic
Blue Blue (Denim)
CURETEX (biodegradable Japanese paper)
In the material zone, under the theme of "Dear Cotton," the collection will be on display, returning to the roots of KOWA's specialty, cotton. In addition to popular standard products that focus on processing and raw materials, the lineup will include new original denim and washi paper materials.
The denim series made from the king of cotton, Supima cotton, received a particularly good response. Many people were amazed by its luster and softness, and it received many picks.
The Premium Heavenly cotton category, which uses extra-long staple cotton, continues to receive support from visitors. Among them, the 100/2 light moleskin material is ranked as a popular material!
The category that uses sustainable materials (Wellact) continues to be in high demand, and I feel that sustainable elements are even more of a must in Europe than in Japan.
In particular, the upcycling business and "CURETEX," a biodegradable washi fiber that can be used as fertilizer to grow plants after use, attracted the attention of many visitors.
"ATELIER.K" Down Jacket that Overturns the Existing Image
The product team (ATELIER.K) attracted the attention of visitors with their colorful down jackets.
They launched a down jacket that completely changed the existing image of KOWA as a company that specializes in natural fibers.
Many people were surprised and said, "KOWA also makes down products," highlighting the company's "wide range of capabilities" as it is able to produce everything from materials to finished products.
Along with the ultra-lightweight down jackets that you'll forget you're wearing, the post-dyed (product dyed) down jackets attracted a lot of attention from visitors.
This down jacket is made from KOWA's standard cotton material and has been dyed (product dyed) to give it a faded look.
The technique of high-pressure dyeing down jackets is possible thanks to the skilled craftsmen and deep knowledge of our engineers.
By working in close contact with the dyers, we deliberately applied a dry touch texture, uneven natural surface feel, and deep vintage look to high-quality materials, which cannot be achieved with regular product dyeing, resulting in an exquisitely textured finish.
We are revealing our top 10 products as chosen by our customers!
Cotton is KOWA's greatest strength.
However, rather than using conventional cotton, the company is taking advantage of the strengths of the Made in Japan label by using tight twists, blending it with nylon, and interweaving it with silk noil, and I feel that this is a weapon that will help the company differentiate itself from competitors around the world.
It is noteworthy that materials with a technical touch, despite being cotton, such as fine, narrow-count twill that has been processed to resemble synthetic fibers and blends with Cordura, rank highly and are highly rated.
