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event
01 / 12 / 2021
Lenzing shows at Première Vision 2021 in its first physical trade fair in two years
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01 / 12 / 2021
Lenzing shows at Première Vision 2021 in its first physical trade fair in two years

Held twice a year in Paris, Première Vision brings together some of fashion’s most prominent market players to display the latest in technologies and textile innovations. With a goal to upstream creative fashion, Première Vision seeks to connect stakeholders across the supply chain and enhance business opportunities. Since 1994, Lenzing has been a permanent exhibitor showcasing its innovative fiber solutions. Despite the disruptions caused by the pandemic, Lenzing was able to physically participate at this year’s hybrid trade event, leveraging an opportunity to introduce its TENCEL™ branded fiber offerings to the world, all while meeting industry partners who share the company’s goal of becoming truly carbon zero.

There has been an undeniable itch to return to in-person appointments – albeit more intimately, and Première Vision 2021 was a triumph that allowed the textile world, Lenzing included, to connect more meaningfully with its customers after so much virtual interaction. “This being our first time back in almost two years, it almost felt like a new chapter,” said Andrea Jicman, Marketing Manager South Europe at Lenzing. “We wanted to kick it off by doing something different and impactful.”

With a focus on amplifying the carbon neutral message, especially following the expansion of carbon-zero TENCEL™ branded fibers to REFIBRA™ technology, Lenzing saw a chance to not only reiterate its sustainable cause but also greet visitors with an immersive experience into nature. Lenzing incorporated real beech trees into its booth design, which transported visitors’ experience out of the tradeshow atmosphere. The booth also provided visitors a glimpse of TENCEL™ fibers in action, as well as applications to branded offerings such as TENCEL™ Luxe and TENCEL™ for footwear. While spotlight was on TENCEL™’s “True Carbon Zero” initiatives, the company made sure to extend its priority in reducing emissions beyond its textile capabilities where possible by eliminating all physical marketing brochures, opting for a digital call to action instead.

Lenzing was one of 382 physical exhibitors at Première Vision 2021, with more participating in the digital sphere. It comes at a time of much-anticipated recovery for the fashion sector, where industry players are more eager than ever to forge connections with one another. For Lenzing’s goal to make the textile space more sustainable, meeting likeminded collaborators is imperative. The fair provided the ultimate space for this to take place, with an energized 62,800 visitors across the three days of the event.

“Première Vision 2021 was the first step,” said Claire Khoriaty, Business Development Manager France and Belgium at Lenzing. “For next year’s fair, we hope to have an even bigger opportunity to introduce ourselves to fabric mills across the world, and not to mention, Lenzing customers.”

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