DENIM ROOM is charging onto the scene in 2020 with a preview show at PROJECT New York, followed by its full launch in PROJECT Las Vegas. Named Creative Director and Brand Ambassador, Maurizio Donadi, supported by media sponsor Rivet, has been busy formulating a full content suite of programming while PROJECT is rallying marquee brands around this new creative space.
While DENIM ROOM will sit within PROJECT’s floorspace, located on Level 2 in the Shoreline Exhibition Hall, women buyers will want to venture outside of Level One to explore DENIM ROOM’s beyond-the-fray planned installations, creative studio activations, and the following exhibiting dual-gender brands:
- 7 for All Mankind
- Blank NYC
- Fidelity Denim
- DL 1961
- BDG Urban Outfitters
- Lucky Brand
- Silver Jeans Co.
- Rock Revival
As a collection of premium to artisanal denim brands, this collaboration of heritage and next-generation men’s and dual-gender brands will not only showcase upcoming product, but this neighborhood collective represents brands that are pushing the denim world forward through responsibility, creativity, and innovation – this is where Maurizio is drawing his inspiration from. Expect curated archives of recycled one-of-a-kind denim pieces and an explosion of content ranging from Q&A’s to panels featuring industry protagonists in the denim industry.
The three activations include the following:
A fully fabricated content studio lounge—and the area where all original content will be shot—will serve as the central hub of creativity and community for DENIM ROOM.
The Artifact Collection
An installation of approximately 100 unique denim pieces Donadi has been collecting for the last 30 years will be featured, including samples that were never produced, pieces that were commercial flops, and limited-quantity denim. Rather than a vintage collection, the thought-provoking Artifact Collection intends to uncover what fashion brands have achieved and forgotten in the last few decades, Donadi said. “In many cases, the designs are even more relevant today than they were in the era of their conception,” he added.
DENIM ROOM Conversations
Conversations Rooted in the success of The N:OW Forum, Donadi, Rivet and Amy Leverton of Denim Dudes will create a full suite of educational content, including trend presentations, panels, and workshops. Sessions and discussions will feature insight from both seasoned veterans and emerging players in the denim industry.
“For 2020, PROJECT has given me the opportunity, from ideation to execution, to work on DENIM ROOM. This space is meant to inspire, provoke, disrupt, and build a new way of looking at the denim industry, with creativity and a profound sense of responsibility.” -Maurizio Donadi
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