Feeling It at Bluezone: What to Expect This Season

This article is sponsored by Bluezone, the trade show for denim by Munich Fabric Start. Register to visit here!

Bluezone’s SS27 Show Tells Us A Lot About Where Things Are Headed in the Business of Denim

In a shifting sourcing landscape, trade shows have to earn their keep. They’re no longer just about fabric and handshakes—they need to help brands make smarter decisions, spot what’s next, and meet the right people.

They’re feeling that pressure in Munich too. It’s why the Bluezone show is evolving. For the second time, it’s fully integrated into the MOC alongside the rest of Munich Fabric Start, in an ongoing effort to simplify the setup and stay relevant.

This show preview offers a glimpse of what to expect from the Spring/Summer 2027 edition of Bluezone: the mood, the moves, and the makers to watch. I’ll walk you through the themes, the new layout choices, and some of the key exhibitors bringing fresh ideas to the floor.

Three Days, One Roof, and Shifts at Bluezone

This season brings some familiarities, some firsts, and a few things still finding their feet.

Last edition was the big move; the first time Bluezone was held inside the MOC rather than its former home at Zenith. Some loved the convenience. Others missed the soul. Either way, this new structure gives buyers more ground to cover without needing to leave the building.

For the first time, Bluezone now runs for three full days, aligning with the Munich Fabric Start schedule. Last edition, the entire show was shortened to two days. This return to the original format suggests renewed confidence in the show’s relevance.

It also marks the first edition fully shaped under the leadership of Florian Klinder, the new Managing Director of Munich Fabric Start. And it shows. From the floorplan to the messaging, there’s a shift in tone. 

All About Making the Best of It

There’s an unspoken theme running through this edition: making the best of it. 

In the press release, Florian Klinder hints at the challenges—how efficiency and pragmatism are shaping the market, and how show organisers need to adapt just like everyone else.

That resonates far beyond trade shows. In the business of denim—and fashion more broadly—there’s a natural selection happening. From stores to brands to producers, the landscape is getting more crowded and more cutthroat. That’s largely because it’s never been easier to start something new.

Point in case, I started my own jeans brand last year. And boy, how I would’ve made my life easy if I were doing printed tees. Buy some blanks, build a webshop, and I’d be in business by the end of the week. That lower barrier to entry means more makers, more collections, more noise, and more competition for attention.

So what makes a show like Bluezone worth showing up for? It comes down to how well it helps visitors cut through that noise—and actually move projects forward.

Less Pragmatism, More Pleasure

The overarching theme for Munich Fabric Start this season is PLEASURE. It’s not just a mood board exercise—it’s a bold emotional reset after years of restraint. Confidence, sensuality, and optimism take centre stage.

The campaign visuals push this idea hard with a hyper-close, tactile shot of human skin that feels intentionally provocative. It’s raw. Intimate. Maybe even slightly unsettling to some. It pushes back against the sanitised, predictable branding you often see at trade shows. It forces a reaction.

The use of bare skin—uncovered, zoomed in, and without context—highlights how textiles shape intimacy, even when they’re absent. The organisers describe this as emotional materiality: fabrics and surfaces that connect with the body on a sensory level, inviting emotion, touch, and personal expression. This season’s trends lean into that feeling, with materials designed to resonate—not just perform.

Denim Trends Take Centre Stage at Munich Fabric Start

One of the biggest shifts this season is that the denim trend displays are now integrated into the foyer of the MOC—curated by O/M Collective as part of a more unified, cross-category trend experience. The move reflects a strategic effort to present denim not as a standalone niche, but as part of the broader fashion conversation, fully embedded in the look and feel of Munich Fabric Start.

Tilmann Wröbel, who has long shaped the tone of denim at Bluezone, is still actively involved—this time through his trend seminar, The Perfect Time for Denim Imperfection. In it, he digs into how Gen-Z sees flaws not as defects but as proof of authenticity. In denim, of course, imperfection is innate: ring and slub, fading and patina, wear and tear.

This season’s seminars also zoom out to broader shifts. One theme—Sustainable Digital Denim—highlights how new printing technologies are unlocking bold looks with far less environmental impact. Another—The Thrill of the Search—taps into how rarity, exclusivity, and subcultural drops are reshaping consumer desire.

The signal is clear: denim isn’t a sideshow anymore. It’s central to the creative conversation—and increasingly fused with the wider shifts happening across fashion categories.

Homegrown Denim Legends Return

Launched last season, the Homegrown Denim Legends concept is back—shining a spotlight on the denim heritage of Germany, Austria, and Switzerland.

The concept debuted with tributes to historical figures like Loeb Strauss (aka Levi Strauss), Erwin O. Licher, and a special installation curated by Ruedi Karrer—featuring rare vintage pieces from his legendary collection.

This season, the focus expands. Ruedi is back with new pieces from his archive, and a new name joins the spotlight: Angels, a German denim brand adding a fresh, contemporary layer to the story of regional denim making.

It’s a reminder that the roots of denim run deeper than many assume in the DACH region—and that heritage still matters, especially when it’s made visible.

Circularity, Softness, and Denim Makers to Watch

The Spring/Summer 2027 denim direction leans into lighter fabrics, softer textures, and more conscious blends. But it’s not just about feel—it’s about fibre.

Several key exhibitors are bringing serious developments to the floor:

• ISKO (Turkey) returns with City Glam, D-Lite, and Future Face 2.0—lightweight, high-performance concepts for a more fluid denim experience. They’re also showing Moonskin Denim (developed with Adriano Goldschmied), plus RECODE and RE&UP fibre concepts. Their ISKO Luxury by PG line merges classic craftsmanship with modern technology and luxurious depth.
• Tejidos Royo (Spain) expands its circular offering with additions to the 2LIFE and REBOOT collections—100% recycled cotton and now also their new Soft Fabrics line, including piece-dyed denim for extra versatility.
• Berto (Italy) continues to elevate European selvedge with short lead times, deep experience, and an eye for premium production values.
• Bossa (Turkey) brings its usual creativity to weaves and washes. Their fabrics often strike the sweet spot between trend and texture.
• Calik Denim (Turkey) balances scale and sustainability. Think strong staples, fashion blends, and consistent R&D investment.
• Sharabati Denim (Egypt) plays to its strength in verticality—design to garment—with competitive lead times into Europe.
• Troficolor Denim Makers (Portugal) is known for flexibility and heritage-driven denim. A go-to for smaller brands that want to produce in Europe. You’ll find them in Hall 3.

A Decade of Bluezone for Me—And I’m Still Curious

I’ve been visiting Bluezone for a decade—not every season, but often enough to see how much things have changed. This time, I won’t be physically present as I’ll be exhibiting with my own brand at a trade show in Copenhagen, held on the exact same days.

Still, I’ll be following Bluezone closely. I’ve teamed up with my good friend Wouter Munnichs from Long John, who’ll be on the ground walking the halls and sharing impressions. Wouter’s been a regular at the show ever since I first brought him along—and he knows what to look for.

I’ll be publishing a follow-up recap here on Denimhunters, with Wouter’s observations, shortly after the show.

The post Feeling It at Bluezone: What to Expect This Season appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site