The first GenovaJeans will include immersive experiences, exhibitions and events, and is being supported by denim mill Candiani, brand Diesel and EcoAge.

Artworks have been donated by top Italian artists, and will become part of the Jeans Museum in a city that the organisers say produced the first indigo-dyed cotton fabrics in the 12th century.

Manuela Arata, founder and president of GenovaJeans, said: "GenovaJeans is much more than an event: it is a project that will have an impact on the development of an area with an enormous potential of 2 million tourists plus 2 million cruise passengers. They will find a fascinating historical area for shopping, entertainment, crafts and culture based on blue jeans.”

The event will run from September 2 to 6.