There are three themes on which the event turns the spotlight on: sustainability, craftsmanship and Italianity that the event promotes also through its advertising campaign which sees as protagonists some young leather goods manufacturers handling the tools of the trade, expression of craftsmanship (leather pieces, hammers, anvils, awls, chalks, scissors etc …) but also with the emblems of Italian spirit, this to emphasize the added value of the Italian style of the event.
Italy is considered the cradle of art and know-how, MIPEL is therefore the ideal stage in which to present the best products and brands, the expression of the art of leather manufacturing from all over the world, of which, however, Italy remains absolute leader.
The decision to place some young leather goods manufacturers immersed in a colorful world at the center of the communication campaign is not accidental: too often the world of leather goods is understood as “old”, “traditional”, “boring”, MIPEL overturns the stereotype and recounts the beauty of a sector that can offer many job opportunities to young people who want to get involved. According to Confindustria Moda estimates, in the next 3 years the world of italian fashion industry will register a need of approximately 48,000 operating workers, of which a significant part refer to the leather goods sector which is, precisely, in continuous growth; therefore, there is an incredible world of opportunities to be seized by young people and this is one of the messages that the event wants to launch.
Within the campaign there are also references to the theme of environmental sustainability: flowers and leaves join the other objects present and also through the use of ironic videos MIPEL launches the message that waste materials such as plastic, cans etc…, if properly recycled they can actually turn into new resources and therefore contribute to environmental well-being.
The line of sustainability will also be explored through the set-ups, collaboration with reference partners and the organization of specific workshops; in this way MIPEL aims to raise awareness among exhibitors and visitors about the contribution that each individual can make to the common cause of sustainability understood not only in the environmental sphere, but also in the social, economic and productive spheres.
