Devised in unison by MIPEL and THEONEMILANO, the roadshow project in Japan was designed with the aim of introducingto a very important market for Italian fashion both the two fairs that take place in Milan through SS2020 collections of participating brands, all made possible with the contribution of the Lombardy region.
From 23rd to 25th October 2019 was set an area dedicated to “MIPEL and THEONEMILANO MADE IN” project at PLUG IN, the high-quality fashion and lifestyle exhibition organized by Senken Shimbun, the newspaper most widely read in Japanese fashion industry. At the ninth floor of the SHIBUYA HIKARIE HALL, department store of Tokyo have exhibited “signs” from selected companies as ambassadors for the beautiful and well-made products (in terms of creativity, selection of raw materials and manufacturing) that are typical of our items bearing the label “Made in Italy”.
Thanks to an absolutely brand-new presentation formula, the products were not only visible and assessable firsthand, their stories have been also be told – through specially prepared storytelling scenarios that have highlighted the brands strengths and shown the “know-how” and the creative abilities of small / medium-sized companies, which are the true heritage of the Italian fashion sector.
Danny D’Alessandro, Assopellettieri General Manager, has explained: “With the initiatives organized in Korea and Japan Assopellettieri intends to preside over, inform and share opinions and ideas about the future with the operators of two of the main outlet markets for Italian leather goods.The Korean event “Mipel Showroom in Seoul” is a consolidated event, now in its seventh edition, thanks to which the Association is able to provide an excellent service to member companies in the area that they are most interested in: doing business. The “Mipel & TheOne – Made in” event is based on different bases. It is an experiment: with the friends of TheOne, thanks to the contribution of the Lombardy Region, the idea was born to create a training / information platform between the Italian trade fair organizers and the market in which to discuss with buyers, transfer information, create moments of deepening – for example on the free trade agreement or on sustainability – and explain to buyers what the value of Italy is as a producer of ‘beautiful and well-made’. This means making association today ”.
For MIPEL on the other hand, the 15 brands have presented themselves in a different way, with a series of stories that revealed the unique history and characteristics of each one:
ALBERTO OLIVERO, ALMA TONUTTI, BGBL, BOLDRINI SELLERIA, CAMPOMAGGI, CHRISTIAN VILLA, COLONNELLI 2.0, DANIELE AMATO, DE COUTURE, FORTU MILANO, I MEDICI – FIRENZE, IRMA CIPOLLETTA, LAURAFED, PLINIO VISONÁ, SAPAF ATELIER 1954.
During Plug In’s three days, in the area set aside for the “MIPEL & THEONEMILANO MADE IN” project, two panel discussions took place featuring Italian manufacturers and the Japanese market. The first one entitled “Sustainability in Italian industry” has seen as speaker Franco Gabbrielli, ASSOPELLETTIERI president. The second panel discussed the Economic Partnership Agreement (EPA) between the EU and Japan, which came into effect on 1 February 2019, and thanks to which bus businesses and consumers in Europe and in Japan can now benefit from the largest free trade zone in the world.
The “MIPEL e THEONEMILANO MADE IN” event also makes room for young people, who are the future of the fashion industry all over the world. For the occasion, the two exhibitions have organised a Digital Competition for students from BFGU (Bunka Fashion Graduate University). The students have been asked to give their own take on the Mipel and TheOneMilano logos to celebrate this meeting between the Italian collections and the Japanese market, using the highly expressive graphic and visual languages of Japanese culture Only the person that has received the most votes for their work from both exhibitions has been invited to Milan next February to take part in Mipel, TheOneMilano and Milan Fashion Week.
