MIPEL117: the World of Leather Goods Meets in Milan
After the brilliant performance of last September (+ 19% attendance compared to the September 2018 edition) MIPEL is preparing to reopen the doors of Hall 10 of FieraMilano-Rho from 16 to 19 February 2020 to present the FW2020/21 proposals of the over 300 participating brands.
The most important international exhibition in the world dedicated to bags and leather accessories, now in its 117th edition and organized under the patronage of the Municipality of Milan, confirms itself as an essential appointment for all brands, more or less known, who want to present the own product and get in touch with the main buyers worldwide.
At the same time as MIPEL, MICAM, the international footwear exhibition (16-19 February), and HOMI Fashion & Jewels (15-18 February), the event dedicated to fashion accessories, bijoux and trendy jewelry will take place, thus creating an exclusive polo reference in the universe of fashion accessories and an unmissable international business opportunity. Also noteworthy is the concurrence of two days with Milan Fashion Week (18- 19 February) and one day with the LINEAPELLE and SIMAC fairs (19 February). Among the new brands present at MIPEL: RefrigiWear, Romeo Gigli e Spalding, rientrano invece brand come Golla, Ynot e Valigeria Roncato. are included. Confirmed, among the most devoted to MIPEL: Aereonautica Militare, Athison, Braccialini, Bric's, Caterina Lucchi, Gabs, Gio Cellini, Nannini e Secrid.
THE SUPPORT OF MAECI AND ITA – ITALIAN TRADE AGENCY
Also for this edition, MIPEL benefits from the support of the Ministry of Foreign Affairs and International Cooperation and the ITA for the enhancement of major trade fair events. Thanks to public support, the event strengthened buyers' international hospitality and communication activities.
BETWEEN SUSTAINABILITY, CRAFTSMANSHIP AND ITALIANITY
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.
NEWS AND CONFIRMATIONS
Visitors will be greeted by a new layout of the pavilion whose lanes will be covered with carpet made with eco-sustainable materials and, therefore, completely recycled and recyclable. The new layout will be characterized by a central area, the nerve center of the event: the area will be dedicated to two sectors that gather the greatest interest:
• the TREND AREA, the place where raw material and finished product come together to create an area of synthesis of the trends of the FW2020-21 season; the area was born from the collaboration with UNIC Italian Tanneries, which supplies the leathers and fabrics that best represent the trends presented, and the companies participating in the show whose products most representative of the reference trend are selected to make up the area.
• SCENARIO, the flagship sector of the event where are located the most innovative and modern collections, bags and accessories made with sustainable materials or techniques, the brands that are not yet well known but super-cool! 37 are the brands that will exhibit in this area. Starting from the Trend Area, a wider area will be developed which will be set up with over 1,500 plants and only recycled materials that will then be given new life. It will be a space dedicated to workshops and performances that will animate the days of the fair. In addition, starting at 6.30 pm on February 17th, the area will be the perfect stage for an exclusive party dedicated to exhibitors and visitors and animated by the extraordinary music of "Ben DJ", a name that means "party" in exclusive environments around the world. Of Tunisian origin but Milanese foster, Ben Dj is a true star for those who love dance music. Deejay and producer is disputed in VIP parties all over the world and was among the jurors of "All Together Now", the new music show conducted by Michelle Hunziker and J-Ax, aired on Canale 5. On the occasion of this exclusive cocktail, interesting news will also be announced that will concern the edition of MIPEL next September (from 20 to 23).
THE "ITALIAN START UP" PROJECT
In one of the most important areas of the event, the square of the SCENARIO sector, a space will be set up dedicated to 10 young Italian designers, selected together with the ITA-Italian Trade Agency, who distinguished themselves for the creative idea of the project as well as for having made their own in some cases, sustainability issues: 11-10 Undici Dieci, Anita Bilardi, B Prime, Domozero, Eremo, Lara Bellini, Le Moki Milano, SPAZIOiF, ViaMailBag, Vive la Difference. With this project, named "ITALIAN STARTUP", MIPEL and ITA reaffirm their support for emerging realities in order to find ever new ways to enhance and promote Italian creativity and genius. The brands selected for this area are also present within the event with their own stand and being part of this project will therefore have an additional opportunity for visibility in the eyes of visitors and operators.
MIPEL SUPPORTS AND PROMOTES THE COMMUNITY OF SAN PATRIGNANO
MIPEL and the community of San Patrignano have started a collaborative project that has all the credentials to get far. The first step is to host a stand entirely dedicated to the young people of the community inside Hall 10 of FieraMilano-Rho which will showcase the creations of the Design Lab of the San Patrignano leather goods sector and will perform live, during fair hours, practical demonstrations of working and decorating leather. This is an interesting way to let know the production reality of the Community that operates today both under its own brand (producing a San Patrignano brand line that, through MIPEL contacts, hopes to distribute to contribute to the sustainability of the Community) and in close contact with the most important Italian companies in the sector. The leather goods sector of San Patrignano develops the understanding of the artisan product as a fusion of experiences from tradition and innovation processes in favor of excellence "designed and made in Italy". The focus of the project is the ability to understand the product, the knowledge of its tangible and intangible values, highlighting the value of applied production excellence. The cognitive background acts as an indispensable platform for developing skills related to all phases of product realization. The sector collaborates as a production laboratory for important Made in Italy companies and with companies that decentralize their production processes with district logic. The presence at MIPEL, the cradle of leather goods, is therefore an incredible opportunity for the guys of the community who will thus be able to immerse themselves in an experience of direct contact with the major players in the sector. The evolution of the project foresees that MIPEL may become in the future a moment in which the guys of the community, trained within the Design Lab and finished the recovery process, can get involved and introduce themselves to the companies present at the event which, accepting the challenge, they will therefore be able to count on a motivated and competent workforce. In addition to hosting the children inside the fair, MIPEL has decided to support another sector of the community, the graphic one, by entrusting it with the printing of the official catalog of the event.