2023-09-12 22:16:20
Time.news – MADE – Made in Italy, Made Perfectly is the communication campaign which wants to pay homage to the workers and artisans who make the Italian fashion system great. It was he who launched it the president of Otb, Renzo Rosso in the setting of the Tapestry Room at the Ministry of Business and Made in Italy in Via Veneto. The initiative will see its final moment on April 15th, when it will be celebrated in the world for the first time Made in Italy Day as envisaged in the bill being discussed in parliament, recalled the head of the ministry, Adolfo Urso.
The project tells the stories of some of the most important suppliers of Otb, the Italian holding company that controls the brands, through the faces, the materials and the working environment. Diesel, Maison Margiela, Marni, Jil Sander, Viktor&Rolf. The initiative coincides with the ten years of CASH for the concrete support to the fashion supply chain which allows you to collect in advance, through a banking institution, the credits owed to Otb at extremely favorable economic conditions. This initiative has allowed suppliers and artisans to face the pandemic moment with greater serenity.
The challenge of innovation and sustainability
To date, 65 companies have joined CASH and have sold 86% of their credits, with more than 450 million payments disbursed. This is where the MADE campaign acronym for was born manual skill, craftsmanship, dedication and excellence. A real tribute to those who every day, behind the scenes, represent the heart of Italian excellence and of the great brands exported all over the world. Videos broadcast on OTB channels will tell these Italian stories spread throughout the national territory made up of faces, materials, tanning in the challenge with modernity. In a world marked by fast even in fashion, Otb decides to shine a spotlight on the workers of local couture, sometimes made up of small and very small companies and their workshops.
“The small producers and artisan businesses are the true artists who give life to the Italian fashion supply chain. It is precisely thanks to them that Made in Italy is recognized and loved throughout the world. The Otb group has intervened in recent years by offering its supply chain opportunities for growth, training, innovation, digital and technological transformation, and guidelines for respecting the values of sustainability and transparency” said Renzo Rosso at Mimit, describing the guidelines of this new project which will culminate in April 2024.
“To really help the Made in Italy supply chain we cannot think in terms of assistance and the government cannot do everything alone: resources must be invested well and for this reason they must be entrusted to large and medium-sized companies that have the tools to manage them and the ability to support the smaller ones in terms of development and growth – suggested Rosso – luxury is made of manual skills that must be carried forward and transferred to the younger generations, which is why we are teaching young people these trades and 90% find work after our training”.
The story of a product is the secret of success
Behind MADE there is therefore a business idea that starts from the smallest link in the value chain and wants to tell it, bringing to light above all those who remain far from the fashion catwalks. Red then remembered the challenge of sustainability in which all the big brands are involved. OTB has been involved in the Fashion Pact it involves for some years 70 jaws busy to reach zero impact by 2030. “We have taken too much advantage of the planet and we have the obligation to deliver a decent place to live to the next generations” recalled the president of Otb who added “the modern consumer wants to know the history of own leaders. This is possible thanks to QR Code and the block chain which allows you to trace the history of every single material of the garments worn.”
MADE is a communication campaign, but also an appeal for greater attention to fashion which represents the country’s second largest export industry. Made of big brands that would not exist without small artisans.
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