2023-09-12 22:06:01
OTB is on the front line to promote transalpine know-how. The fashion group led by Renzo Rosso, which holds among others in its portfolio brands such as Jil Sander, Marni, Diesel and Maison Margiela, is launching a campaign shining the spotlight on the artisans and SMEs in its own supply chain in order to to celebrate their talents and abilities and to make them better known to the general public.
Renzo Rosso (left) and Minister Adolfo Urso – OTB
The campaign is called MADE, Made in Italy, Made Perfectly, an acronym chosen for “Manuality, Craftsmanship, Devotion and Excellence”. It is intended to be “a tribute to the skills and stories of those who, working behind the scenes, are fundamental in the process of creating excellence and quality of the well-made Italian product, and deserve to be its protagonists”, explains OTB in a press release.
The project was presented this Tuesday in Rome to the Ministry of Business and Made in Italy in the presence of Minister Adolfo Urso. Last May, the Italian government approved a draft law dedicated to this theme by establishing, in particular, a national Made in Italy day, on April 15. Among other measures, the establishment of a Made in Italy high school and a fund to support female entrepreneurship.
The MADE campaign will culminate on April 15. It will be launched through the different communication platforms of the Italian group, telling “through people, materials and the working environment, the stories of some of the most important OTB suppliers, selected according to specific criteria” , especially in terms of the longevity of their collaboration with society, attention to sustainability and innovation.
“The selected companies are located in different regions of Italy and belong to the textile, ready-to-wear, footwear, tannery, leather goods and metal accessories sectors,” specifies OTB.
“To really help the supply chain and Made in Italy, we cannot think in terms of assistance. Likewise, the government cannot do everything alone. Resources must be well invested and, for this reason, they must be entrusted to large and medium-sized companies. Large companies, which have the tools to manage resources and the capacity to support smaller companies in terms of development and growth”, claims Renzo Rosso.
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