MIFUR 2016From 2 To 5 March 2016 - Fiera Milano Rho. A New Campaign Focusing On Cutting - Edge Diversification

Nov 18, 2015
Posted in: , FAIRS , Market News


Mifur ’s new campaign is in keeping with the new communication directives and takes into account the changes being planned for the Exhibition: the emphasis of the upcoming 2016 edition of the International Fur and Leather Exhibition will be on fur apparel and the younger consumer.

Mifur’s expertise lies, of course, in showcasing outerwear made entirely and exclusively of fur, high-end brand names and fur in its purest form, not to mention the fur production chain. And yet its new campaign goes above and beyond all that to bring the Exhibition’s fur garment section to the forefront. Through these pieces, the campaign clarifies the nature of its consistently high-end product that attracts the biggest and most important Italian and international names in the sector year after year to Milan.

Luxury – in the most contemporary sense of the word – manifests itself in the fur details of a cashmere coat, a leather garment, shearling articles, down jackets and knitted and fur pea coats.

“Diversified luxury reflects both style and fashion as a mirror of modern times, and, alongside the finest materials – which for our industry sector are all-fur garments made from the finest furs – can even be expressed in the simplest forms,” explains Norberto Albertalli, President of the Exhibition. “Nowadays, ‘high-end’ means quality products, the skill that goes into making garments, their style and a guaranteed place of manufacture. Taking a more modern approach, similar messages of luxury and creativity can be also expressed by products with more affordable prices, without necessarily being ultra-precious or total fur.”

The new image and a teaser video, made by the creative young talents at Italiana Marchi for Mifur, combine the product’s new vision with a reflection on the consumer sector, targeting the younger customer segment in particular.

“It’s a trend that’s becoming stronger by the day,” confirms Albertalli, “and it’s a trend that makes us proud, because it means that the product has proven that it can innovate and adapt to new consumers in new forms. And as fashion today connects especially with young people, it’s good to see how the majority of designers are now choosing fur as a material to be included in their own collections.”

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