16 November 2021
What if the new sustainable and natural material already exists? What if it was backed up by 8,000 years of research and development? With humor, the French leather industry demystifies received ideas through a digital campaign that reconciles pedagogy and inventiveness, writes Herve Dewintre on FashionUnited France
“RIUC Industrie presents exclusively a new sustainable and natural material: RIUC ©”. After a few seconds of astonishment, the anagram jumps out. Ironically, and under the pretext of presenting a discovery, the French leather industry is quite simply putting the dots on the i’s,and fighting against preconceived ideas. How? ‘Or’ What? Through a digital campaign, designed by the Matter of Fact design studio, which had the good idea to associate leather with the communication codes usually associated with innovative and technological products.
Responsible by essence….to read the resto of this article click on FashionUnited – Leather Material of the Future? Use electronic translator if you do not read French
We bring leather, material and fashion businesses together: an opportunity to meet and greet face to face. We bring them from all parts of the world so that they can find fresh partners, discover new customers or suppliers and keep ahead of industry developments.
We organise a number of trade exhibitions which focus on fashion and lifestyle: sectors that are constantly in flux, so visitors and exhibitors alike need to be constantly aware both of the changes around them and those forecast for coming seasons.
