A unique event in Palazzo Tornabuoni for the “Cuoio di Toscana” brand at Pitti Immagine

A multi-sensory itinerary developed on a musical and visually innovative platform, an evolutionary journey in fashion which gives space and importance to the creative thoughts of all people. This is how Cuoio di Toscana presented itself to the public in an exclusive event held on Tuesday 18 June at Palazzo Tornabuoni in the heart of Florence during the opening day of the 84th Pitti Immagine Uomo.

A format dedicated to B2C, which we would like to repeat at fashion, art and lifestyle events

declared Donato Galasso, project manager of Cuoio di Toscana The objective of the consortium is to create awareness on the quality of leather soles from Tuscany, which not only add value to the production of Italian footwear, but are also a fundamental part of its history and cultural evolution. The Storytelling Video was screened for the first time at the event. It was greeted with curiosity by those present and with satisfaction by tanners, the real protagonists in the history of leather.

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“In the heart of Tuscany, we are the history of leather” so begins the video that talks about everything that is “beyond the shoe’s sole.” The tanners are the storytellers and protagonists of the 9 video clips. They are the ones who pass down the secrets of leather tanning from generation to generation, and continue to create a “unique” product: a real leather sole. The event was one of the most important occasions during Pitti week with more than 1,000 participants and with the presence of leading TV personalities such as Andrea Roncato, Stefania Orlando, the actress Roberta Giarrusso, the ballerina from Dancing with the Stars, Samanta Togni and the charming Roberto Farnesi. The audience also included leading Italian journalists and fashion bloggers. The President of the Consortium, Stefano Biagi, was satisfied with the overall result.

We chose to invest heavily in image to show consumers the real values that lie behind our products, which are appreciated and used by fashion brands worldwide and are guarantee of a quality shoe. We want more and more customers to buy shoes that have a leather sole from Tuscany

Cuoio di Toscana” was also supported by the Mayor of San Miniato (home of the consortium) Vittorio Gabbanini, who stressed the importance of supporting local companies with the institutions and his strong desire to help a sector which is the beating heart of Italian excellence and the lifeblood of the region.