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Beijing, first anniversary of the “BeIT” campaign

Pechino, primo anniversario della campagna “BeIT”
Pechino, primo anniversario della campagna “BeIT”

On the occasion of the first anniversary of the extraordinary campaign to promote the “Made in Italy” products, “Italy is simply extraordinary: BeIT”’, the Italian Embassy in Beijing and the Italian Cultural Institute – in collaboration with the prestigious fashion magazine “Esquire China” – organised the event “Made in Italy: Social responsibility for a better future”, an exhibition focusing on the social responsibility initiatives carried out by some major Italian brands (Armani, Fendi, Tod’s, Ferragamo, Loro Piana).

The issue of social responsibility has recently become an aspect of corporate management to which Italian companies are paying increasing attention. The fashion industry is no exception, with major brands that have included environmental protection, sustainable development strategies, attention and care for civilisation, social welfare and human rights among their goals.

The event, attended by representatives of the Chinese fashion world and the diplomatic community in Beijing, has been an opportunity to explore these issues and to discover how the Italian fashion industry interprets the link existing between history, craftsmanship and social responsibility.

In his speech, Ambassador Luca Ferrari has recalled how the exhibition is “a perfect synthesis of passion, tradition, style, diversity, innovation and creativity, themes that are at the heart of the Italian “BeIT” communication campaign, of which we are celebrating the first anniversary”.


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