To design a cutting-edge application of Italian leather to fashion products or design items. Subsequently, to match it with a disruptive marketing strategy to target successfully younger buyers and their curiosity. Such are the challenges set by Lineapelle Award, a special educational project arranged by Milan’s leather and fashion materials fair in partnership with Hongik University, which is South Korean leading academy of arts and design. Contestants are supposed to discover Italian leather while conveying, at the same time, its circularity and sustainability values.
Twenty-four students, coming from the Fashion Design and Industrial Design departments of University of Seoul, will be participating in the contest, made public on 11 September 2019. Such were the stages of the journey: briefing, workshop, presentation and development of the projects. Last December, in South Korea, they set up an exclusive exhibition of the prototypes students made.
The winners at Lineapelle
During Lineapelle, at Fieramilano Rho, in the Korean Creativity Space, they will spotlight all of the prototypes created by Lineapelle Award participants. Here they will hold the “K Leather Creativity” seminar, focused on the meaning of Korean style that applies to leather. In addition, visitors will enjoy the prize-giving ceremony, during which the two winners of the contest will be given their awards. The former is Jin Woo Chung, who presented his 2030 Pre Billie’s project, in the Fashion Design category: he achieved victory thanks to his ability to express “a creative and experimental use of leather”. The latter is Ji Yoon Kim, who presented his E-Prob project, in the Industrial Design category: he successfully managed to apply Lineapelle Award leather concept to several fields: “Office, gaming, electronics and accessories”.