Post by Charlotte Pichler

South Tyrolean innovation meets Berlin Fashion Week What’s the most beautiful thing about working in PR? In the search for unexpected stories, for new images of South Tyrol that we can create in people’s minds, the most wonderful synergies and opportunities emerge through a lot of hard work and great people. And that’s how the cooperation between South Tyrol x rebekka ruétz came about. In her new collection, Petrichor, South Tyrol is represented in a holistic way: - as an innovation hub through AppleSkin, the pioneering vegan leather made from apple industry by-products 💡 - as one of Europe’s largest apple-producing regions and home to the source material for this vegan leather 🍎 - as the destination that inspired the designer when developing Petrichor ⛰️ It was a blast working with the designer Rebekka Ruetz and the innovative South Tyrolean „Bastler“Hannes Parth, inventor of AppleSkin. A huge thank you as well to our PR team at COR Berlin Kommunikation GmbH and Florian Castlunger from our South Tyrol team for helping make this very special project happen. Leaving you with a question: How bold can PR be? And can projects like this show that South Tyrol is so much more than great hospitality and world-class cuisine? © Photo Philipp Scheidig