Leather Naturally has unveiled a new global campaign designed to unite the leather value chain ahead of World Leather Day, which will take place on April 29, 2026.
The initiative, “Make It Leather,” aims to encourage a more deliberate choice of leather in an era increasingly shaped by fast-fashion and short-lived consumer goods. The campaign will deliver educational content, advocacy resources and practical tools intended to engage stakeholders across the industry, including farmers, tanners, brands, designers and consumers.
According to
Dr Luis Zugno, Chairman of Leather Naturally, the organisation wants the 2026 event to become a globally coordinated moment that highlights leather’s value and craftsmanship while bringing together the entire ecosystem around the material. Read about Dr Zugno’s vision for the future of leather innovation
here.
Moving beyond awareness
Leather Naturally says the new theme represents a shift from simply raising awareness toward encouraging action. The message promotes leather as a durable, repairable material with natural origins as a byproduct of the food industry, positioning it as compatible with more considered and longer-lasting consumption patterns.
Jim Deheer, a board member and communications lead at Leather Naturally, said the campaign reflects growing demand for materials that offer both longevity and reliability amid economic pressures and sustainability concerns.
Digital hub and year-round engagement
To support the initiative, Leather Naturally has launched a dedicated digital hub that provides facts, myth-busting resources and campaign materials designed to support industry advocacy worldwide. The organisation plans to amplify the message through coordinated social media activity, PR outreach and collaborations with international influencers.
While centred on World Leather Day, the “Make It Leather” campaign will run throughout the year to maintain momentum and encourage ongoing engagement across the sector.
Industry-wide participation
Leather Naturally is encouraging participation from across the industry, including designers, students, manufacturers, artisans and brands. Members will receive a toolkit of images and social media assets to support local campaigns and storytelling.
The organisation says success will be measured not only by campaign reach but also by its ability to inspire designers to specify leather, attract students to careers in the sector and strengthen pride among manufacturers and craftspeople.
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