The city of Milan has long been recognised as one of the world’s most important fashion capitals. But beyond the glitz and glam of Fashion Week, the city is also home to MICAM Milano — an internationally-renowned footwear trade show which dates back to 1968.
Organised bi-annually in Spring and Fall at the expansive Fiera Milano exhibition centre, and promoted by ASSOCALZATURIFICI ITALIANI (Association of Italian Footwear Manufacturers), it is here where shoe manufacturers, footwear buyers, fashion analysts and trendsetters from all walks of life will converge for four days to acquaint themselves with over 1,400 footwear brands from all over the globe. During the 86th edition of MICAM, which took place from September 16 to 19, the trade show reported a strong turnout from international buyers from Japan, South Korea, Dubai, Russia and the United States.
Spread out across seven massive halls within an area spanning 62,267 square metres, visitors of MICAM will be able to explore a plethora of brands from five categories: Luxury, Contemporary, Active, Cosmopolitan and iKids. Notable luxury brands that have participated in previous years include Fendi, Salvatore Ferragamo, Gucci, Prada and Tod’s; while the main highlights for this year’s fabulous luxury line-up were Roberto Cavalli, John Galliano, Rodolfo Zengarini, Alessandro Dell’Acqua, Bruno Magli and La Martina.
In efforts to create a more immersive and memorable experience for the attendees, the organisers behind MICAM have introduced a unique campaign which is based on the “Divine Comedy” poem that was written by renowned Italian poet, Dante. Following the “Lust” and “Seduction” themes that were introduced back in September 2017 and February 2018, respectively, the latest edition decided to kick things up a notch by focusing on “Envy” which portrays the beauty and quality craftsmanship involved in Italian shoe design.
Notable highlights during this year’s rich programme of events included a special guest appearance by American fashion designer, Tommy Hilfiger; pro bono grooming services at the trade show’s beauty parlour and barber shop; live art performances featuring Parisian botanical artist Christophe Guinet and body-paint artist extraordinaire, Johannes Stötter; and high-octane fashion shows held at the MICAM Square. Visitors who were present during the opening day celebrations were also treated to a sneak preview of Kinky Boots, a multiple Tony Award-winning broadway musical which makes its official debut in Italy in November this year at Milan’s Teatro Nuovo.
As for trade show’s main attraction, it would be the opportunity to anticipate next year’s biggest fashion trends via the insightful presentations conducted by leading trend forecaster WGSN; as well as the “Envy for MICAM” project which shines a spotlight on 12 budding designers who are making strides in the footwear industry. Handpicked by a jury of their peers, this year’s list of participants included abcense, Adieu, Dondoks Paris, Kobi Levi’s Footwear Art, Iri, Good Vibes, Le Flow Pairs, Madame Cosette, Merah Vodianova and Soloviere.
The next edition of MICAM Milano will be held in 2019 from February 10 to 13. For further information on the trade show, visit themicam.com