Micam, a glam, fashion, and business-oriented format
Italian footwear looks to Micam to turn around the results of a 2018 that has not started off on the best foot, while also meeting up with the main foreign markets of reference. The formula of the event focuses on the centrality of the special areas, events, and initiatives characterised by a high-glam content.
The appointment is at MilanoFiera, from 16 to 19 September, for an 86th edition in the spirit of envy, the sin that represents a desire, a longing for fashion and high-end footwear, which is within easy reach of everyone at the Micam.
The event confirms its format with spectacular exhibition areas and a full calendar of events destined to surprise and promote the footwear supply chain. In the halls of Luxury, more than ever before, the Fashion Square confirms itself a protagonist of glam: runways for fashion shows and a stage for hosting debates and talk shows animated by the sector’s protagonists will be set up under its striking mirror. The Fashion Square will also be the setting for the Micam Party, during which the prestigious Micam Awards ceremony will be held, along with a performance taken from the musical “Kinky Boots”.
Always in the Luxury area, the Man Square will make its return, hosting the most prestigious brands of men’s footwear alongside picturesque shoeshine stations, while the Style Square will highlight the offering of international brands with its body painter performances.
In the Contemporary area, the Fun Square renews the offering of Emerging Designers, the area dedicated to international creative talent, proposing LED walls, virtual reality stations, hairstyling areas and tattooing on sneakers. The iKidsquare will instead present acrobatic feats and striking shoes made from the plants and flowers of M. Plant to shine the spotlight on the offering of the iKids area, which represents the kingdom of children’s footwear. Finally, the Micam Square, which is at the centre of the Cosmopolitan proposal, confirms itself to be the training ground for seminars on fashion and retail trends in footwear, which have been entrusted to the experts of WGSN.
This is the layout that Micam offers the 2000 estimated collections for SS 2019, which will be the protagonists of the 86th edition: an itinerary studied to highlight the collections to the maximum extent possible, while at the same time making it easier for buyers to make their selections. Off-fair, the city of Milan will be involved in the Micam by setting up 5 special areas in the squares of the city and presenting initiatives centred around the show “Kinky Boots”, with the intent of shining the spotlight on high-end footwear.
With these contents, what are the expectations of the organisers in terms of visitors? “The return of Russian buyers strongly characterised the last edition of MICAM. – declares Annarita Pilotti, President of Assocalzaturifici – Dialogue with this country and with the entire CIS area remains of fundamental importance and we are convinced that our event will continue to be a platform of primary importance for these markets. Micam also looks to the East, organising together with the ICE Agency, incoming services for buyers coming from ASEAN countries (Singapore, Indonesia, Vietnam, Malaysia, and Thailand) and China, and journalists also coming from Australia, Japan, South Korea, Russia, and the USA”.
The last edition of Micam recorded 44,227 visitors, of which 60% was from abroad, thus confirming the increasingly international scope of the event. The original mix of fashion, business, and glam characterising Micam 86 is now ready to meet up with the approval of the sector’s markets.