Beauty brings MICAM to ParadiseDante’s allegorical journey, which first began three years ago, comes full circle and MICAM, from 15 to 18 September at FieraMilano, accompanies us to the final “celestial gates of paradise, where Beauty reigns supreme”.
Beauty is the very essence of the 2000 collections for SS2020 that will be the protagonists of the Milan fair in the worlds of Luxury, Contemporary, Cosmopolitan, Active and iKids. A complete selection, which, as is true every year, is capable of attracting over 44 thousand mid to high-end buyers and retailers coming from all over the world.
As usual, the exhibition itinerary will revolve around the squares: the Fashion Square will be the fulcrum of the fashion catwalks, fashion seminars, and talk shows. It will also host the MICAM gala with the granting of the prestigious MICAM Awards. There will then be Man Square, the point of reference for men with its Proraso barbershop and Shoeshine stations, flanked by designer proposals in men’s shoes. Next, the Style Square, with its designer bar and live artistic performances will shine the spotlight on the style of the designer labels surrounding it. Fun Square will be the designated area for fun with makeup and hairstyling stations, an LED wall, and virtual reality stations, while looking out over it will be the proposals of Emerging Designer returning to inspire visitors with their alternative collections. The iKIDSQUARE will offer relaxation and dining to visitors in a playground created from the letters of the word KIDS, while hosting artists who will play around with the codes of children’s shoes.
Brand new to this edition will be the debut of a new area completely dedicated to athletic and outdoor footwear: the Players District. A proposal that would like to reply to the great commercial success of the sneaker.
With such a vast offering in store, what do the organisers expect? “We expect a completely sold out show, because during what is an unfavourable economic moment, it is even more important to find a fixed point of reference. And MICAM is the place where exhibiting companies and buyers, who are increasingly subjected to a fluid context, can find some certainties. – declares Tommaso Cancellara, CEO of Micam – The people who come to MICAM come not only to buy, but to also increasingly inform themselves about future trends. It is not by chance that our seminars at the fair are almost always sold out. MICAM, just like other sector fairs, is not simply a business platform, but also a place where it is possible to understand in which direction the market is moving. It is an event with 1400 exhibitors and 45 thousand visitors, as well as an important observatory”.