Micam, a mix of glam, fashion, and businessItalian 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. Among special areas, initiatives, and events characterised by a high-glam content, the SS 2019 season of mid and high-end footwear will accordingly be kicked off.
Kicking off the 86th edition of Micam is the spirit of Envy, the sin that represents a longing and the achievable desire of a high-end shoe. The event reconfirms the format launched a few seasons ago, with the worlds of Luxury, Contemporary, Cosmopolitan, Active and iKids facing out over the striking areas designed to surprise and more effectively highlight the estimated 2000 collections of the selection presented by more than 1,400 exhibitors representing the best in Italian and international footwear.
The Fashion Square kingdom of luxury renews glam by hosting the fashion shows and a programme of talk shows and debates with the sector’s protagonists for the first time. It will also be the setting for the exclusive Micam Party, featuring a performance from the musical “Kinky boots” and the granting of the prestigious Micam Awards. The Man Square instead returns with its shoeshine stations to enliven the area with the most prestigious names in men’s footwear, while the Style Square uses body painting to shine the limelight on international fashion brands. The Contemporary proposal stands out in the Fun Square, which also hosts the international talent of Emerging Designers: here it will be possible to find hairstyling and makeup stations, tattooing on sneakers, LED walls, and virtual reality stations. The iKidsquare will instead present acrobatic feats and the “vegetable” shoes of M. Plant to animate the area dedicated to children’s footwear. Finally, the Micam Square, which is at the centre of the Cosmopolitan proposal, reconfirms itself to be the meeting point for sector operators with its seminars on fashion and retail trends in footwear curated by the experts at WGSN.
Alongside these striking contents, Micam will also organise promotional, associative, and educational initiatives that will attract students and youths to the fair, while the “off fair” will involve the city of Milan and five of its most important squares.
Finally, in terms of visitors, Annarita Pilotti, President of Assocalzaturifici, announces the participation of a delegation of buyers coming from ASEAN countries (Singapore, Indonesia, Vietnam, Malaysia, and Thailand), who were invited to the fair in collaboration with the ICE Agency, together with a delegation of journalists coming from China, Australia, Japan, South Korea, Russia, and the USA.
Between glam, fashion, and business, Micam gets ready to exceed the results of its last edition, which registered 44,227 visitors, with 60% of this number coming from abroad.