Micam… after Vanity, there’s EnvyWhile feverish preparations are underway for the 86th edition of Micam, the platform of reference for mid to high-end and fashion footwear to be held in Milan from 16 to 19 September 2018, we met up with Annarita Pilotti, President of Assocalzaturifici, the association responsible for organising the event, for a preview of some of its new features and to see how things are going with one of the most important events on the worldwide calendar of footwear.
It’s the last year in Purgatory, before arriving in Heaven: the universe of Dante depicts the glam side of Made in Italy footwear. How will this aspect be highlighted at the next edition of Micam?
“In September, we will present a preview of the spring/summer collections for next year and will give life to a complete offering, rich in quality, design, and innovative contents. As usual, our focus will be on surprising the general public and buyers through a content-rich edition. The aim, as always, will be that of ensuring MICAM is “at the service” of those who buy, making the exhibition easier for buyers to visit, while also providing support to those companies presenting new footwear collections. Our ad campaign inspired by the literary work of Dante Alighieri will also continue along its journey that passes through Hell, Purgatory, and Heaven. The next edition will present the sin of Envy, and we are sure that this play of cultural throwbacks and style will continue to provide glamorous highlights, which are appreciated by buyers from around the world.”
The requalification of the exhibition’s layout continues: what will be new at this edition?
“The event will confirm its format, with its spectacular halls, special areas, and numerous events aimed at promoting the supply chain and amazing visitors. We will once again propose the winning formula of the Fashion Square, with some of the very best brands from the luxury segment. Here, we will set up the runway for MICAM’s fashion shows and a stage that will host interesting debates and talks on new generations of consumers and communication strategies, alongside the show of the musical “Kinky Boots”, inspired by the film its named after, to raise awareness among operators and exhibitors about the importance of the generational changeover and the ability of companies to reinvent themselves. Strong from the success of past editions, we will once again propose the usual line-up of seminars in the MICAM Square, realised in collaboration with WGSN, with a focus on the fashion trends for the coming seasons and on product development.”
Which markets do you expect to have the best performance at the fair? Which markets have been targeted by the ICE Agency’s incoming services?
“The return of Russian buyers strongly characterised the last edition of MICAM. 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, also thanks to those Italian manufacturers that consider the Russian demand a “must” and accordingly invest in research and internationalisation – thanks also to the support of the ICE Agency – to respect the needs of buyers coming from that territory. As far as incoming services organised by ICE are concerned, buyers will be coming from ASEAN countries (Singapore, Indonesia, Vietnam, Malaysia, and Thailand) and China, and journalists also from Australia, Japan, South Korea, Russia, and the USA”.
Off Micam: the shoe goes to the city during the days of the fair: in what way will you involve the city of Milan and with which initiatives?
“We will involve the city of Milan with a series of initiatives that will feature the musical “Kinky Boots” as their backdrop. I can’t reveal much right now, but in 5 different squares in Milan, booths will be set up with the protagonists of the musical printed on their sides. In place of the protagonists’ faces will be holes, so people can go inside and have their picture taken. The entire initiative for the city is organized in collaboration with Accessory”.