MICAM, in the spirit of vanityVanity is the filter through which the next edition of the MICAM will be interpreted: here are a few previews of its contents and a small recap of the September 2017 edition.
“Unveil your vanity, all ye who enter here”: after Lust and Seduction, the allegorical journey of Italian footwear continues in Purgatory in the realm of the proud and vainglorious, where Vanity rules. It is in this context that the 85th edition of Micam will be kicked off on 11 February 2018, “encouraging” visitors from all ends of the globe to worship the FW 2018-19 collections of footwear. They will be asked to imagine Italian footwear as an object of desire, inspiring the admiration and envy of all those surrounding them.
Glam passes from the product – the more than 1,400 striking FW 2018-19 collections rich in innovative contents, design, and a quality offering – to the event itself, which reinforces for its 85th edition its connection to the world of fashion, which is represented at the fair by the leading designer labels looking out over the Fashion Square. Next to the protagonists of the previous two editions, with names of the calibre like Prada, Gucci, Giorgio Armani, Salvatore Ferragamo, Jimmy Choo, Sergio Rossi, and Ermenegildo Zegna… will be many prestigious new entries in the new Fun Square at pavillion 4, with names like Donna karen, Calvin Klein and Karl Lagerfeld only to tell some. IN the same space, Micam will propose a new layout for the emerging designers in the footwear world. Alongside these two areas rich in glam, will be the Man’s Square dedicated to the universe of men, with its leading names in men’s footwear and shoe-shine stations. Next, we will find the Style Square with its futuristic bar along with the MICAM Square, the nerve centre of the fair with its fashion shows and fashion trend/international retail seminars staged by the experts of WGSN. The fair’s layout will also disclose some new surprises, with the i-Kids area finding a more advantageous location at the beginning of Hall 4, for the presentation of the most prestigious brands in children’s footwear, while the i-KIDSquare will feature many events and seminars.
Micam will also be an extraordinary hub of events, exhibitions, and initiatives featuring footwear as the reigning protagonist: from the MICAM gala event that will enliven the Fashion Square the first evening of the event, with VIP guests, performances, and the granting of the prestigious MICAM Award, to the exhibitions and special initiatives, which have reserved a special place of honour for themes dedicated to professional training.
Accordingly, these remarkable figures and contents will act as a magnet in attracting international buyers and the footwear-addicted from around the globe to the event. The last edition of MICAM recorded 47,187 visitors, up +5.6% over the previous edition, with 27,880 accounted for by foreign visitors (+5%), coming above all from Russia, the USA, China, Hong Kong, France, and Germany; and 19,307 Italians (+6.5%): the organisers’ expectations are for the 85th edition to exceed these numbers, while reinforcing the recovery in Italian buyers.