the MICAM reinforces its fashion contentThe 84th edition of theMICAM, which will be kicked off on 17 September at Fiera Milano

Sep 12, 2017
Posted in: , Fairs & Events

An increasing emphasis on fashion content will characterize the 84th edition of theMICAM, which will be kicked off on 17 September at Fiera Milano with a selection of 1,400-plus prestigious brands of Italian and international footwear.

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The show dates are increasingly close to those of Milan Women’s Fashion Week, which will commence the last day of MICAM, thus creating a beneficial synergy among the various players in the fashion chain with the aim of working together towards a common goal.  However, also the Fashion Square will see an increased number of prestigious names from the fashion system: alongside Fendi, Salvatore Ferragamo, Gucci, Prada and Tod’s, which debuted at the previous edition, will be some important new names such as Giorgio Armani, Sergio Rossi, Jimmy Choo, and Ermenegildo Zegna.

Fashion footwear, as the protagonist of the event, will be represented by leading Made in Italy brands and a selection of prestigious international brands present at the fair with their Spring-Summer 2018 collections.  Moreover, the collections of International Designers will make their return, together with the hotbed of new talents in the Emerging Designer Area.  Accordingly, the MICAM will feature footwear that will end up in the store windows of the most prestigious international boutiques and department stores next summer.

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Enriching the MICAM proposal will be a rich programme of events:   fashion shows will help buyers orient their purchasing choices in the MICAM Square, while the seminars dedicated to fashion trends and retail will be staged by WGSN, which will also reserve a special focus for children’s footwear in the iKIDSQUARE.

At the end of the first day, the MICAM Party will provide a lively post-fair moment, with highly glamorous contents and an exceptional guest of honour:  Bob Sinclair.

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Finally, from 15 to 30 September, the MICAM will present the special photographic exhibition devised by Giovanni Gastel on the theme of “Similarities” in the Spazio Borgonuovo.  An exhibition that takes its inspiration from a detail on various Made in Italy shoes to then go on to compose new images by matching them with other objects or elements.

So, get ready to be seduced by the MICAM’s footwear this coming September:  the fair’s image campaign that follows in the footsteps of the “Divine Comedy”, will pass from the theme of “Lust” featured at the last edition to that of “Seduction”, in order to portray the beauty and quality craftsmanship of the Italian shoe.

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