The main fashion-industry trade fairs are ready to be relaunched and are optimistically preparing to welcome exhibitors and buyers by organising environments, where it is possible to work in complete safety.

We ask Tommaso Cancellara, CEO of MICAM Milano, how they are preparing for the edition in September and what kind of expectations the fair has.

“It will be a particular edition, but we are working to create the best possible conditions for business between exhibitors and buyers. It will be more of a European fair than an international one because many of our partners from the Far East, USA, and Brazil will have difficulty in being present. As far as the fair is concerned, we have created a more basic layout, so it is possible to cut back on the costs of participation”.

What will be the contents of MICAM Milano?

“MICAM Milano will revolve around five pillars: safety, sustainability, MICAM X, Emerging Designers and digitalisation. For safety, together with the fair’s organisational body, we developed some protocols that will guarantee maximum safety for everyone. In terms of sustainability, we will propose the ‘sustainable hallway’ with the presence of many companies that have developed this concept with their products and in their businesses. MICAM X, the project that debuted last season, will be reconfirmed as a central event with its four themed areas: ‘retail of the future’, the observatory onto on-going trends; ‘sustainability’; ‘new materials’, the area developed with not a few difficulties in this period in collaboration with Lineapelle; and ‘heritage&future’ as a reminder that Made in Italy footwear is produced with the most innovative methodologies and technologies, while maintaining strong ties with its own tradition”.

The fourth pillar is the Emerging Designer area…

“It’s a project that is quite important to us, which we will continue to promote, along with the young talents who are its protagonists. They are the future of footwear, which will allow us to look further into the future and beyond trends”.

What about digitalisation, the fifth pillar?

“In July, we launched the ‘MICAM Milano Digital Show powered by NuOrder’ platform, a project that will precede, flank, and follow after the end of the physical show, by bringing companies into contact with over 500,000 buyers. We call it the ‘augmented trade fair’ and it will offer everyone important opportunities for doing business and networking, in tandem with the physical fair”.