The 88th edition of MICAM, the leading international exhibition of the footwear industry, successfully merging business and fashion.
Milan breathes fashion, and it is everywhere in the air of Italy. The city incorporates luxury, art, gastronomy, and culture, thus the perfect place for fashionistas and industry enthusiasts. In September, Milan hosted the 88th edition of MICAM, the international footwear exhibition promoted by Assocalzaturifici, at the Rho Fiera Milano. The trade show remains the biggest shoe show in the world where Italian and international brands launch their trends that guide the fashion universe around the world. The event was attended by 44,076 trade visitors, including 60% from abroad, who were able to peruse a wide range of exhibits offered by 1303 companies.
My visit to MICAM is part of the Incoming Buyer program, organized under the aegis of the Ministry of Economic Development and the Italian Trade Agency (ITA). It was an amazing opportunity for me to be part of the important anniversary, fifty years since the first edition of the fair. A symbolic and pivotal moment for the industry which is undergoing a significant transformation, both as regards the production process and the whole ethos surrounding footwear, including the way it is perceived by the final consumer.
To celebrate its 50th anniversary, MICAM presented It’s Shoe Time exhibition, which displayed an immersive exhibition that uses a disruptive, entirely digital installation to recount five decades of history at the feet of the sports, music and entertainment world. From Kiss-style stilettos to Back-to-the-Future self-lacing shoes, together with all the other models that have ‘disrupted’ fashion rules in recent years and made celebrities and brands famous all over the world.
MICAM also represented an opportunity to relaunch Italian-made footwear at a time when the shoe manufacturing districts continue to experience difficulties, by showing that Italian fashion creations are not only extremely well-made but also an iconic part of its culture.
Amongst the various novelties presented during this edition of MICAM, the one that aroused particular interest on the part of trade visitors was the Players District. This new exhibit area was created to provide a showcase specifically for sports and outdoor shoes, a segment that is increasingly attracting the attention of buyers and consumers and that requires manufacturers to invest continually in research and technology.
There were also several special events planned to promote the future of footwear, such as The Fashion Award 2019, which honored 25 student finalists from 14 countries, in which the designers showed their collections in MICAM’s runway space, as well as The Greatest Show, which features hits from the ’70s to today. Finally, a special, invitation-only event celebrating the life and work of Leonardo Da Vinci.
Shoe trends for Spring/Summer 2020 are inspired by three different themes: Designing Emotion which interprets the interaction between technology, craftsmanship and man; Code Create, a trend with a futuristic look that brings the physical and digital world closer together; Empower Up, the young trend that takes its inspiration from the punk culture or modern African culture. Materials are of the finest quality and the color palette is more varied than ever: pastel shades rub shoulders with livelier colors, while luminous nuances contrast sharply with more vibrant tones.