On February 10 through 13, MICAM Milano and Mipel present the footwear and bag collections for fall/winter 2019/20.
[On cover: MICAM87 Advertising Campaign]
Always packed with initiatives and events, MICAM Milano continues to feature a number of important events held in the past, such as Emerging Designers in pavilion 4. This season’s 12 new international names are: Anna Baiguera, Maison Ernest, Adult, Annie Gestroemi, Marie Weber, Seven all around, Balluta, Panafrica, Paolo Ronga, Me.Land, Andrea Mondin, and King Ping.
The fashion shows at Fashion Square are back, as are the seminars on the latest new trends and marketing strategies organised in partnership with WGSN. One completely new feature of this edition is the presentation, on Sunday, February 10, of Plug-Mi The Sneakers Culture Experience, which will be held in September: a new B2C format organised by Fandango Club in partnership with Micam Milano and Fiera Milano focusing on the dynamic world of sneakers, targeting millennials.
In this edition, seminars will alternate with presentations by experts, collectors and artists, ending in a fun way with a DJ set by Bobo Vieri. Another key event will be held on the evening of February 11, with the presentation of the Micam Awards to the best Italian and international retailers by stylist Tommy Hilfiger and Miss Italia 2018, Carlotta Maggiorana.
This will be followed by a taste of the show “Priscilla. Queen of MICAM”, featuring the entire Italian cast of the musical “Priscilla. Queen of the Desert”, currently playing in Milan, in a live performance of some of the best-known songs from the musical.
In this edition, Micam hosts five Chinese top influencers, who will talk about themselves and about the ties between social media and e-commerce on Sunday, February 10. There will be plenty of artistic performances too, featuring body painter Johannes Stötter and the plastiline creations of Stefano Colferai, who will make shoes reproducing the exhibitors’ styles for children, as well as ice sculptures by Francesco Falasconi and Michela Ciappini.
Mipel continues to pursue its strategy of extending the show into the city with events for retail. After the last fair’s La Rinascente, this time the spotlight will be on the Coin department store in Piazza Cinque Giornate, showing off capsule collections created through partnerships with emerging designers and enterprises, available for sale to the public.
But the main focus of this edition will be sustainability, a theme particularly dear to the fashion system and the whole industry, in all its forms (environment, social and labour sustainability). The theme of sustainability will be expressed in an exhibition of the creations of artist Enrica Borghi, made out of reclaimed materials that society rejects and casts off, Vivianne Westwood’s projects such as the “African Ethical Bag” collection and the “Clima Bottle” collection created with 24Bottles, and the “LeaTher’S Work” project, a leather workshop operated by Cooperativa Sociale Il Girasole, a social cooperative in Florence that teaches job skills and social integration. The “Changing our skin.
“Sustainability, between history and innovation” workshop held with the CEO of Eco-Age will focus on sustainability-related aspects of marketing and communication.