A fairy-tale setting, for accessories that make you feel like you're living in a great adventure story!

#micamtales is the new image campaign for the footwear show coming up at the exhibition centre in Rho, Milan February 16 through 19, presenting the autumn/winter 2020/21 footwear collections.

Micam in Wonderland is the first fairy-tale in a series that will be developed over four years. In it, the world of creativity, dreams and ingenuity characteristic of Italian-made footwear is recreated in a photo set where perspectives and shapes are totally distorted thanks to the use of special wide-angle lenses. The pictures were taken by photographer Fabrizio Scarpa under the direction of Daniele Scarpa.

The image will accompany visitors to Micam, a trade fair that always features plenty of exciting initiatives. Such as Micam X, in pavilion 1, shining a spotlight on innovative and high-tech proposals, focusing on the evolution of footwear with advanced materials and buying trends, sustainability and the future of retail, with workshops featuring speakers from all over the world. The focus on the latest trends will be the key to WGSN and Lineapelle (starting February 19), presenting the evolution of leather, which is becoming an increasingly sustainable material as a result of the tanneries’ ongoing research.

Fashion shows will of course be the key events at the fair, from group shows to presentations by 12 new – since last year – emerging designers (find out more) who will have their own display space and runway for presenting their creations to buyers. New this year is a fashion show within Micam X entitled “Elements of sustainability”, organised in partnership with the Piattaforma Formativa Sistema Moda (Fashion Training Platform) and focusing on the sustainable products that are so sought-after on today’s market.

The Players District is also back, showcasing outdoor and sports shoes with dynamic events and performances in The Arena. This space will host the stands of key players in the sector such as Lotto, Dolomite and Skechers, to mention only a few.

Micam’s future initiatives include the first edition of Micam Americas, a new trade fair in Las Vegas scheduled for August 17 through 19, the same dates as key fashion events Magic and Project. Created in partnership with Informa Markets, the new show offers an additional business opportunity in the USA, a country that represents the fourth biggest outlet for Italian footwear exports, selling more than 12 million 300 thousand pairs of Italian shoes in 2019.