From “fairytale” ones like those in the advertising campaign, to city and sports versions, shoes are the stars of the show at Micam Milano

Creativity, glamour and fantasy are all important strengths for the success of a shoe and they are the stars of the new advertising campaign that accompanies Micam Milano from this edition onwards (at Fiera Milano Rho from the 19th to the 21st of September) with the #micamtales project. This time, the story focuses on the famous glass slipper and the star who tries in vain to create the dress and shoes of her dreams for the grand ball that will end with a “glamorous disaster”. From the campaign was born a short film that will feature in the prestigious Milano Fashion Film Festival competition.

Micam, however, does not only think about the aesthetic aspect of footwear, but remains an important commercial and business hub that groups 652 exhibitors in 5 pavilions, 390 of which are Italian and the rest foreign. Buyers will be able to choose from the major international brands, but will also have the chance to experience first-hand the products of artisans, emerging designers, and new start-up projects. In fact, Assocalzaturifici in collaboration with Italian Artisan presents ‘Italian Artisan Heroes’, an area dedicated to the Italian manufacturing tradition, housed in Pavilion 3. Emerging designers are also back, in their own dedicated area. Still on the subject of scouting, the ‘Micam Start-up Boot Camp’ has identified the best innovative start-ups in the footwear sector to incubate and accelerate. Micam X is also back, the hub is in Pavilion 1 with a full calendar of seminars, meetings and talks on sustainability, trends, and retail. Speaking of sustainability, a new project created by Assocalzaturifici will also be launched, which will involve those companies that are able to reach and obtain a quality standard according to specific sustainability requirements.

Micam will culminate with the Mittelmoda catwalk which, for the second time, has chosen to use the event as a stage on which to present the 30 finalists of the International Lab of Mittelmoda, selected from 600 schools all over the world. Alongside the physical fair, the Micam Milano Digital Show project continues, online from the 15th of September to the 15th of November, allowing brands to schedule visits and meetings with buyers before, during, and after the event.