Five trade-fairs in Milan - plus one in Florence - show the importance of synergy
Recovery in this post-pandemic period starts with trade-fairs: a number of them have decided to join forces and will be showcasing their products together, at Rho Fiera from 19 to 23 September, in conjunction with the start of Fashion Week in the city of Milan, featuring both real and virtual events. The fairs to be held at Rho Fiera will be live and will take place in total security, with rigid guidelines laid down for organisers, stand fitters, exhibitors and visitors. There will be fewer exhibitors and events tan usual, but the fairs are determined not to disappoint visitors – who are expected to come mainly from Italy and other European countries – and will continue to be present on digital platforms and carry on doing business there even after the event. Micam remains the largest show, with over 600 brands and 5000 buyers expected to attend, and for the first time its pavilions will be hosting Mipel, with 90 brands, as well as the pret-à-porter of TheOneMilano. TheOneMilano Special featured by Micam, as the new format has been named, will be set up around an urban vegetable garden, in keeping with this year’s payoff, Reconnect: reconnecting with nature through the use of natural materials and fabrics. While these three fairs will take place concurrently, from 20 to 23 September, Homi Fashion&Jewels dedicated to fashion accessories and costume jewelry, opens a day earlier, with 177 brands present and the emphasis on scouting for new names. On the 22nd and 23rd it will be the turn of Lineapelle, with its A New Point of View: as the name itself suggests, this will be a reduced version of the leather fair with 320 exhibitors, but with the same need as ever to let visitors see and touch the skins, fabrics and materials that supply the accessories, furniture and clothing sectors. The avant-garde eyewear event DaTE, on the other hand, will be held at the Stazione Leopolda in Florence (19-21 September), with 80 exhibitors due to take part: eyewear is an important fashion accessory, and the sector is an integral part of the fashion industry and Confindustria Moda (the Italian Fashion Federation).
This edition of Micam, which is taking place at a difficult time for the country’s economy (-34.9% in production and -36.3% in turnover, with a drop-off in consumption and exports as well), occupies 5 pavilions which include a number of featured areas such as pav. 1 Micam X, an incubator of innovative ideas hosting meetings and events revolving round four major themes: The future of retail, Sustainability, Trends and materials, Heritage & Future. Wonderland, a quirky plaza area inspired by the second chapter of the campaign and representing a tribute to creativity which overcomes every limit and obstacle to transform itself into wondrous beauty, will be set up in Pavilion 3.
Every day at 5 p.m, a table laid for a tea-party, just like the one in Alice in Wonderland, will be set up here. And the area dedicated to 10 emerging designers will also be present once again.
As with all the other fairs which have chosen to present themselves in digital form, from 15 September to 15 November, Micam is online with the MICAM Milano Digital Show, powered by NuORDER, a new digital environment which 148 brands (half of which are Italian) have joined so far, making Micam the biggest digital trade show in the world, just as it was the largest physical fair. The aim of this initiative is to enable Micam’s exhibitors to present their products to buyers all over the world: it only requires a single click to enter an environment that makes networking possible prior to the event and continues to offer business opportunities even after the physical trade fair is over.