Official Sponsor of the MonteNapoleone Gala Dinner and organiser of a special meeting focusing on footwear trends, MICAM launches new initiatives targeting the vast Chinese market Milan, 20th November 2019 – Not just a chance to present Italian brands to Chinese buyers, but a unique opportunity offering the Chinese market a complete overview of the international footwear industry.

MICAM Milano introduces two special initiatives targeting China: along with other brands representing Italian style and know-how, it will be an official sponsor of the MonteNapoleone Gala Dinner organised by the MonteNapoleone Fashion District on November 20 at Bulgari Hotel in Shanghai, while on November 21 it will be promoting a special open day for guests and press, offering them a complete preview of next season’s footwear trends and a surprising teaser hinting at what will be in store at the next Micam.

MICAM Milano is an international event promoted by Assocalzaturifici focusing on the footwear industry and the latest trends. It is held twice a year – in February and September – at Rho Fiera Milano. “We’ve had a profitable relationship with the Chinese market for some time now,” says Siro Badon, Chair of Assocalzaturifici and MICAM Milano. “China recognises the excellence of Italian-made footwear and has always sent plenty of buyers to our trade fairs in Italy. And that’s not all. Assocalzaturifici is also active in China, with a series of exclusive events building on-going dialogue between Italian footwear companies and Chinese buyers. According to Confindustria Moda figures,” continues Badon, “Italian footwear exports to continental China in the first six months of the year were worth more than 155 million Euro, 13.8% more than the same period in the previous year. This positive trend is also reflected in exports to Hong Kong: Italy has exported a total of more than 2 million two hundred thousand pairs of shoes to China in the first six months 2019, worth 333 million Euro, up 12% over the same period in 2018”.

As well as being an official sponsor of the prestigious MonteNapoleone Gala Dinner, MICAM Milano will be promoting a special day at R.Manda in Shanghai, beginning with a morning presentation of a teaser of the eighty-ninth edition, scheduled for February 16 through 19, 2020 in Milan.

MICAM Milano’s vocation goes beyond the footwear business to include space for new expressions of style represented by talented young designers. This is why, both at the Bulgari Hotel during the Gala Dinner and at the MICAM teaser, there will be plenty of space dedicated to the collections of the selected emerging designers who will be appearing at MICAM this year, making their contribution to the complete overview of the evolution of the latest styles and rising stars in footwear design.

Style, trends, evolving creativity: MICAM Milano meets China, ready to offer the best of Italy and of the world of footwear to this attentive, highly receptive market, while preparing to welcome buyers from the great Asian nation in Milan February 16 through 19, 2020.