Preparations are really hotting up for the launch of the eighty-fourth edition of “the MICAM”, the international footwear fair due to be held at the Fiera Milano (Rho) from 17 to 20 September. This edition presents a number of novelties, in line with the ongoing process of renovation launched by Assocalzaturifici last February: first and foremost, the new synergy with the calendars of Milano Moda Donna when, for the first time, the last day of the MICAM will coincide with the opening of the Milanese fashion week.
Bringing together Milan’s fashion shows and trade fairs within the same time bracket is the result of an ambitious project, made possible thanks to a desire on the part of the entire fashion chain, with the support of the institutions, to create a synergistic system: a sort of ‘strategic’ overlapping which aims to make Milan a real symbol of made-in-Italy.
Turning up in support of the Italian manufacturing industry are also some of the world’s leading fashion brands: in fact, alongside Fendi, Salvatore Ferragamo, Gucci, Prada and Tod’s, who have reconfirmed their presence at the upcoming edition, will be some important new names such as Giorgio Armani, Jimmy Choo, Sergio Rossi and Ermenegildo Zegna.
We continue our journey through the circles of Hell from Dante’s “Divine Comedy”, the theme chosen by Assocalzaturifici to launch the international shoe fair new image campaign: after “Lust”, in September “the MICAM” has chosen to focus on “Seduction” in order to portray the beauty and quality craftsmanship of the Italian shoe.
A packed programme of fashion parades, seminars and presentations organised by WGSN will be held in the MICAM Square in Hall 7, while on 17 September an unmissable evening event with special guest Bob Sinclar will be held in the MICAM Fashion Square in Hall 1.
In addition to this, from 15 to 30 September, in the Spazio Borgonuovo in Milan’s famous ‘quadrilateral of fashion’, the MICAM will be presenting a special photographic exhibition devised by Giovanni Gastel on the theme of” similarities”. The famous photographer will start off from a detail on various Italian-made shoes, selected from those of Assocalzaturifici’s members, and then compose an image by matching them with other objects or elements.
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