MICAM - Footwear & Accessories Show - Milan Italy (Z1265)1

The sector: the first 5 months saw an increase in the value of exports (+8.4%) and in the trade balance (+13.1%), but a fall in volumes (-0.4% in exports, -2.3% in production) with domestic consumption still sluggish in the first part of the year;

- A total of 1303 exhibitors, comprising 695 Italian and 608 foreign firms, will take part in the trade-fair;

- IT’S SHOE TIME: an exhibition to celebrate our 50th anniversary;

- Creativity and innovation: discovering young talents;

- Dynamism, technology and sport: debut of the PLAYERS DISTRICT;

- Trends and ideas: seminars and workshops for those engaged in the trade

A point of arrival that is, above all, a starting point: with the forthcoming edition, to be held at the Fiera Milano (Rho) from 15-18 September - the first under the supervision of the newly-appointed President Siro Badon - MICAM celebrates its fiftieth anniversary by offering all those engaged in the industry an exciting line-up of new events, activities and experiences.


The figures for the sector show a favourable export performance in terms of value (+8.4% in the first 5 months) and a double-digit increase in the trade surplus (+13.1%).
However, there remain serious concerns: shrinking volumes, an increasingly wide gap between large brands and small and medium-sized enterprises (SMEs), difficulties on several major foreign markets and a chronically weak domestic consumption, which after a decade of slow erosion, in the first six months records a 3.7% drop in volume and -3.2% in household spending, with a sharp drop in in-store retail sales (-11% pairs sold, with an approximate 16% drop in expenditure), while online sales continue to grow (+10.3% in quantity and +17.3% in spending), and now accounts for 11% in terms of quantity and 13% in terms of expenditure of total purchases made by Italian households. Chain stores remain stable (stability in terms of volume and an increase of 2.3% in value).


A total of 1303 exhibitors - 695 Italian and 608 foreign companies – will be showcasing their collections for S/S 2020 at this special edition of the fair, which will cover an area of over 60,000 sqm.

Amongst the big names present this year are returning brands Nero Giardini, Alberto Guardiani and Nine West, and new entries North Sails, Hush Puppies and Donald Pliner. MICAM 88, the 50th anniversary edition, opens in a particularly delicate moment for a sector that generates a turnover of around 14.3 billion euros, employs more than 75,000 workers and exports 85% of its production.

“We are celebrating our fiftieth birthday by looking above all to the future – explains Siro Badon, president of Assocalzaturifici and MICAM – We will be recounting five decades of footwear history with an exhibition that will be set up first at the fair and then at Milan’s MUDEC, a gift to the fashion capital in the form of our history and tradition. But we are not only looking at the past: new creative ideas, start-ups, new values for the sector and original channels of communication are in fact the guidelines we need to follow in order to look forward to the next fifty years”.


The exhibition that celebrates MICAM’s fiftieth anniversary is an exciting and immersive digital story which traces the evolution of shoe fashions, shapes and colours over five decades and depicts footwear as a cultural and social phenomenon which, with its changing trends, colourful characters and inventive creations, is always at the centre of attention. It’s Shoe Time will be set up in Pavilion 1 where visitors will be able to immerse themselves in the world of footwear, decade after decade. After MICAM, the exhibition will move to MUDEC, Milan’s Museum of Cultures where it will be open to the public from 19 to 22 September, (with free entry): a ‘gift’ to a city which is at the heart of the international fashion system and which over the years has allowed MICAM to grow and establish itself as the leading event in one of the fashion world’s key sectors: footwear.


MICAM 88 will be dedicating ample space to several events that focus particularly on the industry’s prospects for the future and on the talented young people who are likely to become its leading lights in the coming years.

So the Emerging Designers are back once more to astound us with their creative and unusual designs, the original shapes of their models and their use of innovative materials. Starting with this edition, each designer will have the support of an Influencer, as part of an evolution that involves not only the product but also the way it is publicized and promoted. The emerging designers present at MICAM will be: Adult, Anna Baiguera, Annie Gestroemi, Andrea Mondin, Balluta, King Ping, Maison Ernest, Marie Weber, Me.Land, Panafrica, Paolo Ronga, Seven All Around.

The 12 Influencers flanking them: Camilla Agazzone, Giulia Calefato, Rita Capparelli, Francesca Chelli, Valeria Conte, Asia Corvino, Martina Favaro, Eros Grecu, Camilla Lucchi, Martina Panagia, Elisabetta Pistoni, Marianna Zuliani. After its debut at the last edition, the area dedicated to Italian Footwear startups, promoted by the Italian Trade Agency (ITA) and the Ministry of Economic Development, will also be back in September (Fashion Square, pav. 1). The following companies were selected by Suitex International, an international recruitment firm specialising in fashion, to exhibit their collections: Ambleme, Federica Fasoli, Le Scarpe di Marta, Levius, Max Moore, Naglev, P448 Shoes, Samboue, Thomas Neuman.

Another event that is sure to be of great interest to those operating in the industry will be 26th edition of the international contest International Lab of Mittelmoda - The Fashion Award, in which the collections of 25 finalists representing 14 different nations will be shown on the catwalk. The event will be hosted by MICAM on Monday 16 September 2019, starting at 18.30, in the Fashion Square.

Still on the subject of the evolution of the fashion world from a communications point of view, three important Chinese influencers, Danso, HiyaSonya and Sarah, will be at MICAM to provide an exclusive coverage of the trade fair and present the newest and most innovative products on show primarily to an Asian audience.

Making its first appearance at MICAM is the PLAYERS DISTRICT, a brand-new area designed to provide the variegated world of outdoor and sports shoes with its own exclusive space.

With brands such as Lotto, Bjorn Borg, CMP, Dolomite, Joma Sport, Garmont and Skechers, the PLAYERS DISTRICT will liven up pavilion 7 with a preview of the most interesting novelties on the market, in an area inspired by the dynamism of the most exciting sporting events and designed to show off the wide variety of products offered by international brands to the best effect.

Within the new PLAYERS DISTRICT, a special area called The Arena will be set up, where DAMOVE’s thrilling performers and freestylers will take turns to show off their skills and where the first edition of the MICAM TROPHY – Football Edition, a 3 vs 3 soccer tournament with kit sponsored by Lotto, will take place Celebrity testimonial and world champion Gianluca Zambrotta will kick off the tournament on 15 September 2019 from 13.00 to 14.00.


We have joined up with an exceptional organization with the aim of helping fashion footwear professionals activate and measure the Voices that matter for their brand through a data analysis platform. Accordingly, a new event organised by Launchmetrics and entitled the State of Influencer Marketing 2019. Data, Insights & Panel Discussion on Influence in Fashion Today has been added to our line-up of fashion parades and WGSN seminars and workshops, and is scheduled for Sunday 15 at 16.45.


At MICAM a select number of top buyers taking part in the trade fair will have the opportunity to access the VIP Lounge, which will offer exclusive services such as a bar and restaurant, cloakroom, left-luggage storage, transportation to the city and airports, as well as the possibility of booking other facilities in the city.

The Lounge will be completely inspired by China: in its 88th edition MICAM has chosen to pick up on the Chinese tradition according to which 88 is a lucky number, and is pleased to extend this happy circumstance to all its most important guests by means of an elegant oriental setting.

In addition, on 17 September a select number of invitees will be able to take part in an exceptional event aimed at presenting the genius typical of our country through one of its main exponents: Leonardo Da Vinci.

With “Art reflects Beauty”, MICAM will commemorate 500 years since the death of Leonardo da Vinci and celebrate its own 50th anniversary, by offering its most important guests a private guided visit to Da Vinci’s Last Supper and an aperitif in Leonardo’s Vineyard.


Those in the fashion world who come to the Fiera Milano primarily to see what MICAM has to offer will also be able to visit two other important exhibitions taking place in adjacent pavilions: Mipel, the leading international show of leather goods and accessories will be held at the same time as MICAM, from 15 to 18 September, while HOMI Fashion&Jewels, the new event focusing on costume jewellery and fashion accessories, is scheduled for 13-16 September.

The next edition of MICAM 89 will be held from 16 to 19 February 2020 and PLUG-Mi the sneakers culture experience is waiting for you from 5 to 6 October 2019 in Pavilion 4 of the Fiera Milano City.

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Shoe trends for Spring/Summer 2020 are inspired by three different themes: Designing Emotion which interprets the interaction between technology, craftsmanship and man; Code Create, a trend with a futuristic look that brings the physical and digital world closer together; Empower Up, the young trend that takes its inspiration from the punk culture or modern African culture.

Materials are of the finest quality and the colour palette is more varied than ever: pastel shades rub shoulders with livelier colours, while luminous nuances contrast sharply with more vibrant tones.

A preview of trends will be presented at the 88th edition of MICAM, to be held at Fiera Milano (Rho) from 15 to 18 September 2019.


Designing Emotion shows how technology and craftsmanship can work together to create models that valorise imperfections and forge a deeper sense of connection after purchase. The colour palette introduces a range of pastel shades with a contemporary twist, combined with warm brown tones in contrast to nuances typical of gemstones. In footwear, traditional techniques are used together with cutting-edge tools and machinery, while high-quality materials are a must. Modelled lasts play a key role in the creation of leading products.



Designing Emotion represents the interaction between human beings and technology, due to the fact that man is becoming more and more digital, and tech devices increasingly hands-on. The trend presents bright colours that evoke retro-style emotions and conjure up familiar materials. Earthy tones contrast with vibrant contemporary colours. Shoe designs favour organic shapes, with surfaces and colours that give a plain unfussy look. By using craft techniques alongside automated and laboratory processes, the aim is to improve and enhance traditional footwear.



Code Create presents a fusion of science, technology and nature, using futuristic materials to rewrite dress codes and accessory design conventions. The focus is on natural materials, combined with sustainable synthetic materials, to stimulate perception. In shoes, the colour palette features shades that evoke emotions. Bright colours stand out amongst the more usual, natural tones.



Nature and technology join forces to create new designs, materials and products that bring the physical and digital worlds closer. Code Create evokes shapes and bio-design techniques that draw on the best features of both trekking and bespoke shoes, creating a slightly mystical, futuristic look. The trend is influenced by both technology and nature, and the colour palette reflects this duality. Classic, natural tones contrast with artificial, almost digital colours.



There is a new sense of vitality and change in the air, entirely due to the presence of new generations and groups that previously had no voice. Empower Up is a young, optimistic trend, inspired by the growing influence of Generation Z. The footwear combines fun, eco-sustainable designs with exclusively summery capsule collections. This oversized trend features excessively kitsch embellishments combined with vintage elements. The colour palette is made up of bold and pre-faded colours, chosen from a range of mid-tones and shades of blue.



Empower Up takes a practical approach, celebrating the new voices in society and consumer participation in design. The punk influence is now more evident and runs counter to the beachy look. In footwear, high-quality materials and details are inspired by modern African culture. The trend expresses joy with bright, lively colours, and with a slightly faded quality inspired by sportswear, recalling vintage models of the 1980s’.

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For the first time, the shoe fair is to feature a special area with leading brands and The Arena, a lively space with amazing performers.


They’re for everybody! Sports and outdoor shoes that are not just trendy but lifestyle as well. Dynamic footwear for fast urban living and high-performance shoes for those who take their sports seriously: the game becomes a challenge.
It is this running-jumping-playing world that inspired MICAM, the International Trade Show promoted by Assocalzaturifici, to set up the PLAYERS DISTRICT, a new area devoted to the variegated world of outdoor and sports shoes.

With brands such as Bjorn Borg, CMP, Dolomite, Joma Sport, Lotto, Skechers and many others, the exciting new PLAYERS DISTRICT will make its debut during the upcoming edition of MICAM, from 15 to 18 September. The area in pavilion 7 will provide a preview of the most interesting novelties on the market, in a space designed both to spotlight the wide variety of products offered by international brands and reflect the dynamism of the most exhilarating sporting events.

Visitors to MICAM will be able to admire the visionary design of both niche and mainstream models, inspired by the performances of the great sporting champions: and more thrills are in store for them in The Arena, a special are
a set up inside the PLAYERS DISTRICT, where a series of performances and events will be held to give body and shape to the movements used in sport and which only the most high-tech shoes are capable of turning into legendary victories.

With PLAYERS DISTRICT, MICAM adds a new feature and, on the occasion of its 50th anniversary, shows once again that it is capable of looking ahead, towards evolving trends and the most promising market niches in Italy and the rest of the world.

The future of footwear is a wide-open match, in which everyone has to roll up their sleeves and really get involved, and from 15 to 18 September, MICAM is ready once again to play its part.

PLAYERS DISTRICT: where outdoor and sports shoes come into play!

Milan, 17 July 2019

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– The Fashion Award 2019”

MICAM Milano, the world’s leading footwear show, will host a fashion show featuring the 25 collections shortlisted in the contest held for students from 14 countries. Two Overall Prizes and eight Special Prizes will be awarded.

The 25-year-old contest is organised in partnership with Confindustria Moda this year, in addition to the traditional support of Fondazione Industrie Cotone e Lino, the trade association of Italy’s cotton and linen industries, and Camera Nazionale della Moda Italiana. Lectra is the contest’s Main Sponsor.

Milan, 25 July 2019. 25 collections from all over the world have been shortlisted for the 26th International Lab of Mittelmoda - The Fashion Award contest, culminating on Monday, 16 September 2019 starting at 18:00 at MICAM, the world's leading footwear show, which celebrates its 50th birthday this year.

The prestigious location of MICAM was chosen under a new partnership that International Lab of Mittelmoda formed this year with Confindustria Moda, the federation of trade associations representing Italy’s textiles, fashion and accessories industries - including Assocalzaturifici, the promoter of MICAM.
Confindustria Moda has begun a strategic partnership with Mittelmoda The Fashion Award under an agreement signed recently by Confindustria Moda Chair Claudio Marenzi and International Lab of Mittelmoda Chair Matteo Marzotto.
The agreement states that the contest will in the future focus increasingly on students of fashion design and other essential professions in the industry which are often less visible and less appreciated, but are nonetheless essential for maintaining the quality characteristic of ”beautiful and well-made” Italian shoes.
The finalists in the 26th edition of the international contest were selected in May by a panel of judges chaired by Matteo Marzotto and including experts in the field, managers of the style offices of various companies supporting the initiative and representatives of Confindustria Moda and Camera Nazionale della Moda Italiana. The difficult task of analysis, research and assessment of more than 400 entries from all over the world concluded with the selection of 25 finalists representing fully 14 nations.

The 25 talents selected to go on to the final phase in the competition will be judged by the severe panel of judges on Monday, 16 September, and at 18:00 they will present their collections before an audience of fashion reporters, experts and enterprises in a big Fashion Show.

The prize-winning collections will be announced in an awards ceremony at the end of the fashion show.

Alongside the two traditional Overall Prizes (one for Creativity and one for Innovation), the established “Premio Lectra” - presented by the main sponsor of the event – and the “Dondup Prize”, back once again this year and dedicated to sustainability, new Special Prizes will be awarded, including the “Womenswear – menswear Prize”, presented by Sistema Moda Italia; the “Shoes&Bags Prize”, offered by Micam/Mipel; the “Textile&Materials Prize”, presented by MilanoUnica; the “Accessories Prize”, awarded by Mido; and the “Knitwear Prize”, offered by Benetton Group. The new “TheOneSeasonless Prize” will be presented by TheOneMilano.


Claudio Marenzi – Confindustria Moda Chair
“The Federation's goals definitely include supporting and encouraging the education of highly specialised professionals throughout the Italian Fashion System. In today’s industry, where demand for technical know-how is greater than ever, the Fashion Industry we represent intends to play an important role in training new professionals. The goal of our partnership with Mittelmoda is identifying new talents, whose skills will represent the vital lymph of a sector that proudly continues to play a key role as one of our country’s most important assets.”

Matteo Marzotto – International Lab of Mittelmoda Chair
“There’s no better way we could celebrate the 26th edition of The Fashion Award, the international contest held by Mittelmoda, than with MICAM Milano, in the year of the event’s 50th anniversary.

A big thanks to the MICAM Milano Chair and General Manager for his support, and to the entire Confindustria Moda Board of Directors and Chair, who are once again at our side with their teams and all their member associations.

A splendid initiative in a system intended to make the most of young talents and support the best Italian craftsmanship and excellence.”


A non-profit association founded and guided by the principal institutions in the Italian fashion industry (Camera Nazionale della Moda Italiana, Fondazione Industrie Cotone 3 Lino, Confindustria Moda), International Lab of Mittelmoda has been holding  the international contest known as Mittelmoda The Fashion Award for 26 years, and works in collaboration with a number of companies that share its mission.
Mittelmoda The Fashion Award is one of the world’s best-known and most sought-after fashion contests. First held in 1993, it has developed an international network of contacts including more than 680 fashion design schools in 68 countries, offering a concrete opportunity for dialogue and discussion for creative artists all over the world who want to work with fashion companies, focusing on the beautiful and the well-made: intrinsic properties of Italian-made fashions.

International Lab of Mittelmoda is an independent non-profit organisation, which means it can support both creativity and craftsmanship and the launch on the market of new projects and products: from materials and fabrics to clothing, knitwear and accessories (bags, shoes, eyewear….) and jewellery, offering a meeting-point and a place for discussing ideas, proposals, innovations and creations with representatives of companies in the fashion system, the international press, a specialised audience, teachers, students and emerging talents in fashion.

Confindustria Moda (Federazione Italiana Tessile, Moda e Accessorio, Italy’s federation of the textiles, fashion and accessories industries) brings together members of SMI (Sistema Moda Italia), ASSOPELLETTIERI, AIP (the Italian Fur Association), ANFAO (the National Association of Manufacturers of Optical Articles), ASSOCALZATURIFICI, FEDERORAFI (the National Federation of Goldsmiths, Silversmiths and Jewellery-makers) and UNIC (the National Union of the Tannery Industry).

It represents about 67 thousand Italian enterprises with a total turnover of almost 95 billion euros who employ more than 580 thousand workers. Confindustria Moda member companies represent outstanding Italian craftsmanship and lead the international markets; in 2018 their exports accounted for more than 66% of turnover.

Confindustria Moda has been fully operative since 2018 in its new offices in Milan, where it brings together all its member associations and trade events.

The Federation offers member associations consulting services in the areas of legal affairs and industrial relations and a study office.

Claudio Marenzi, CEO of Herno and past president of Sistema Moda Italia, was elected the first Chair of Confindustria Moda.

The footwear industry’s leading international trade fair, MICAM, promoted by Assocalzaturifici, is a one-of-a-kind event with over 2000 footwear collections at each edition, successfully melding business and fashion. The event takes place in Milan twice a year, in February and September, in the Fiera Milano Rho trade fair district. It showcases the autumn/winter and spring/summer collections for the following year, respectively.

The trade fair covers about 63,000 sqm of display space and hosts about 1,400 exhibitors in each edition, including more than 600 international exhibitors from 30 different countries.

MICAM is the landmark event for footwear industry professionals from all over the world.

With 45,000 certified visitors to every edition, half of whom come from about 130 foreign countries, MICAM confirms its role as a privileged stage for the promotion of new collections and a decisive business opportunity for establishing concrete new contacts.

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Increasingly detailed profiling to ensure a well-targeted offer and products, that has already received positive feedback from operators in the last edition.

Through its visitor surveys MICAM aims to improve its services and offer for Italian and foreign operators attending the next edition of the event on 15-18 September 2019 in Fiera Milano (Rho).
For this reason, MICAM has once again refined its profiling and analysis tools, to more accurately capture the snapshot of the public at the Event and offer increasingly targeted facilities and opportunities.


In today’s world offering online services is essential, which is why the website themicam.com was overhauled and optimised in the second half of 2017 to make browsing and interaction even easier for users.

The new website is currently used by about 82% of our visitors.

In general, 96% of MICAM87 visitors registered electronically for the event (82% from the website, and 14% using the totem poles).


For the last edition of MICAM, operators descended on Milan from five continents: with the bulk coming from Europe, 85.2%, and 9.8% from Asia, 1.9% from North America, 1.6% from Africa, 1% from South America and 0.5% from Australia.

The average visitor shares for the last 8 editions are as follows: 84.5% Europa, 11.0% Asia, 1.8% North America, 1.5% Africa, 0.7% Australia, 0.5% South America.

Compared to the winter edition of 2018, the latest edition saw an increase in visitors from North America (+0.2%), Africa (+0.3%) and South America (+0.5%).

Looking to Asian visitors, the February 2019 edition principally saw most visitors come from Japan (19%), Turkey (18.3%) and China (15.8%), while the main countries of origin for European visitors were Italy (56%), Spain (5.5%), France (4.3%) and Germany (4%).


For the 87th edition of MICAM there were significant variations in the number of visitors from Spain, France and Germany.

Visitors from Spain made up 5.5% of European visitors and 4.7% of overall visitors at MICAM87. In the same edition, 48% of Spanish visitors worked as retailers. The number of Spanish visitors was up +9.7% compared to MICAM’s February 2018 edition.

Visitors from France made up 4.3% of European visitors and 3.7% of overall visitors at MICAM87, with 60% of French visitors working as retailers.

More than a quarter of French visitors came from two French cities, the capital Paris and nearby Aubervilliers.

Visitors from Germany made up 4.0% of European visitors and 3.4% of overall visitors at MICAM87, with 54% of German visitors working as retailers.

60% of German visitors came from the regions Nordrhein-Westfalen, Bayern and Baden Wuttemberg, while 13% came from the capital Berlin.


Compared to the February 2018 edition, there was a net increase in the share of visitors from Lombardy, Marche and Campania, while the share of visitors from Veneto and Tuscany was stable.


An important indicator from the profiling of professionals attending MICAM is their choices regarding the exhibition offer.

In the 87th edition the level of interest for footwear increased to 88% of interviewees, which can be divided into people stating a single choice (49%) and those stating multiple choices (39% footwear + other).

The share of operators whose choices represent a tangible business opportunity for exhibitors is high: indeed, in the previous edition, 64% of visitors had a decision-making role in purchase choices.

In particular, 38% were independent decision-makers, while 26% were involved in decisions (this section of the form was amended starting from ed86, to improve visitor profiling).


In general, from among Italian visitors, men represent a slight majority, while this proportion is reversed among foreign visitors, where there is a slight majority of women.

The most prevalent age category is 40-60 year-olds (more than 53% of visitors).

71% of Italian visitors and 63% of foreign visitors represent SMEs (< €1 million turnover), while 11% of foreign visitors represent large companies.

Retailing is the most popular profession amongst operators in attendance. In the last edition of MICAM, almost 26% of Italian «retailer» visitors came from Lombardy, followed by 10% from Piedmont, with Emilia Romagna, Veneto and Campania following.

Only 3% of Italian retailers at the event came from the Marche region. Considering agents, the most represented region was Lombardy (23%), followed by Veneto, Marche, Tuscany, then Campania and Emilia Romagna.

Even with regard to visitors from abroad, after retailers (36%), the greatest share of professions, compared to the average, is represented by Producers, Designers and Wholesalers. A lower percentage of foreign visitors are Agents and general interest visitor numbers are low (Other 2%).


MICAM is preparing for the next appointment with a new image – the latest photo by Javier Valhonrat which completes an exciting three-year campaign encompassing six editions of the International Footwear Exhibition inspired by Dante Alighieri’s Divine Comedy, with as many engaging images defining these recent editions.

In the final stage of this journey, amidst the vices and virtues of the human soul and the quest for the purest form of beauty, the spectator is placed before an image of candour and tenderness, in the pastel coloured frame of the celestial spheres.

These images represent the closing chapter of an incredible tale, with a metaphysical and otherworldly charm, which can be interpreted on a variety of levels. A poem through images that represents a pure paraphrase of the beauty of shoes, inspired by an abiding love and an infinite creative drive, like that which moves the sun and the other stars.

MICAM 88 will be taking place between 15 and 18 September 2019 in Fiera Milano. This will be a very special edition of MICAM as it will be celebrating, along with the exhibitors, visitors and other industry professionals from all over the world, the “first 50 years” of the event!

The MICAM universe is on themicam.com Stay tuned!

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Annarita Pilotti

Art, creativity, youth, innovation and more and more glamour. These are the key ingredients of the 87th edition of MICAM, the International Footwear Show, closing today at Fiera Milano (Rho) with more than 43 thousand visitors, in line with the February 2018 edition.

“But if we count individual entries, this edition has seen a 2.5% overall increase, with more Italian visitors, who made up for the drop in international visitors,” comments Assocalzaturifici Chair Annarita Pilotti. “This figure offers us two themes for reflection: the dynamics of buyers’ visits are changing, as they have less and less free time, and promotion of MICAM within Italy is working.

Among international visitors, this edition saw a boom in visitors from the United States (+35%) and Canada (+38%), countries which are demonstrating growing interest in European footwear, despite the fact that important competing trade fairs were held on the same dates in North America.

Historic European markets such as Russia, France and Germany have registered a double-digit drop in visitor attendance, the only exception being Spain, the most important country in Europe, with a 10% increase in visitor numbers.

“We are closing the 87th MICAM aware that we have transformed our event into a fashion incubator, always responding to the demands of the market. The event is not only an essential business platform for companies, but an aggregator of trends and new consumption habits,” continues Pilotti. “We now find the world's top footwear suppliers at MICAM, thanks to the presence of prestigious manufacturers from five continents: a thousand different interpretations of style and quality, all at the disposal of international buyers looking for trendy products in the middle price range”.

Promotion and protection of the excellence of Italian products are the true challenges facing MICAM. Because cultural identity, top quality, refined design and quality materials are what make Italian shoes stand out from the rest, with a business model indissolubly linked with the country’s culture and traditions.

“It is to protect our country’s economic and cultural heritage that I have asked Minister Luigi Di Maio, who attended the opening of MICAM, to introduce new measures supporting the footwear industry, and specifically asked him to give absolute priority to reducing the tax wedge,” concludes Pilotti. “Ours is an industry in which labour represents a very large percentage of the total cost of production, making labour costs particularly significant for us”.

But above all, MICAM represents a unique opportunity to discover and experience the creativity and values that characterise the industry through various original and entertaining events. These included a display area focusing on Emerging Designers once again demonstrating MICAM’s focus on youth and new talent, as well as buyers’ growing interest in the new generations now joining the industry.

This is why MICAM announced the birth of PLUG-Mi. The sneakers culture experience, a new B2C format focusing on the dynamic world of sneakers and targeting millennials, the inventors of today’s most revolutionary trends and promoters of new forms of consumption. The project, organised by Campus Fandango Club in partnership with MICAM and Fiera Milano, will be introduced in the September 2019 International Footwear Show.

Lastly, numerous initiatives have been launched, both within and outside the fair venue. Their purpose is not just to sustain and promote business but also to convey the passionate love for shoes that is felt both by those who create them and those who buy and wear them. MICAM focused specifically on the Far East, hosting five top Chinese influencers who were the stars of a seminar on “Social media and e-commerce: a Chinese marriage”, one of the most popular events among buyers and exhibitors.

Other important events at MICAM87 included a seminar on Sustainability which was very successful among members of the trade, demonstrating their growing interest in environmental issues.

MICAM will be back at Fiera Milano (Rho) September 15 through 18, 2019 to celebrate its fiftieth birthday with a presentation of the Spring/Summer 2020 collections, and will centre around the virtue of Beauty.

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For the Fall / Winter season 2019-20, footwear trends are inspired by three different themes. First, a vintage influence, which is always on-trend and fashionable and combined with eco-sustainability, second a mystical and spiritual influence, with a touch of romance and, third, a free-style inspiration that is experimental, but refined.

The new design is combined with footwear comfort, while warm and winter shades alternate with bright pastel colours.

The trend previews presented at the 87th edition of MICAM Milano, at Fiera Milano (Rho).

The ‘Purpose Full’ trend is inspired by the past, but has an eye to the future so as to create new products that have, nonetheless, a spirit of continuity. The new design draws on vintage influences and brings life to comfortable shoes of authentic quality. The colours are retro and contemporary at the same time: the shades range from brown to bright pink, from lemon yellow to blue, further enhancing their beauty.
For men, the construction of footwear and the quest for style are underpinned by eco-sustainable materials, thanks to renewed artisanal techniques. Materials are readjusted, colours become softer and are inspired by mid-century Bakelite designs, offering a comfortable look, ideal for showing off in a fast-paced world. The colour palette ranges from brown to red.
‘Light Magic’ is a trend that draws inspiration from mysticism and spirituality and proposes a series of romantic and gothic designs. Accessories, shoes and jewels are based on the dark side of nature, on mythological influences and on the fairy-tale world. The romantic and mysterious colours are characterised by a dark fantasy. The colour palette seems to be illuminated by an unearthly light, ranging from black to mystic violet, to the brightest pastel colours.
For men, ‘Light Magic’ refers to mystical and mysterious themes, opening itself up to inspiration from nature. The design of the accessories, of the shoes presents anomalous and experimental organic characteristics. The colours flit between black and purple, then arriving in bright pastel shades: it is a palette focused on purple and white that evoke a sense of instability, and on red and tealeaf colour that give a dynamic and more sporty feeling to the collection.
The ‘Free Style’ trend challenges conventions and celebrates freedom of expression. A fluid vision of cultural references, traditional styling, designs and nuances are the particularities that give a new, carefree look to accessories, footwear and jewellery. The colours are vibrant, bright and lively, and enthusiasm moves from protest to play.
For men, ‘Freestyle’ is an experimental, unique, and playful trend that brings back a certain energy to tailored and casual looks. Street style is refined, to recreate a new perception of the Fall / Winter 2019/20 collection. It is a celebration of individuality, of new design, and of new construction methods. The colour palette has evolved with respect to previous seasons and primary colours have left room for tones that constitute a new growing sensation in a nuanced atmosphere.
Footwear & Accessories Show - Milan Italy (Z1214)8


Market analysis and a focus on communication
make the international footwear show a key event for the industry.

Following a number of initiatives around the world intended to establish contact between Italian footwear makers and the world’s biggest markets, MICAM prepares to come back to Italy in an event-packed show with a bold personality.

There are plenty of preparations underway for this important event, and a number of strategies are being put in place behind the scenes which - just like a pair of top quality shoes - combine a knack for understanding the demands of the market with plenty of imagination and creativity, indispensable traits for anticipating trends in consumption with an innovative charge.

In order to offer the best possible response to the demands of the companies and professional dealers, MICAM has organised an in-depth analysis of its exhibitor database, in line with its visitor profiling initiative, comparing the figures collected over the past six editions of the event (from February 2016 to September 2018).

The analysis had four key goals: mapping exhibitors’ categories, origins, interest, and frequency of participation in the event (identifying faithful returning exhibitors and new exhibitors); coming up with actions for promoting the event (such as new marketing, promotion and retention programmes focusing on the various different exhibitor clusters identified); improving a number of organisational aspects (the layout of the pavilions and stands); and comparing analysis of the MICAM exhibitor dashboard with the results of customer satisfaction surveys.

Profiling of event participants focused on four areas: frequency of attendance, exhibitors' origin and business category, and the location and size of the stand in the halls.

37% of all exhibitors were found to have participated in all of the last six editions of the event (43% in the case of Italian exhibitors).

67% of the Italian exhibitors at MICAM 86 form a cluster of faithful returning participants who had been represented at all the previous editions. 11% of the Italian exhibitors at MICAM 86 were participating in the event for the first time.

The origin of exhibitors at the most recent show may be broken down as follows: Europe 91%, Asia 4%, South America 4% and North America 1%. Spain and Portugal (with 15.2% and 7.5% of European exhibitors, respectively) were the European countries with the most exhibitors after Italy (61%). 25.5% of the Italian exhibitors came from the region of Marche, 21.6% from Campania, and 16.2% from Tuscany.

More than 70% of the exhibitors make shoes, and almost 10% sell them (distributors + retailers).
The breakdown of stands by size has remained practically the same over the years, with a prevalence of small stands. About 60% of the stands at the most recent edition measured less than 32 sqm; 18% of the exhibition space consisted of stands measuring more than 72 sqm.

Along with strategic aspects aimed at creating an increasingly “customised” event, MICAM has stood out for some time for its choice of advertising campaigns that represent the passion for quality and the evocative power of footwear, a fashion accessory that is unique for its ability to continue innovating.

MICAM has drawn on the theme of the Divine Comedy for the past three years, with an advertising campaign oriented toward representing shoes as objects of desire that unleash passions suspended somewhere between virtue and vice.

The last two themes in this advertising campaign inspired by Dante’s voyage will be launched in 2019: following the sins of the Inferno and those expiated in Purgatory, the time has come to immerse ourselves in the celestial spheres of the blessed, in Paradise.

Art, the creativity that will be the key to MICAM 87, shifts the focus from the conflicting “sinful” sentiments associated with the covetous desire to possess a pair of quality shoes to the object itself. The slogan “Be inspired by Art, ye who enter” underlines the discovery of the object as work of art, a template for joy and completeness for all those capable of appreciating it, bringing new life to everything around it.

Footwear & Accessories Show - Milan Italy (Z1212)9

During the eighty-seventh edition of MICAM there will be scheduled meetings with bloggers, stylists and famous fashion insiders, experts in the field who, from within the pavilions of the international footwear event, will offer daily interesting insights and useful tips for all employees in the sector.
Professionals can discuss style, discover new trends, meet experts, learn strategies to enhance products, and sales points thanks to a very interesting calendar of events, conferences and dynamic meetings.

Here is the calendar by MICAM and WGSN:

(Appointments marked with the symbol [◊] are seminars organised by WGSN)

During the eighty-seventh edition of MICAM there will be scheduled meetings with bloggers, stylists and famous fashion insiders, experts in the field who, from within the pavilions of the international footwear event, will offer daily interesting insights and useful tips for all employees in the sector.
Professionals can discuss style, discover new trends, meet experts, learn strategies to enhance products, and sales points thanks to a very interesting calendar of events, conferences and dynamic meetings.

Here is the calendar by MICAM and WGSN:

(Appointments marked with the symbol [◊] are seminars organised by WGSN)

Sunday, February 10th 11:00

Inauguration with Deputy Prime Minister Luigi Di Maio, Minister of Economic Development and Minister of Labour and Social Policy
Must-Have Sneakers S/S 2019

Fashion Square

pav 1.
Pav. 7


MICAM Catwalk

Fashion Square

pav. 1


Greeting for the International Press by Tommaso Cancellara CEO MICAM Milano

MICAM Press Office

pav. 1 F01-G02


The 2020 consumer

Fashion Square

pav. 1


Men/Women Footwear: Season essentials A/W 19/20

Fashion Square

pav. 1


Trend materials A/W 19/20 & S/S 20

Fashion Square

pav. 1


Social Media and e-commerce, a Chinese Marriage

Fashion Square


18:00 – 20:00

BOBO DJ: cocktail & show with DJ set by Bobo Vieri


pav. 7 P19-S30

Monday, February 11th 11:00

The 5 best strategies for making sustainable footwear ◊

Fashion Square

pav. 1


PLUG-MI press conference


pav. 7 P19-S30


Emerging Designers Catwalk

Fashion Square

pav. 1


Kids/Teens Footwear: Season essentials A/W 19/20 ◊

Fashion Square

pav. 1


Trend materials A/W 19/20 & S/S 20 ◊

Fashion Square

pav. 1


Visual Merchandising & Store Design ◊

Fashion Square

pav. 1

18:30 –20:30

MICAM Awards Night – presents Kay Rush.
Special guests: Miss Italia 2018 and the designer Tommy Hilfiger. Afterwards “Priscilla, Queen of the Desert” cast will perform live the most famous tracks from the musical


Tuesday, February 12th 11:00

From Athleisure to Lifewear: comfort, functionality and sport define new trends

Fashion Square

pav. 1



MICAM Catwalk

Fashion Square

pav. 1



Macro footwear trends Men/Women S/S 20

Fashion Square

pav. 1



Macro footwear trends Kids/Teens S/S 20

Fashion Square

pav. 1


Wednesday, February 13th 11:00

Men/Women Footwear: Season essentials A/W 19/20 ◊

Fashion Square

pav. 1



Macro footwear trends Men/Women S/S 20◊

Fashion Square

pav. 1


Footwear & Accessories Show - Milan Italy (Z1213)10

Alongside various strategies to create an increasingly “tailor-made” trade fair, MICAM has chosen a marketing campaign capable of conveying the passion for quality and evocative power embodied by footwear, the most innovative of all fashion accessories. It is for this reason that for the last three years Dante’s Divine Comedy has been selected as the theme for MICAM.

After the sins of Hell and Purgatory, the time has come to delve into the blissful heavenly spheres: welcome to Paradise. The Art behind this MICAM edition showcases footwear as a work of art, a source of joy and inspiration.

Here’s the line-up of events:

TILT BRUSH: come and try the amazing experience of 3D painting with Emiliano Ponzi. You will find the artist in the Fashion Square (pav. 1) on Sunday 10 February at 10.45 a.m. and 5.45 p.m. and on Monday 11 February at 10.30 a.m. and 6.30 p.m. If you fancy expressing your artistic streak, come and enjoy a unique sensory experience!

BODY PAINTER: by popular demand, body painter Johannes Stötter will be back in the Style Square (pavilion 3) with his live shows, amazing visitors with the incredible originality of his body paintings, real works of art which made him go viral at the previous edition. His performances are scheduled for Sunday 10, Monday 11 and Tuesday 12 February, from 9.30 a.m. to 7 p.m.

PLASTICINE CREATIONS: Livening up the iKids Square (pavilion 4B) this year will be Stefano Colferai, one of the most interesting and innovative young talents on the Italian creative scene. Modelling plasticine with his own hands, he will create magnificent reproductions of some of the children’s shoes exhibited at the fair. The appointment is for 11 and 12 February from 9.30 a.m. to 7 p.m.

ICE SCULPTURES: Along Corso Italia – the expo centre’s main thoroughfare – there will be performances by sculptors Francesco Falasconi and Michela Ciappini, who will be creating some really unusual artworks. Armed with chainsaws, the artists will be creating ice sculptures out of real blocks of ice, exclusively for MICAM; these will be on display along Corso Italia for the entire duration of the shoe event. The appointment is for 10, 11 and 12 February from 9.30 a.m. to 7 p.m. Don’t miss the “Ice Revolution” performance, which will take place on 10, 11 and 12 February at 1.30 p.m.

SNEAKERS&CHILL: “Customised” sneakers will be the protagonists of the Fun Square (Pavilion 4). There, visitors will find three creative young people from Paris who will personalise the sneakers of anyone who wants, free of charge, making each item truly unique. The appointment is for every day of the exhibition from 9.30 a.m. to 7 p.m.

HAIRSTYLING AND BARBER’S SHOP: During the whole of MICAM, the Fun Square in Pavilion 4 will host the by now traditional hair and makeup area dedicated to female visitors who fancy being “pampered” at one of the classic or vintage hairstyling stations. While for the benefit of hair and beard enthusiasts, an authentic barber’s shop will be recreated in the iconic giant shoe installation in Man Square (Pavilion 1).

OCULUS & VIRTUAL REALTY: For all those who want to immerse themselves in VR, 3D headsets will be available in the Fun Square (pavilion 4) every day of the trade show.

But the real challenge is to be found in the Man Square, where visitors can have the thrill of a “Walk in Paradise”, a virtual walk along a girder between two sky-scrapers. Put yourself to the test: those brave enough to reach the other side will receive a fun free gift!

CALL to ARTS by Artkademy: on 10, 11 and 12 February you will find the artists of Artkademy in the PLUG-MI area in Pav. 7 where they will be producing calligraphy artworks live – and you can take part too: leave your mark!!!

GIFT CARD: To celebrate art all the year round and thanks to a partnership with ABBONAMENTO MUSEI (Museum Subscription Scheme), MICAM is pleased to offer any visitors who are interested a personalised pass giving free access to Lombardy’s museums. You will find the desk in Pavilion 7 stand P09 – Q10.

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