THE FOOTWEAR INDUSTRY CONFIRMS ITS EXCELLENCE AND FINDS ALL THE EXPRESSIONS OF ITS CREATIVITY REFLECTED IN MICAM

An event that once again establishes itself as a world leader: the international footwear exhibition, coming up 15 to 17 September 2024 at Fiera Milano, brings new value to the footwear industry with its many initiatives

A renewed focus on young people, in a supply chain that involves them in every stage of production; more space for enhancing creativity, with multi-sensory experiences; a new layout facilitating visitor flows, with increased numbers of international buyers. This is how MICAM Milan, the international footwear exhibition coming up from 15 to 17 September is preparing to welcome buyers from over 60 countries around the world.

With 932 brands, 475 of which are Italian and 457 from abroad, mainly from Spain, Turkey, Brazil, Portugal and Germany, MICAM will once again offer a unique platform for discovering new trends and new technologies for manufacturers and retailers, with all the best of footwear for S/S 2025.

"MICAM has always supported the footwear industry which represents one of the cornerstones of Made in Italy and promotes our country’s image on the world stage, contributing to the growth of the economy – says Giovanna Ceolini, Chair of MICAM and Assocalzaturifici. "Despite the current period of great uncertainty, MICAM continues to grow in terms of exhibitors and the number of brands represented, especially from abroad. Combining technological innovation, evolving styles, and craftsmanship, MICAM represents a both a unique showcase and an unmissable opportunity to catch up on the very latest developments within the footwear industry. Here in Milan, it's not just about setting trends—it's about shaping the present and future of footwear”.

A NEW SPACE FOR YOUNG PEOPLE: THE MICAM ACADEMY

Hands-on learning, discovering new professions and finding your own way in an increasingly digitised industry: at this edition, MICAM launches “MICAM Academy”, a new educational area for schools (Pav. 1 – Stand G26), in cooperation with Politecnico Calzaturiero Veneto and Arsutoria School. The project aims to introduce young people to the art of shoemaking and show them how the combination of craftsmanship and new technologies represents an opportunity to be seized. Through five different stations, students will have the chance to explore the technological advancements achieved in the footwear industry. They can try out an app for foot measurement and virtual fitting (SNAPFEET), and see how a shoe can be designed in 3D and examined through immersive reality using visors (PRISMATECH). Going on to production itself, with SNEAKNIT, showing how to design uppers made a knitting machine, and DIRECT 3D, making soles with a 3D printer.

ID FACTORY will demonstrate the importance of tracking the finished product by means of a qrcode on the shoe, and the importance of measuring sustainability, accomplished with VCS software.

IN THE VANGUARD OF CREATIVITY: SPOTLIGHT ON 12 NEW DESIGNERS

Emerging Designers (MICAM X, PAV. 1), the successful initiative launching twelve new talents in the footwear world every year, with concretes opportunities to present their collections at MICAM in September and February, is back again for this edition.

The shortlist of 12 new talents is truly unique in terms of the variety and quality of the shoes they present. The creative designers who will be featured at the upcoming edition of MICAM are: Daphne Wattiez (France, Akvo brand), Ardemia de'Gennaro (Italy, Ardemia brand), Luisa Soriano (Italy, Babù Milano brand), Cecilia Bringheli and Sibilla de Vuono (Italy, CB Made in Italy brand), Cristiano Magnoni (Switzerland, Crimagno Earth brand), Giacomo Morelli (Italy, Gio*Milano brand), Guillaume Mesly d'Arloz (France, Meeko brand), Corine Ferrer (Spain, O.Sur brand), Francesca Parisi (Italy, Parisy brand), Sabina Teruel (Spain, Sabinis brand), Alberto Tassinari and Francisco Batta (Italy-Mexico, Sistta brand), Lello Romano (Italy, Sneark brand).

Find out more at https://micam.it/wp-content/uploads/2024/07/micam98-emergingdesigners.pdf

The many appointments at MICAM X are back, too, including trend forecasts by WGSN and, centre stage, the Trends Buyer's Guide for the S/S 25 season produced by Livetrend. The guide, developed with the help of Artificial Intelligence and the use of data-flow analysis, presents next spring’s styles, trends and materials to offer an innovative vision of the future through a winning combination of human and digital creativity the future. The tool, provided to buyers prior to the opening of the event and always available online, optimises purchases and reduces unsold inventory by pinpointing the seasons’s must-haves.

MICAM X: VISIONS AND SUGGESTIONS FOR WRITING THE FUTURE OF FOOTWEAR

Visionary contributions, great experts, open discussions with international dealers: the MICAM X area (Pav. 1) will be back again this year, MICAM Milano's innovation hub curated by @spin360_official, a consulting firm specialising in the development of new sustainable business models and innovative technological and organisational solutions. The speakers at the upcoming edition include internationally renowned professionals with cutting-edge insights into the future of retail, Catherine Barba and Melissa Gonzalez. Catherine Barba is an innovator who constantly strives to connect retail, e-commerce and digital transformation in new ways, launching numerous start-ups, while Melissa Gonzalez is an expert in retail and new consumer trends who helps companies transform their customers' retail experience by integrating the physical and digital experiences.

(Event schedule at https://micam.it/agenda/)

FUTURE OF RETAIL: COMMERCE GOES HI-TECH

Future of Retail (MICAMX, Pav 1), a space dedicated to innovative ideas destined to change the stores of today, will host a number of companies proposing advanced solutions of use to the footwear industry: virtual and augmented reality, 3D reconstructions of footwear, and all possible interactions between real and virtual.

Leading companies:

Covision Media
Covision Media specialises in the development of state-of-the-art 3D scanners that can convert any physical object into its highly accurate 3D digital twin. Brands such as Adidas, Zara, Meta, DMT, Salomon, and Geox already use this technology, which is based on artificial intelligence and guarantees exceptional quality, ideal for various applications: from virtual try-ons to ecommerce, virtual photography and augmented reality (AR).

ShopAR
opAR brings together the best large-scale 3D and AR creation. It is the market’s leading AR for virtually trying on shoes, glasses and watches through web and mobile applications. Clients include Prada, Church's, Tom Ford, Ugg, Jimmy Choo, Chopard and over 200 leading enterprises. ShopAR is currently focusing on state-of-the-art products designed for modern retail environments, from elegant life-size augmented reality kiosks to interactive mirrors, with solutions intended to engage and attract audiences in any environment, indoors or out.

Sync Lab
Sync Lab develops innovative solutions and products facilitating the digital transformation in a wide range of sectors, including telecommunications, finance, energy, maritime, healthcare, public administration, industry, transport and logistics. Sync Lab's Business Units are the company's production core and the home of its delivery and professional services. The organisation is designed to complete the digital transition of companies aiming to become market leaders with cutting-edge solutions, products and technologies.

Elmec 3D
Elmec 3D is Elmec Informatica’s business unit concerned with Additive Manufacturing. The company is a reseller of turnkey solutions for industrial 3D printing: from polymer and elastomer printers and design software to design, redesign and training services. It is also a 3D printing service provider, offering everything from rapid prototyping to small and medium production runs, taking care of every aspect of the project: technology, materials, design, optimisation and post-processing operations.

VisionEye AI
VisionEye AI reshapes visual experiences with its revolutionary holographic box technology. It is revolutionising the visual experience by integrating this innovative solution allowing companies to create engaging, immersive and impactful visual experiences that resonate with audiences and elevate their brand presence.

Fibbl
Fibbl helps footwear brands around the world implement 3D and AR technology on their ecommerce sites and online platforms to create an enhanced customer experience.

INNOVATION AND CREATIVITY: SPACE FOR START-UPS

Three innovative companies, each with their own distinctive traits, will be featured in the StartUp space, created in partnership with ITA and MAECI (Pav. 3 stand P22):

Supermateria is a Florence-based company combining design, additive manufacturing and new technologies to create tools at the service of enterprises. It specialises in industrial design, computational design, product prototyping and manufacturing, robotics, and consulting services in the field of 3D printing and technological research. Supermateria focuses on the leather industry, demonstrating how 3D printing and computational design can minimise waste.

Why Only White (WoW) transforms design and the customer experience with cutting-edge Spatial Augmented Reality (SAR) technology, fusing physical reality with projected digital content with no need for visors or smartphones. A patented tracking system based on artificial intelligence accurately recognises the shape and position of any 3D object, giving rise to 'Phygital' objects, so that real products come to life with dynamic digital overlays. The WoW platform represents a true revolution for sectors such as fashion, furniture, packaging, electronics and the automotive industry.

Unflock was born out of the innovative vision of three young startuppers who were deeply aware of the footwear industry's significant environmental impact. The spark of innovation was ignited when they discovered that the production of every single pair of conventional sneakers emits approximately 136 kg of carbon dioxide into the atmosphere. The need to change shoes frequently, whether due to the yellowing of white soles or the desire to follow the latest trends, inspired them to create an accessory that comes in handy in this situation. Taking their cue from smartphone covers, they came up with a product that not only protects sneakers, but makes them trendy and customisable, too.

TASTE ARENA: ITALIAN EXCELLENCE IN ALL SENSES

MICAM 98 is offering a multisensory experience for the first time, with a themed space created in collaboration with the Italian Association of Ambasciatori del Gusto. At Pav. 5 stand S13, in the Taste Arena, guests can watch live demonstrations from renowned chefs, highlighting the culinary specialties of the seven footwear districts. After pleasing the eyes, the journey continues with tastings of the dishes, completing the sensory experience. It’s a journey from the world of footwear to the world of food, celebrating the excellence of our regions and the most authentic, engaging Italian flavors.

(The event schedule at https://micam.it/taste-arena/)

Exclusive access reserved for trade visitors.

MICAM Taste arena: Taste and Style, a symphony of italian country

T
he 98th edition of MICAM Milano welcomes the Ambasciatori del Gusto (Ambassadors of Taste). Featuring a truly extraordinary partnership between MICAM, the world’s leading footwear trade show, and Associazione Italiana Ambasciatori del Gusto (ADG), the Italian Association of Ambassadors of Taste, an organisation promoting quality Italian cuisine all over the world.

At the upcoming event, scheduled to take place at Fiera Milano from 15 to 17 September, MICAM has chosen the Ambasciatori del Gusto as strategic partners to help tell the story of Italian excellence.

This journey through Italy’s seven footwear districts goes beyond shoes to embrace the country’s most authentic and iconic foods and wines, all linked by a common thread: the quality and pride of Italian craftsmanship.

During the event, the new MICAM TASTE ARENA set up in Pav. 5 will feature a programme of show cooking activities and a series of tastings in special dining areas. Seven Ambasciatori del Gusto chefs will represent their respective regions through exclusive creations:

o Richard Abou Zhaki for Marche;
o Salvatore Bianco for Campania;
o Andrea Costantini for Veneto;
o Nicolò Grazioli for Lombardy;
o Gegé Mangano for Puglia;
o Ciro Sieno for Emilia Romagna;
o Marco Stabile for Tuscany.

"The partnership with Ambasciatori del Gusto represents the perfect combination of two peaks of Italian-made excellence: footwear manufacturing and Italian cuisine," comments MICAM Chair Giovanna Ceolini. "The project combines creativity with quality, spotlighting two strategic industries that are not only vital for the Italian economy and job creation, but also central to Italy's cultural and social heritage. At MICAM, we’ll showcase some of the most talented chefs from across the country, both Michelinstarred chefs and rising new talents, and I’m confident that their dishes will delight even the most refined palates. This initiative will make our event even more dynamic and appealing.”

"Exploring and merging with different worlds outside the kitchen has always been a hallmark of our approach,” says Gianluca De Cristofaro, Director of Associazione Italiana Ambasciatori del Gusto. "At MICAM, we’ll tell the story of Italy's regions through their unique flavours, offering visitors an exclusive new multi-sensory experience. It will be a beautiful dialogue between culinary art and footwear craftsmanship — two important expressions of the excellence of 'Made in Italy', to be worn and to be savoured.”

Event schedule:

SUNDAY, 15 SEPTEMBER
From 11.00 a.m. to 12 noon: Campania show cooking by Salvatore Bianco + Puglia tasting From 2 p.m. to 3 p.m: Marche show cooking by Richard Abou Zhaki + Emilia Romagna and Veneto tasting From 4 p.m. to 5 p.m.: Tuscany show cooking by Marco Stabile + Lombardy tasting

MONDAY 16 SEPTEMBER
From 11 a.m. to 12 noon: Puglia show cooking by Gegè Mangano + Marche tasting From 2 p.m. to 3 p.m: Emilia Romagna show cooking by Ciro Sieno + Veneto and Campania tasting From 4 p.m. to 5 p.m.: Tuscany and Lombardy tasting

TUESDAY, 17 SEPTEMBER
From 11 a.m. to 12 noon: Lombardy show cooking by Nicolò Grazioli + Campania tasting From 2 p.m. to 3 p.m: Veneto show cooking by Andrea Costantini + Tuscany and Marche tasting From 4 p.m. to 5 p.m.: Emilia Romagna and Puglia tasting

12 NEW TALENTS IN THE SPOTLIGHT AT MICAM

A concrete and successful initiative that every year launches twelve new talents from the world of footwear to showcase their collections at MICAM, in the two editions in September and February: Emerging Designers is back, also on the occasion of the next international footwear exhibition, from 15 to 17 September 2024 at Fiera Milano.

In fact, the selection of the young creatives has just concluded, carried out as per tradition by a quality jury made up of fashion designer Ernesto Esposito (President of the Jury), Sara Sozzani Maino (Creative Director Fondazione Sozzani), Francesca Molteni (Scouting Director Tessabit), Paola Ventimiglia (Fashion Director SPORTWEEK - La Gazzetta dello Sport), Daniele Cardone (Fashion Photographer), Matteo Ward (CoFounder WRAD), together with MICAM (represented by President Giovanna Ceolini).

The shortlist of 12 new talents was confirmed as unique in terms of variety and quality of the footwear presented. The creatives who will be the protagonists of the next edition of MICAM are: Daphne Wattiez (brand Akvo), Ardemia de'Gennaro (brand Ardemia), Luisa Soriano (brand Babù Milano), Cecilia Bringheli and Sibilla de Vuono (brand CB Made in Italy), Cristiano Magnoni (brand Crimagno Earth), Giacomo Morelli (brand Gio*Milano), Guillaume Mesly d'Arloz (brand Meeko), Corine Ferrer (brand O. Sur), Francesca Parisi (brand Parisy), Sabina Teruel (brand Sabinis), Alberto Tassinari and Francisco Batta (brand Sistta), Lello Romano (brand Sneark).

From creatives presenting their first collection, to already partially established designers running a single-brand shop, up to entrepreneurs capable of proposing their creations to Hollywood stars, the choice of young people who will be the protagonists of the Emerging Designers space at MICAM will offer effervescent differences that will allow operators visiting the event to discover unique stories, experiences and experiments. Sustainability, attention to materials, comfort, durability and style are just some of the characteristics that make the collections presented special and special.

The appointment with Emerging Designers is at MICAM, from 15 to 17 September 2024 at Fiera Milano.

 

After ten years in the film and television industry, 36-year-old Daphne, originally from Paris, decided to devote herself to footwear and their world. She trained between Milan and London and set to work to create a new concept of an entirely sustainable and avant-garde sandal: thus the AKVO brand was born for summer 2024.

Ardemia was born in 1992 in Naples, with a special vocation for the world of fashion and style. Gradually, the dream became passion and commitment and Ardemia began studying and creating between London, Milan, Aversa and Ibiza. This gradually gave rise to her stylistic signature, which is expressed to the full in the brand that bears her name, founded in 2017. There are two collections by the designer so far, the latest of which will be featured at MICAM this year.

Thirty-eight year old Giacomo Morelli from the Marche region of Italy, after graduating from the Art Institute and from the Istituto Marangoni in Milan, has collaborated with a major brand and worked alongside important creative directors. The Gio* Milano brand was born in 2023 out of the desire to create a product that not only protected against the cold in winter or the light in summer, but also carried a unique authentic style. Its name is reminiscent of the city that determined Giacomo's artistic journey, but it is also a tribute to the city's vibrant energy, emphasises the brand's ‘Made In’ and is characterised by passion and authenticity.

A Parisian with a passion for travel and discovery, Corine trained between ESMOD (Paris fashion school) and Ecole du Louvres. From her many travels, the O.SUR brand was born in 2020, inspired by her fascination with Mediterranean cultures and their expression in footwear, and the evolution they have undergone over the centuries. The O.SUR models are made on the east coast of Spain, which has a strong craftsmanship tradition in the world of footwear. The Mediterranean, between simplicity and elegance, strongly inspires O.SUR's footwear.

MICAM MILANO: INNOVATION, TRENDS, YOUTH. THE FUTURE OF FOOTWEAR TAKES CENTRE STAGE

The event confirms its status as the world’s leading trade fair with over 900 brands on display

The big event is back, characterised by a focus on footwear and the latest trends, but also on the values of sustainability, innovation in retail, and Italian manufacture, the key theme of MICAM.

MICAM Milano, the international footwear exhibition coming up from 18 to 21 February at Fiera Milano (Rho), is preparing to welcome buyers from 150 countries. With 923 brands, 464 of which are Italian and 459 foreign – mainly from Spain, Turkey, Brazil, Germany and Portugal - the event will include a range of exciting new products from new entries such as BRUNO MAGLI, PLEIN SPORT and KATY PERRY COLLECTIONS, and unique opportunities to learn about the latest footwear trends.

According to the Chair of MICAM and Assocalzaturifici, Giovanna Ceolini: "The quality and success of a trade fair can be measured by two yardsticks: its vocation for generating innovation, and its ability to attract professionals from all over the world. In addition to these two variables, MICAM also offers a focus on sustainability and a great opportunity for professional updating. The February event is not only a sort of annual check-up for the footwear sector, but an unmissable opportunity to preview the trends in a sector worth over 14 billion euros, with more than 72,000 employees, representing the backbone of Italy's manufacturing industry. Italian-made footwear has always been central to our event, and I am delighted to announce that Adolfo Urso, Minister of Enterprise and Made in Italy, will be inaugurating MICAM and the other concurrent trade fairs at 10.30 a.m. on Sunday, 18 February."

MICAM X: OUTSTANDING EXPERTISE TO FOSTER INNOVATION

The MICAM X area, MICAM Milano's innovation hub curated by SPIN360, a consulting company specialising in the development of new sustainable business models and innovative technological and organisational solutions, will be back again this year. The space will once again focus on four key theme areas, Art, fashion, heritage and future, Trends and materials, Sustainability and The future of retail, explored by gurus and experts in the field.

Interviews with prominent international speakers will be of particular interest at this year's event. Interviewees include Giuseppe Stigliano, Global CEO of Spring Studios, an entrepreneur and lecturer at several universities and business schools and leader of a team of over 200 talents with expertise in business strategy, creativity, technology and data; Doug Stephens, Founder of Retail Prophet, one of the world's leading retail consultancies, whose research work influences many of the world's best-known retailers, agencies and brands; Matthew Drinkwater, Director of Fashion Innovation Agency, a world-renowned expert in emerging technologies and their application to the creative industries.

Another feature returning at this edition are the trend forecasts for SS 25 compiled by WGSN, which will be presented in the course of numerous events at MICAM X. Once again, the focus will be on Livetrend's Trend Guide for Buyers for the AW 24-25 season. The guide, developed with the help of Artificial Intelligence, predicts next winter's styles, trends and materials through analysis of data streams, offering an innovative vision of the future through a winning combination of human and digital creativity. February's special selection entitled "Holidays" will be dedicated to the world of the winter holiday season: a key time for sales which is increasingly visible in the market.

The last day will focus on education and the younger generation, with the aim of establishing an ever-stronger bond between the world of education and professions in the footwear industry, from creative designers to specialists in the manufacture of shoes of various types.

FUTURE OF RETAIL: THE SHOP OF THE FUTURE IS HERE

Future of Retail, a space focusing on innovative ideas that will shape the future of retail, will host a number of companies proposing advanced solutions of interest to the footwear sector, with a focus on 3D technology.

Elmec 3D is the Elmec Informatica business unit concerned with Additive Manufacturing. The company is a reseller of turnkey solutions for industrial 3D printing: from printers and design software to design, redesign and training. It is also a 3D printing service provider, taking care of all aspects of projects ranging from rapid prototyping to small and medium-sized productions.

Profoto is a world leader in light shaping products. The company is introducing a technology providing all-in-one solutions for creating photographic and video content for e-commerce, ensuring a seamless and efficient workflow. Their products are equipped with cutting-edge technology, combining state-of-the-art software with hardware featuring the best products offered by the photography industry.

n the wake of last year's success, Safesize and FIBBL will be back. SafeSize offers an innovative omnichannel 3D foot scanning, helping customers find the perfect shoe in physical and online shops. Meanwhile, FIBBL is the world's largest distribution platform for self-made 3D shoe models and it helps brands and retailers transform their e-commerce site into 3D and augmented reality (AR) solutions.

ITALIAN STARTUPS: FLEDGLING COMPANIES TO RELAUNCH THE FOOTWEAR INDUSTRY

The Italian Startup area provides a stage for young Italian companies that have developed a series of unique, original projects characterised by sustainability and utility. In collaboration with StyleIt and with the support of ITA and MAECI, the startups presented will be: Spatial Port, OuttaWRLD, WOOWE and WAHU.

SpatialPort is creating a highly engaging Metaverse application to showcase and sell fashion, art, music and services. In this 3D world, any brand can launch and sell real and NFT products via an interactive 3D e-commerce experience.

OuttaWRLD is the world's first app enabling all users, from luxury brands to fashion consumers, to customise products with AR.

WOOWE is an innovative start-up that produces and sells luxury accessories and footwear for men, women and children made of ultra-thin layers of wood. The wood used (maple, walnut and cherry) comes from ethically managed forests.

WAHU enhances the walking experience with sneakers that are capable of changing the morphology and cushioning of their soles to offer users app-based functions.

EMERGING DESIGNERS: SPOTLIGHT ON YOUNG TALENT

The Emerging Designers area will once again host 12 creatives from all over the world selected by a jury of fashion industry experts for the current season. Recycled or recyclable materials and attention to the production chain are just some of the features of the shoes that will be on show.
Belledonne Paris, (France) with the Sporty chic collection, Bonamaso' (Spain) with the Save the planet collection, Caplait (Pakistan) with the Folkart collection, Daniela Uribe (Colombia) with the Heartbreak collection, Judy Mazzotti (Italy) with the Squid game collection, Minacapilli (Switzerland) with the Sex and the City collection, Mosca Shoes (Argentina) with the Cowgirl collection, Pierini Calzature (Italy) with the Elite collection, Room (Brazil) with the Bauhaus collection, Socque (France) with the Come together collection, Tachino Chie (Japan) with the Savile Row collection, Ubac (France) with the Jump collection.

MADE TO BE COLLECTIBLE: AN EXHIBITION OF ITALIAN FOOTWEAR

The future of Italy's footwear industry will be determined by the major structural and technological changes that are already affecting its evolution, while maintaining close contact with a quality tradition that continues to enjoy international success.
To recount the changes in the sector and to draw attention to "Made in Italy Day", established by Minister Urso to be celebrated on the 15th of April, MICAM presents MADE TO BE COLLECTIBLE, an exhibition curated by Orietta Pelizzari and Matteo Bardi and dedicated to cutting-edge products created by Italian creative intelligence, combining manual, artistic and technological skills. In these creations, Artificial Intelligence (AI) joins forces with Human Intelligence (HI) to produce items of excellence which are long-lasting and, because of this characteristic and their innate quality, collectable as true works of art.

MIDO
Equipment, activities, nutrition, digital, material trends, etc,.

FASHION

MIPEL 127
B2B international exhibition designed for fashion accessories buyers