MICAM 100 - Save the date!

Innovation in production techniques and in stores, originality in style, and attention to sustainability. These are only some of the characteristics of a continuously evolving footwear industry, which will be showcased in the upcoming edition of MICAM Milano— the international footwear trade fair scheduled to take place at Fiera Milano from 23 to 25 February 2025.

With 853 brands—415 Italian and 438 international from 28 countries—the event confirms itself as a global phenomenon, presenting a powerful array of prestigious product innovations that affirm the importance of its incoming campaign.

In this edition as well, the fair will feature the latest innovations from the world’s top international companies along with a wide representation of all the Italian manufacturing districts that make Made in Italy renowned worldwide, presenting buyers with their unmistakably styled proposals.

The presence of excellent companies, both Italian and foreign, that continue to choose MICAM Milano as their exclusive showcase, confirms the confidence manufacturers have in the event’s formula. At MICAM, business is guaranteed. There is no shortage of initiatives and both online and on-site facilities designed to welcome and support fair operators at every moment—transforming the visit into a truly exclusive, effective, engaging, and stimulating experience.

The event is unique in its kind thanks to its always original storytelling. This year, in fact, MICAM Milano will celebrate the ability of shoemakers to renew, evolve, and continuously grow. They are the “game changers,” capable of adapting to new challenges and facing change with courage against every unforeseen obstacle while maintaining a strong bond with tradition. The world of footwear is complex; it always requires new professionals, a visionary approach to the supply chain, creativity in inventing new styles, and a deep respect for a history of excellence that characterizes the Italian sector and its many forms of expression.

“With its extensive exhibition offering and a important program of events, MICAM is the best response to a challenging period for the footwear industry,” emphasizes Giovanna Ceolini, President of MICAM and Assocalzaturifici. “2024 ended with a decline in exports (-8.4% in value) and turnover (-9.4%), along with a drop in production. However, forecasts indicate a gradual market improvement by the end of the year, with recovery prospects driven by the industry's capacity for innovation and resilience. In this context, MICAM reaffirms its status as an unmissable international event, a key reference point for brands, buyers, and professionals from around the world. The confidence of exhibiting companies in the trade show is evident in their participation, demonstrating how MICAM serves as a strategic platform for developing new business opportunities and tackling market challenges with momentum.”

A HUNDRED TIMES MICAM! THE COUNTDOWN HAS BEGUN

In September 2025, MICAM will reach the ambitious milestone of its 100th edition.

For this reason, the journey toward an edition that promises to be both a confirmation and a celebration of the world’s most important footwear event begins already in February.

"We are all aware of the importance of the hundredth edition that awaits us—an occasion to celebrate the history of an extraordinary event that has, in every edition, accompanied the companies of the footwear sector onto the international stage of excellence and entrepreneurial spirit through a complex yet highly rewarding journey," states Giorgio Possagno, Chief Executive Officer of MICAM.

“Already starting with the February appointment, we have launched a new storytelling approach, dedicated to shoemakers as Game Changers, to confirm and relaunch their role in the sector at a time of significant change for MICAM as well. Through important investments planned in our industrial strategy, we aim to strengthen our positioning as the premier event that guarantees new commercial opportunities for our exhibitors.

Indeed, we have new initiatives in store that will guide us toward a new project to be unveiled in the coming months, designed to enhance the identity and centrality of the event—a “brand” always recognized for driving the promotion of trendy and high-quality footwear worldwide.

To continue making MICAM great in the future, we will continue to rely on institutions such as ICE Agency, MAECI and MIMIT, the Lombardy Region, and all the stakeholders whose market know-how continues to guarantee the reliability of our event as recognized by buyers and Italian and foreign companies alike. To them, once again, I offer my heartfelt thanks—especially in this moment of profound evolution for the event.”

MICAM X: CONTRIBUTIONS AND VISIONS FROM INTERNATIONAL EXPERTS TO INSPIRE CHANGE

Returning again in this edition is the MICAM X area, the innovation hub of MICAM Milano, curated by Spin360, which is once again dedicated to important aspects of product evolution. 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. These themes will be explored by industry professionals and recognized global experts.

The international voices of the upcoming edition of the Future of Retail include: Michael Ferraro, Executive Director of the FIT Design and Technology Lab (DTech) at the Fashion Institute of Technology in New York, who is committed to involving faculty and students in solving industrial problems through design and technology—creating a bridge between industry and academia; Jack Stratten, a highly experienced writer and researcher specializing in retail trends who has worked with Insider Trends since its inception, delivering presentations and key speeches around the world on every aspect of retail— from stores to the supply chain, to omnichannel strategies and sustainability.

Also returning is the presentation of the trends identified by WGSN, which will characterize numerous appointments within MICAM X. Once again, at the centre of the stage will be the “Trends Buyer’s Guide” developed by Livetrend, created with the contribution of Artificial Intelligence that analysed social media data flows and other variables to process the styles and trends for upcoming seasons, offering an innovative vision of the future through the winning combination of human and digital creativity.

FUTURE OF RETAIL: THE SHOP OF THE FUTURE

Future of Retail, a space focusing on innovative ideas that will shape the future of retail, will host four companies proposing advanced solutions of interest to the footwear sector, with a focus on 3D technology. The leading companies this year are: AQuest, Creative Production & Technology Company; Proke, a precise and fast remote measurement service; Threedium, the world's leading 3D and AR platform for Revenue Growth; WoV Labs, with their proposal for a Digital Product Passport.

AQuest combines creativity and technology to craft digital experiences that connect brands with people on a deeper level. It offers a comprehensive range of services—from Visual & Interaction Design to web campaigns, online portals, e-commerce solutions, mobile app development, and Animation Motion Design. It is the most awarded digital agency in Italy.

Proke uses a wearable measuring device and an app to collect precise data, ensuring the perfect fit for garments.

Threedium is driving the e-commerce revolution with advanced 3D product configurators and immersive 3D viewers. Its innovative SaaS platform enables global brands to create highly engaging online shopping experiences.

By seamlessly integrating product configurators, 3D viewers, and augmented reality into e-commerce websites, it aims to transform the way consumers interact with products across all devices.

WoV Labs introduces an innovative solution designed to enhance transparency and direct interaction between manufacturers and end customers—the Digital Product Passport. This advanced and scalable system leverages blockchain technology and smart tags to provide a secure, traceable, and fully digital product identity.

ITALIAN START-UPS: SPACE FOR THE MOST INNOVATIVE COMPANIES

The Italian Startup area provides a stage for young Italian companies creating a series of unique, original proposals.

The area is set up in collaboration with StylelT with the support of ICE and MAECI, and the start-ups presented will be: Lubello, RE49 and Yush.

Lubello redefines luxury in women’s footwear, offering a collection that embodies bold innovation and surprising originality. Guided by the vision of Creative Director Luca Lubello, each pair is not only a statement of style but also a testament to the meticulous quality and heritage that have made Italian footwear famous around the world.

RE49 is a footwear brand created with iconic materials recovered and recycled directly— such as boat sails, deckchairs, and beach umbrellas from Italian beaches. It unites artisanal tradition, circular economy, sustainability, technology, and Italian design. It was in 1949 that Valentino Masolini founded his footwear company in the province of Udine, starting his business by recycling materials collected from barracks abandoned after World War II. In 2020, Nicola—the fourth generation—decided to return to the origins by launching an entirely circular economy brand, RE49.

Yush is a leader in the luxury footwear sector, merging the excellence of Italian craftsmanship with advanced technological solutions derived from in-depth scientific research. Handcrafted in Florence with the highest quality materials, the shoes embody both elegance and innovation. Each model integrates smart, 3D-printed insoles and IoT sensors, along with exclusive electrostimulation technology controllable via a Bluetooth app—developed to optimize physical well-being, improve circulation, and reduce fatigue.

ACADEMY AREA: THE JOY OF TRUE LEARNING

Also present in this edition will be the Academy Area, a space designed to immerse young people in the world of footwear. The Academy will unfold through a series of initiatives organized to offer the opportunity to explore the footwear industry in all its facets—from design and the techniques of shoe creation to the customisation of accessories.

On display will be the craftsmanship of young artisans and their know-how, ready to inspire future generations through an initiative curated by Alessandro Zannoni.

There will also be many technological proposals: from Stoll knitting machines that add unique finishes to both athletic and luxury footwear, to Puntozero and Direct3D 3D printing of outsoles made with futuristic materials, and even the opportunity to discover the footwear production processes through virtual reality—thanks to headsets provided by the European project Metaskills4 TCLF, exclusively premiered at MICAM.

At the heart of the Academy Area is also an initiative to spark the creativity of young people in a dedicated workshop space: the opportunity to create personalized hoods and post them by tagging @micam.milano and using the hashtag #micamacademy2025.

Furthermore, confirming MICAM’s strong commitment to education, the education panel—which will take place on Tuesday, 25 February at 11:30 in MICAMX—will feature the great Ferragamo through the narrative of Stefania Ricci, Director of the Ferragamo Museum and head of cultural events worldwide.

MICAM STUDIO: THE VALUE OF STORYTELLING

The new area will host three exceptional publications: ELLE, GRAZIA ITALY, FRANCE and UK and VANITY FAIR. These media partners will enliven the space with exclusive photo shoots and meetings.

The set will become the operational base for the editorial team, which will conduct brief interviews on trends, innovation, and the future of fashion on different days. Exclusive video content and images will be produced to merge fashion, creativity, and storytelling— adding even more value to the footwear on display.

EMERGING DESIGNERS: AN ONSET OF INNOVATION AND STYLE

The Emerging Designers area will once again host 12 creatives from all over the world selected by a jury of fashion industry experts. Sustainability and originality are the keywords of the collections presented: recycled or recyclable materials and attention to the production chain, as well as style and personality, are just some of the features of the shoes that will be on show.

The creative designers who will be featured at the upcoming edition of MICAM are: Daphne Wattiez (Akvo brand), Ardemia de'Gennaro (Ardemia brand), Guido Aldera (Babù Milano brand), Cecilia Bringheli and Sibilla de Vuono (CB Made in Italy brand), Cristiano Magnoni (Crimagno Earth brand), Giacomo Morelli (Gio*Milano brand), Guillaume Mesly d'Arloz (Meeko brand), Corine Ferrer (O.Sur brand), Francesca Parisi (Parisy brand), Sabina Teruel (Sabinis brand), Alberto Tassinari and Francisco Batta (Sistta brand), Lello Romano (Sneark brand).

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

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