After cancelling its physical edition, which was scheduled from March 21 to 23, because of the resurgence of the Covid-19 pandemic, the Milan-based footwear trade show Micam will hold a virtual event from March 8 to May 8 called Micam Milano Digital Show.
The first edition of the digital show, which was held in September 2020, attracted 2,500 international buyers and showcased 154 brands and over 53,000 products. The forthcoming event will present trends for the next autumn/winter season and the online platform will enable buyers to browse collections and finalize orders, Micam explained.
Content will be enhanced through MicamX, a laboratory dedicated to innovation and “cutting-edge ideas” in footwear.
Siro Badon, the chairman of Micam and of the Italian footwear association Assocalzaturifici, noted that the pandemic has helped accelerate the digitalization of the footwear industry and changed the way to do business. “At the same time, we are fully aware that we cannot abandon the traditional physical trade fair because physical contact, in-person interaction between buyer and supplier is a vital aspect of our business,” he stressed. Badon announced that the next physical edition of Micam is scheduled from Sept. 19 to 21.
Three new fashion trends
Micam also revealed the three fashion trends – Conscious Clarity, Phantasmagoria and New Mythologies – identified by the forecasting company WGSN and that will be discussed during the MicamX seminars.
“While sustainability becomes a non-negotiable necessity, we try to evade reality by rediscovering history and myth, but also by exorcising our fear of the present moment by inventing other-worldly situations full of characters that would be perfectly at home on the set of a horror film,” according to WGSN.
Conscious Clarity prompts to focus on long-lasting products that “go beyond the concept of seasonality” and leads to “a real cult of moderation and restraint, inspired by the ‘limitarianism’ theory, which promotes the redistribution of rights and wealth amongst peoples,” Micam explained.
Minimalism will also influence men’s shoes leading to classic, timeless models that are revisited using simple materials, it added.
Meanwhile, the current climate of uncertainty “has led us to seek refuge from reality and everyday life in alternative, even ‘horror-film’ type scenarios that are increasingly reflected in products.” In women’s footwear, details and colors combine to create dramatic effects resulting in a product mix that is seductive and disturbing at the same time, Micam said in a statement.
For men’s shoes, the trend is towards a baroque style, expressed in the form of luxurious materials and precious detailing.
New Mythologies reconstructs myths and legends. “Antique and worn-looking metals will be fundamental for this trend” and it is imperative to emphasize the origin, tradition and craftsmanship of products as well as work with artisans to create “memorable objects,” Micam commented.
It also highlighted that shoemakers will aim at reducing waste and create new designs and business opportunities by re-using materials and products they have in stock.