Exhibitors, buyers and new digital tools at the heart of the show’s evolution, with matchmaking, trend intelligence, innovation and international scouting
MICAM Milano, taking place from 13 to 15 September at Fiera Milano Rho, opens with 758 exhibiting brands, 378 of which are Italian and 380 international, confirming the show’s strong international vocation. The event takes place at a time of significant evolution in the international footwear market and further strengthens its focus on the business community, with particular attention to buyers, retail dynamics and internationalisation.
Exhibitors come from 29 countries, with Spain, Turkey, Brazil, Germany and Portugal among the leading international markets represented. On the distribution side, buyers from 130 countries are involved in the show. Alongside established European markets – France, Germany, Spain, Switzerland, Belgium, Poland and the Netherlands – based on registrations, MICAM Milano expects visitors from the United States, China, Japan, Kazakhstan, Israel and Canada. The September edition also sees participation from new countries, including Denmark, Australia, Malaysia, Indonesia, Thailand, Nigeria and Ghana.
The relationship with the distribution sector is at the heart of the September edition, supported by an extensive international incoming programme developed in collaboration with ICE and MAECI, as well as a series of tools designed to make buyers’ work more effective both before and during the show.
Among the highlights of the upcoming edition is the new matchmaking platform, which enables visitors to identify exhibitors according to their interests, discover collections and search by brands and product categories, start conversations via chat and schedule meetings before arriving at the fair. The platform also allows users to create a personalised agenda, with the aim of optimising time spent at the show and focusing meetings on the most relevant business opportunities. This tool complements the Trends Buyer Guide, which highlights the season’s must-haves and helps professionals navigate the brands, collections and categories featured at the show. The objective is to make it easier to create visit itineraries that are aligned with purchasing needs and the evolving requirements of different markets.
For Giovanna Ceolini, President of MICAM: “The new edition represents another step forward in the evolution of the show: greater incoming programmes, digital matchmaking tools, dedicated buyer services, market insights and networking opportunities complement the exhibition itself, with the aim of making the relationship between supply and demand more effective. Our strategy is based on listening to the market and understanding the transformations taking place across international retail. Increased incoming programmes and strengthened services for buyers go hand in hand with greater attention to networking and the quality of professional meetings, supported by lounge and hospitality areas dedicated to the business community.”
On the content side, MICAM Next brings together talks, seminars and in-depth sessions addressing the issues reshaping the sector, from technology and artificial intelligence to design, the evolution of retail and new business models. The programme complements the presentation of collections with an analysis of the transformations currently underway, featuring contributions from international experts, professionals and opinion leaders.
Alongside MICAM Next, RETAIL HUB – Accessories & Technology for the Store Experience makes its debut. This new exhibition area is dedicated to solutions supporting the evolution of the in-store experience. The space brings together companies operating across different fields, from footwear care and maintenance to accessories, packaging and hosiery, as well as technologies and tools for trend analysis and content creation. It connects products with the new needs of distribution and the retail environment. Participating companies include Alkan Boya, Amazon, BAMA Essential, Alfredo Carrea & Figli, Cocciné by Dakoma, Ecoshopper, Livetrend, Marcoliani, Prestige, Profoto, Tradigo Giovanni Srl and Zeneri.
MICAM Milano is also continuing to invest in scouting new talent through Emerging Designers, the project launched in 2018 in collaboration with Honegger. For MICAM Milano, twelve international brands have been selected: Éeclat, En Talons, Joel Wijangco, Maliko, Moon2gether, Nalebe, Paidal, Raphia, Stefano Mugnai, Te Dreamers Club, Tenconi and Wud. The designers will be showcased in a dedicated exhibition area and will take part in the MICAM Next programme with a seminar and a dedicated fashion show. The selection, entrusted to a jury chaired by Ernesto Esposito, brings together diverse approaches to contemporary footwear, ranging from material research and construction innovation to design and product experimentation.
MICAM Milano further strengthens its role as an observatory on the international footwear sector through trend intelligence tools designed to interpret evolving consumer trends and purchasing behaviours and provide brands and buyers with valuable insights.
The focus on innovation also extends to expertise and technologies from other sectors, with companies capable of contributing to different stages of the supply chain and included in the Italian Start Up programme strongly supported by ITA and MAECI. These include Hooded MYV, an avant-garde performance-wear brand; SANGI Observatory, a digital footwear design archive combining research and artificial intelligence; and Vaultik, a platform for product traceability, authenticity and digital lifecycle management.
The regulatory and industrial evolution of the supply chain also has a place within the MICAM Milano programme. During MICAM, Assocalzaturifici presents its partnership with Retex.Green, the circular economy consortium for the fashion system promoted by Confindustria Moda. The partnership aims to support footwear companies in the transition towards circularity and in addressing new scenarios related to product end-of-life management and Extended Producer Responsibility (EPR). The collaboration forms part of the broader transformation currently affecting the sector, requiring companies to develop new expertise and tools to manage regulatory and industrial change.
M&M – THE ACADEMY HUB
The joint project by MICAM Milano and MIPEL dedicated to the footwear and leather goods supply chain returns to Hall 5, with activities focused on discovering manufacturing processes and technical skills. At The Academy Hub, three projects developed for this edition will be presented – a customisable luggage tag, a sneaker and a bag for students visiting the show – alongside live demonstrations by ARSUTORIA professionals.
Drinks & Deals also returns, an initiative dedicated to networking and professional meetings, organised with ARSUTORIA, Simac Tanning Tech and Assomac. Activities will take place on Sunday 13 and Monday 14 September from 11:30 am to 1:30 pm and from 4:00 pm to 6:00 pm, and on Tuesday 15 September from 11:30 am to 1:30 pm. The programme is completed by M&M – The SS2027 Highlights, scheduled for Sunday 13 September at 11:00 am and 3:00 pm, curated by Studio Mattori.
FASHION LINK MILANO: FIVE EVENTS FOR THE INTERNATIONAL BUSINESS COMMUNITY
The synergy between MICAM Milano, MIPEL, Milano Fashion & Jewels, TheOneMilano and SIMAC Tanning Tech continues the journey launched last April with Fashion Link Milano, strengthening dialogue between complementary events, sectors and supply chains while creating a coordinated offering for international buyers and industry professionals.
This initiative also included the The Buyer Journey conference, held on 8 September at the ADI Design Museum in Milan, focusing on the evolution of the buyer journey and new ways of connecting supply and demand.