Since we last spoke with Giovanna Ceolini, Chair of MICAM Milano and Assocalzaturifici, we have been following the steps of the international footwear exhibition, which held a new edition at Fiera Milano from 15th to 17th September. We were there, learning about the trends in the sector for the next season, discovering new brands and projects, and gaining knowledge about this complex industry from some of the most renowned experts in the field. During our visit to the fair, which continues to grow with more exhibitors and brands represented, especially internationally, we met again with Ceolini to find out all the details of their latest edition.
“Four main macrotrends will dominate next season,” the President tells us in the interview you can read below, in which we ask her about the conclusions of this edition that closed its doors just a week ago, as well as about the current situation of the footwear sector, the importance of technology and sustainability, and the organisation’s efforts to promote and make emerging talent visible. We also talk about MICAM Academy, their newly launched exciting project whose aim is to bring this industry closer to young people by showing them all the possibilities it offers.
Hi Giovanna, welcome back to METAL. How are you? What can you tell us about the MICAM edition that has just ended?
It's been edition rich in many proposals both on the exhibition front and regarding the training offer. Once again, this exhibition photographs the state of the art in one of the key sectors, not only for the Made in Italy production but for the entire national economy.
From 15th to 17th September, MICAM Milano was held at Fiera Milano, welcoming more than nine hundred national and international brands and buyers from over 60 countries around the world. What were the main innovations this season?
A renewed focus on young people for a supply chain that aims to involve them in every stage of production, more space to enhance creativity through multisensory experiences, and a new layout to facilitate the flow of visitors and a strengthened presence of international buyers. Among the news, I'd highlight the MICAM Academy, the training area reserved for schools in collaboration with Polytechnic Footwear and Arsutoria School.
The last time we spoke, you identified four macrotrends that had emerged at MICAM: Tender Frost, Highland Lodge, Lunar Realm, and Afterworld. Is there anything you can tell us about what's coming for next season in the footwear industry?
Four main macrotrends will dominate next season. The first is Heirloom, which celebrates craftsmanship and the charm of tradition. Inspired by retro and rural aesthetics, it promotes the use of natural materials such as raffia and suede, enhancing artisanal details such as fringes and heels in natural materials. Avant-garde instead embraces individuality and creative expression. This trend mixes sporty and preppy styles with bold creativity, using unexpected materials and bold colour blocks. Key details include retro perforations and glossy finishes, creating dynamic and innovative shoes that stand out for their unique style and wearables. The third is Empathy, which embodies a sensual and intimate allure, ranging from minimalism to maximalism. Focus on delicate materials and rich textures, with details like drapes, scrunchy effects, and lace elements. And finally, Preservation, which combines innovation and biotechnology, projects a futuristic and elegant aesthetic. Featuring innovative and sustainable materials, it emphasises functionality and longevity with a utility aesthetic.
The words you chose to define the previous edition of MICAM Milano were “sustainable, digital, and futuristic.” Would you go for the same ones now or change them? Why?
The assets are always these ones. Companies and the market have understood that without technological innovation and a decisive acceleration on the sustainability front, we are behind. With our event, we try to offer the most advanced scene offers in these two segments.
Despite the current uncertainty, the event continues to grow, establishing itself as a world leader, with more exhibitors and brands represented, especially internationally. How do you continue to stay up-to-date and connect with new audiences all over the world?
Our activity is not limited to the days around the event. We work all year round to ensure a show full of news and with several companies representative of the entire sector.
You’ve just launched MICAM Academy, a new school educational area (Pav. 1-G26), in cooperation with Politecnico Calzaturiero Veneto and Arsutoria School. Could you tell us more about this new project?
We launched MICAM Academy in this edition to make students passionate about the art of master footwear and allow them to discover a trade opportunity to seize. Five stations show the technological evolution achieved by the footwear. Students can discover how an app for foot measurement works and what is virtual fitting (Snapfeet), but also how to design 3D footwear and how it can be examined through immersive reality with visors (Prismatech). Then we move to the real production with Sneakit, which shows how to design uppers with a knitting machine without using glue, and Direct 3D for the production of soles with the 3D printer. ID Factory shows the importance of tracking the finished product through a QR code reported on the footwear and highlights the importance of sustainability that can be measured thanks to the VCS software.
Your successful initiative Emerging Designers, in which you launch twelve new talents in the footwear world every year, was back again in this call. Who were the ones selected this time, and what would you highlight about them?
The twelve new talents are confirmed as being unique in terms of the variety and quality of the shoes presented. Sustainability, attention to materials, comfort, durability, and style are just some of the features that make the collections presented special and particular. The excellent public feedback confirms the prudence of our selections.
What topics were addressed in the talks this last season, and what profiles went on stage?
The rich calendar of meetings held by leading experts in the field addressed the most urgent issues for the sector. First of all, sustainability, but also digitalisation and technological innovation, as well as the latest trends in style and material. The future of retail was also discussed.
And what about technology—is there anything new that you have incorporated compared to previous editions?
Each edition is a step further towards the future. Technological updating is essential for companies in the footwear sector, and at each edition, MICAM presents the innovations needed to remain competitive in international markets.
I guess that each new edition of MICAM presents new challenges that must be faced in a precise way. What stakes have you dealt with in this call?
As already mentioned, sustainability and digitalisation are the assets to be developed and implemented in order to overcome the challenges of the future and the problems due to the current economic situation.
If you had to give some advice to the attendees of the event who will be travelling to Milan for future editions of MICAM, what would it be?
MICAM is the event where we always are. The appointment is to check the stability of the sector and update on the latest trends in the footwear sector.
