Creativity, dreams and genius: MICAM, the shoe industry’s
leading international fair, is poised to transform the world of footwear into a fantasy universe imbued with the enchanted atmosphere of the world’s most famous fairytales.
The creative idea and direction were curated by the MM Company, with accounting by Laureri Associates, and the theme will accompany the trade show over the coming editions. MICAM’s #micamtales aim to portray the fantastic world of creativity through a collection of fairy-tales ‘to wear’, revisited in a contemporary key. The concept will provide the setting for the numerous stories recounted by exhibitors, whose collections transform the trade-fair into the creative heart of the footwear world. To ensure the concept is clearly visualized, a different fairy-tale will be dedicated to each year, divided into two distinct parts: one in February (for the fair’s Autumn/Winter edition) and one in September (Spring/Summer).
The first fairy-tale of 2020 will be MICAM in Wonderland: a surreal transposition of the iconic fairy-tale based on the images taken by photographer Fabrizio Scarpa and directed by Daniele Scarpa. The items of clothing and accessories chosen for the marketing campaign are eccentric, exaggerated, voluminous. Attentive as ever to the ideas of emerging designers, MICAM has chosen to use the creations of a select number of new young designers to pep up its new campaign even further. In particular, the stars of the 2020 “MICAM in Wonderland” edition will be the
garments designed by Gianluca Alibrando, shoes produced by Les Petits Joueurs and the bags created by Benedetta Bruzziches.