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).

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.

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 e-commerce, 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 e-commerce 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.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (HU)