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26.07.2017 | Лидия Соколова

the MICAM84: novelties of the September exhibition

Preparations for the 84th international shoe Exhibition are in full swing the MICAM, which will be held at the exhibition center Fiera Milano Rho (Fiera Milano Rho) from 17 to 20 September. Visitors to the exhibition will find a lot of new products and surprises, which was a logical continuation of the systematic work of the organizers of the exhibition and the Italian shoe association Assocalzaturifici, which in February last year marked the beginning of a new development strategy in synergy with Haute Couture Week in Milan. This year, for the first time in history, the last day of the exhibition coincides with this key event of the fashion world.

 

The unification of fashion shows and professional exhibitions in Milan is the result of an ambitious project, the fruit of the joint work of all players in the Italian fashion industry with the support of government organizations. The goal of the program is to implement a strategy that will make Milan a real symbol of Made in Italy.

 

 

Even major brands unite to support Italian production. Their participation in the section of the exhibition Fashion Square was confirmed by Fendi, Salvatore Ferragamo, Gucci, Prada and Tod’s, joined by the world-famous brands – Giorgio Armani, Jimmy Choo, Sergio Rossi and Ermenegildo Zegna.

 

The exhibition program includes the continuation of the world tour of the works of the great Dante «Divine Comedy»ndash; the theme chosen by Assocalzaturifici to launch a new image campaign of the international shoe exhibition. Each new issue is dedicated to one of the deadly sins. After «Voluptuousness» in September on the MICAM bet on «Seduction»  a story about the beauty and quality of handmade Italian shoes.

 

The exhibition program also includes screenings, seminars and presentations curated by WGSN. On the central square of the exhibition MICAM Square, in Pavilion 7, a gala party will be held on September 17. The special guest of the evening will be Bob Sinclair (Bob Sinclar).

 

In addition, from September 15 to 30 in the space Borgonuovo exhibition the MICAM will present a special photo exhibition by Giovanni Gastel (Giovanni Gastel), the theme of which is "Analogies". The famous photographer will combine in his works shoes made in Italy from the expositions presented at the exhibition with unexpected details that unite the composition.

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