Project
MICAM Milano promotes the second edition of the EMERGING DESIGNERS project, the event area dedicated to 12 international shoe designers, selected through an innovative concept realized in collaboration with Honegger agency. A panel of fashion and communication experts, presided over by designer Ernesto Esposito, has been formed to assess the applications of qualified international designers. The other jurors for the 2019 contest are: Francesco Casarotto (Fashion Stylist),
Nunzia Garoffolo (Blog Editor and lecturer at the Naples Fashion Design Academy), Sergio Goglia (Photographer), Sabrina Perazzolo (Fashion/Product manager Women’s Shoes) and Sabrina Scarpellini (Co-Founder and CEO of the Massimo Bonini Showroom). The panel was asked to express views, each on the basis of their own work experience, revealing an awareness of how the world of fashion and communication is changing and thus enabling them to make a marked contribution to the selection of the 12 designers to present at the fair.
Paolo Borghini
Micam Director
“We believe that the new generations are extremely important: they represent the future of the footwear industry, a sector where tradition certainly plays a vital role but in which innovation and research are equally important. The Emerging Designers area has by now become a ‘must’ for our trade fair. International visitors consider MICAM to be the world’s leading trade-fair, where they can not only finalize orders for the coming seasons but also be brought up-to-date on the trends which will influence consumption on the various markets”.
Contest
Fashion Show SS 2020
Fashion Show FW 2019-20
Fashion Disruption
Social media are offering multiple chances of success for a new generation of “challengers” in the fashion industry, a sector in which the well-known brands have risen to fame through major investment in the classic media. To compete and be relevant among today’s demanding young consumers, the well-known brands are now imitating this dynamic, renewing their image and the range they offer the market.
MICAM take on this phenomenon by bringing together the 12 emerging designers selected for 2019 and 12 influencers, who represent the star products in the new collections on Instagram during the September event. This media project is conducted in partnership with Alessandra Ianzito’s public relations agency, which matched the influencers with the emerging designers.
MICAM take on this phenomenon by bringing together the 12 emerging designers selected for 2019 and 12 influencers, who represent the star products in the new collections on Instagram during the September event. This media project is conducted in partnership with Alessandra Ianzito’s public relations agency, which matched the influencers with the emerging designers.
Design Concept
Fabric hanging structures.
Like the stage in an Italian theatre, 12 imaginary rooms are joined by a single central aisle to create the effect of a series of stage wings, of accelerated perspective. The succession of different planes enables the spectator to constantly change his/her perspective as he/she wanders freely through the area, catching sight of something new at every turn.
Gauze fabrics, tulle netting and the shiny surfaces of the display stands: an infinite variety of shades of white which overlap to create a tantalizing now-you-see-it-now-you-don’t effect. An airy, ethereal setting, which leaves ample room for the designers of the future and for their creations.
