MICAM Milano Launches “SHOES FIRST”
Footwear at the Center of Cultural Transformation, Reinforcing Its Role as the International Meeting Point for Companies, Buyers, and Industry Innovators
Milan, 8 January 2025 – Footwear has progressively evolved beyond its traditional role as a mere garment, taking on a central position within the fashion system and establishing itself as a true expression of identity, culture, and design.
In recent years, shoes have emerged as powerful tools of personal expression, symbols of belonging, design objects, and vehicles for innovation, contributing to the development of new aesthetic and cultural languages on a global scale.
Against this backdrop, MICAM Milano presents “SHOES FIRST”, its new international communication campaign created to accompany the upcoming edition of the event, scheduled from September 13–15, 2026, while also looking ahead to future editions taking place from February 21–23, 2027, and September 12–14, 2027.
“SHOES FIRST” is more than a slogan; it encapsulates a transformation that has redefined the value and significance of footwear in contemporary life. The shoe has evolved from being the starting point of the creative process to becoming a lens through which individual style is interpreted and expressed.
In this context, MICAM Milano further strengthens its position as the leading international platform for the entire footwear supply chain—a unique meeting place where creativity, manufacturing excellence, technological innovation, sustainability, and business development converge.
The event continues to foster meaningful relationships and create tangible opportunities for companies and industry professionals worldwide.
“Shoes represent much more than an aesthetic choice: they embody stories, territories, craftsmanship, expertise, and a capacity for innovation,” says Giovanna Ceolini, President of MICAM. “With ‘SHOES FIRST,’ we aim to interpret and communicate a transformation that involves the entire industry, while highlighting a supply chain that continues to stand out for its quality, creativity, and vision.”
Giorgio Possagno, General Director of Assocalzaturifici and CEO of MICAM, adds: “Today, footwear is one of the most influential products in shaping consumer preferences and contemporary cultural narratives. Through ‘SHOES FIRST,’ we intend to further strengthen MICAM’s positioning as the international hub for all companies operating within the sector—a place where innovation and market opportunities come together to generate value and drive growth.”
The campaign will be rolled out through a comprehensive communication plan encompassing digital, social media, editorial, and trade fair activities, supporting MICAM’s continued growth as the global benchmark for both footwear culture and business.
Credits
Agency: George – Kill Your Dragons
Creative Direction: Riccardo Ciunci – Ritz Colombo
Strategic Direction & Client Management: Federico Demartini
Art Direction: Eleonora D’Agaro
Project Management: Daniela Boniardi
3D & Post-Production: Luca Petrillo
Don’t miss MICAM Milano from 13 to 15 September 2026 at Fiera Milano.