MICAM MILANO

MICAM Milano, the world’s leading international footwear trade fair, will be back in person with the S/S 2023 collections this September. “Glamorous Ball,” the last chapter of MICAM’s fairytale advertising campaign, will be presented at the event. The fairytale has already taken visitors into the home of the young girl, who, following a disastrous attempt to create her glamorous look for the ball, is “saved” by a magic spell that dresses her up in her dream look and a pair of sparkling, diamond-studded glass slippers (made exclusively for MICAM). The third chapter takes the story into a majestic ballroom, where the princess finally meets her prince. At midnight she runs away, afraid her look will disappear. The tale ends on a suspenseful note, inviting visitors to the physical trade fair, where the story will continue in an exciting live experience. The campaign has become a true event for visitors over the years.

September 18 – 20, 2022 Fiera Milano (Rho), Milan, Italy milano.themicam.com