Fornarina
Fornarina
 

09 Mar. 2010

MICAM ATTENDANCE RISES

The last edition of Micam Shoevent, the footwear show held on the Milan Rho-Pero exhibition grounds from Mar. 2-5, registered a small increase in visitors over its previous February edition. This year 36,623 visitors attended the show, with foreign visitors comprising 18,936 of the total and Italian attendees comprising 17,687. Most foreigners were Spanish, French and German, but there were also visitors from Russia, Japan and US once again.

The show, occupying over 70,000 sq. meters, presented F/W 10-11 collections from 1,597 exhibitors, with 591 of them from abroad.

“We are satisfied with the result of Micam Shoevent,” said Vito Artioli, President of ANCI, the Italian association of footwear manufacturers. “I think that we can interpret this as one of the much awaited signs of recovery. It is not simply for the positive attendance figures but especially because exhibitors registered significant commercial activities.”

Technology is a major feature of footwear for the F/W 10-11 season. For instance, Pirelli PZero presented its new rubberized leather sneaker made with a special leather that is elastic and highly resistant, thanks to a special oil-free, rubber coating. The eco-minded El Naturalista brand presented its Green Water shoe in styles enhanced with a Gore-Tex membrane. Thanks to the new application, these super lightweight shoes are totally waterproof yet breathable.

Boots will continue to be hot in several varieties, such as with ankle or knee-length knitwear. Voile Blanche added contrasting jacquard knitted trims while Fornarina opted for plain color ribbed knitwear cuffs, trims and leg warmers. It also presented tube-shaped boots made in rip-stop nylon – either in plain colors or in color combinations such as soft pink, blue, gray and gold or silver sequins.

Platform soles also invaded the trade show. Scholl’s Contemporary and Scholl’s Fashion, two fashion-minded shoe collections designed by Alberto Del Biondi and Diego Dolcini, respectively, for the popular shoe brand, focused on a series of comfortable arch support sole with fashionable uppers and boots; there were redesigned versions of the brand’s Pescura sandal’s buckle. The Baldinini brand also has reinvented the galosh into platform and high-heeled shoes, ankle- or mid-calf- length boots in clear and opaque varieties at times decorated with rhinestones.

Rubber boots continue to be hot in various prints and colors as well as in knee-length or ankle-length versions a la Beatles (Fornarina, Colors of California), completed by studded belts (Ash), yellow contrasting soles and water-protective ribbed cuffs around the knee, as presented by Japan’s Amaort. Its rubber boot, a traditional must-have for Japanese rice-pickers, is set to become an obsession for fashion addicts next winter.

High-heels pumps too will be another must-have for fashionista wardrobes next season. Fornarina offered several variations made a platform “island sole” and uppers made from colorful geometric leather patchwork, studded denim or lurex gray jersey.

Vintage-aged leather shoe brands such as Moma and Bait, dirty style sneakers such as Walter van Beirendonck’s W6Y2 and old-style laced-up boots (Effegi’s Freemood and Voile Blanche) will also be bestsellers next season. Fornarina’s new sneaker is a futuristic wedge-heeled style with ribbed super light EVA soles and uppers made with suede and nylon inserts.

At Micam Fiorucci and the sneaker brand Superga announced a new collaboration set to roll out in the fall in Southern Europe and Benelux countries and, from S/S 11, in German-speaking countries.

—Maria Cristina Pavarini

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