Last week in Shanghai, the word “fashion” was trending hotter than ever. From March 18th to 20th, MICAM was held in the new Hongqiao National Exhibition and Convention Center in Shanghai. It ran concurrently with Intertextile Shanghai and CHIC. MICAM is a leading international footwear fair, and it is held every year in both Milan, Italy and Shanghai, China. It provides an ideal platform for all professionals from shoes and fashion industries to showcase their products and network with one another.
During this year’s MICAM Shanghai 2015, iQubator Fashion represented British Footwear Association. BFA has been committed to promoting British talent and skills within the footwear industry for over a century. It currently represents over 100 key footwear companies that employ over 9000 people. This time during MICAM in Shanghai, iQubator teamed up with BFA and represented four brands: Base London, French Sole, Morena Morena, and Estate.
The day before the exhibition started, iQubator arrived at the exhibition center and helped setting up for three brands. Next day all the empty booths from previous day were all decorated with these brilliant designs and came alive. During the exhibition, there were visitors from all over the world. Many Chinese locals came to check out the designs.
Most of the brands at the MICAM exhibition are from Europe, and these brands’ designs not only are highly influenced by its original European style, but also have a shot of Asian flavor to them. These brands carefully selected the styles that they bring across the globe to showcase to Chinese consumers, and the exhibition itself had a great turnout. The crowd that visited included consumers, designers, distributors, agencies and more. There were over 100,000 people attending the event including visitors and exhibitors. The large number just goes to show how China, and Shanghai is becoming the next fashion hub of the world.
iQubator got to meet many brilliant designers from not only Europe but also across Asia, including many Chinese local designers. In the CHIC fair, there were several fashion shows going on. The audiences got to witness the designs come to life first hand, and many were extremely impressed. The interactive fashion shows generated even more buzz for the exhibition. iQubator staff was busy taking notes, but didn’t forget to capture some photographs. For more photos from the exhibition, head to our Facebook page to check them out: https://www.facebook.com/iQubator?ref=aymt_homepage_panel