MICAM’s #micamtales is a collection of classic fairy tales revisited with an ironic contemporary twist. The concept, which inspired the communication campaigns of MICAM Milano and all communication activities relating to the exhibition between February 2020 and February 2023, framed the many stories told by the exhibitors with their collections, using an original approach to tell the story of the fabulous world of footwear, with all its passion, creativity and innovation.
On the basis of the #micamtales concept, MM Company x Laureri Associates came up with an ironic storytelling campaign inspired by 3 iconic fairy tales – MICAM in Wonderland, MICAM Glass Slipper and MICAM of OZ – all featuring female characters and ‘fairy-tale’ shoes. The stories – complemented by a selection of clothes and accessories chosen by the most promising fashion talents – provided the inspiration for the campaign photos, a series of short movies, special installations and live experiences taking trade fair visitors right into the fairy tales.
MICAM in Wonderland
On a quiet summer afternoon, the protagonist of MICAM in Wonderland finds herself catapulted into a room where some very bizarre things happen: a bottle labelled ‘Drink me’ makes her grow while some ‘Eat me’ biscuits make her shrink. Once she gets out, the adventure shifts to a lush enchanted garden, where everything is ready for the heroine’s ‘unbirthday’ party. A long table is festively set, but the only guest at the party appears to be the White Rabbit. Not all is lost: a series of amusing events ensue, including a whispered exchange of confidences between the two unlikely friends, a surreal tango and a bizarre attempt to paint white roses red.
CREDIT
Tale 1 chapter 1
creative direction & production MM Company x Laureri Associates – Art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Daniele Scarpa – creative assistants Giulia Argenti, Paolo Bona, Josephine Oppimitti, Elena Pallavera, Maria Valerio – starring Lili Geddie – hair/make up Giulia Marzo – styling Irene Barra – 1st A.D. Matteo Urbinati – 1st assistant Mauro Enni – 1st assistant Francesco Bartolot – music Pavel Yudin – dress Gianluca Alibrando – shoes Les Petits Joueurs – bag Benedetta Bruzziches
Tale 1 chapter 2
creative direction & production MM Company x Laureri Associates – Art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Daniele Scarpa – creative assistants Giulia Argenti, Paolo Bona, Josephine Oppimitti, Elena Pallavera, Maria Valerio – starring Lili Geddie – hair/make up Giulia Marzo – styling Irene Barra – 1st A.D. Matteo Urbinati – 1st assistant Mauro Enni – 1st assistant Francesco Bartolot – music Pavel Yudin – dress Gianluca Alibrando – shoes Les Petits Joueurs – bag Benedetta Bruzziches
AWARDS
MICAM Glass Slipper
In a charming country mansion, a “glamorous disaster “is about to unfold: the protagonist of MICAM Glass Slipper attempts, in vain, to create her own fairy-tale look so that she can go to the ball she has been invited to. In the end, all she can do is … throw everything out the window! Just when all seems lost, she falls under a glamorous magic spell: attracted by a strange beam of light, the girl goes into the garden of her mansion where, by magic, she is given a new party look – and, above all, a pair of beautiful glass slippers studded with sparkling diamonds. The white horses are ready, and the ball is about to begin.
At the top of the palace steps, our heroine enters a majestic ballroom, where she finally meets her Prince. But their romantic solitary dance is interrupted by the tolling of a clock at midnight, forcing her to flee before the spell wears off, losing a slipper on her way. The end is left hanging, sending guests back to the fair, where an engaging live experience will provide the story with a happy ending.
CREDIT
Tale 2 chapter 1
creative direction & production MM Company x Laureri Associates – Art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Daniele Scarpa – creative assistants Giulia Argenti, Paolo Bona, Josephine Oppimitti, Anna De Santis, Maria Valerio – starring Angelika Cierpucha @WAVE Management – hair/make up Giulia Marzo – styling LCstyling di Lucio Colapietro – DOP Alessio Cusano – location Francesca Semprini Locations – clothes, shoes, accessories & jewels – Sara Wong, MonRoi Roma, 19:13 DRESSCODE, Avaro Figlio, Antonio corposanto, Rami Kadi, Renato Balestra, Oteri, MonRoi Roma, Antonio corposanto, A.Bocca, Le Saunda, Halite, Salar Milano, Benedetta Bruzziches, Sharra Pagano.
Tale 2 chapter 2
creative direction & production MM Company x Laureri Associates – Art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Daniele Scarpa – creative assistants Giulia Argenti, Paolo Bona, Josephine Oppimitti, Anna De Santis, Maria Valerio – starring Angelika Cierpucha @WAVE Management – hair/make up Giulia Marzo – styling LCstyling di Lucio Colapietro – DOP Alessio Cusano – location Francesca Semprini Locations – clothes &shoes – Sara Wong, MonRoi Roma (look 1) House of Mua Mua, MICAM custom made shoes (look 2) Accessories & jewels: Benedetta Bruzziches, Sharra Pagano.
Tale 2 chapter 3
creative direction & production MM Company x Laureri Associates – Art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Daniele Scarpa – creative assistants Giulia Argenti, Paolo Bona, Josephine Oppimitti, Anna De Santis, Maria Valerio – starring Angelika Cierpucha @WAVE Management & Erlom Castro @Sophie Models – hair/make up Giulia Marzo – styling LCstyling di Lucio Colapietro – DOP Alessio Cusano – location Francesca Semprini Locations – Clothes, shoes, accessories & jewels: GIRL: House of Mua Mua, MICAM custom made shoes, Benedetta Bruzziches, Sharra Pagano; MAN: YEZAEL by Angelo Cruciani
AWARDS
MICAM of OZ
While searching for her small dog who had got lost in a field of red poppies, the protagonist of MICAM of OZ comes across a couple of strange tin objects: an oil can and a hat… With the aid of a super-trendy scarecrow, she manages to find their owner and they set off together on a new adventure towards the Emerald Castle. To reach it, they have to travel along the Emerald Road, a metaphor for the path to corporate social responsibility that every company needs to embark on in a determined and ethical manner
CREDIT
Tale 3
creative direction & production MM Company x Laureri Associates – art direction Marco Magalini & Manuel Barbieri – photography Fabrizio Scarpa – short film Giuseppe Cardaci – creative assistants Giulia Argenti, Paolo Bona, Luciano Francescon, Gabriele Mustacchio, Josephine Oppimitti, Maria Valerio – starring Anastasia Righi & Mikhail Tcinchenko @Sophie Models – hair/make up Giulia Marzo – styling Nicola Pantano – styling assistant Noemi Baris – DOP Lorenzo Zanoni – 1st A.C. Aldo Kashami – keygrip Carlo Umberto Santagostino – photo light master Vittorio Caccavallo – photo digital assistant Jacopo Marchio – vfx Niccolò Valentino – music Luca Stasi – location Nonsololoft – clothes, shoes & accessories: GIRL: act n.1 (dress), A. Bocca (shoes), Hagalìte (bag); SCARECROW: Reamerei (clothes), Mattia Capezzani (shoes), Montegallo Alice Catena (accessories); TIN MAN: Macrajak by Giacomo Nasi (clothes), Marsèll (shoes)
“SCARPE da favola”: Micam Tales in un libro
“SCARPE da favola”: Micam Tales in un libro
This book develops the project further, with a re-interpretation of the fairy tales by writer Lucia del Pasqua and illustrator La Fille Bertha. The duo took their cue from the MICAM communication campaigns to enrich the narrative with new developments and imaginative details, adding new lustre to the shoes and making the heroines of the stories into true models of contemporary women: writer and activist Luce, digital entrepreneur Gloria, and Verdèlia, an idealistic shopkeeper. This wide-ranging communication project combats stereotyping of all kinds with the aim of inspiring new generations of footwear entrepreneurs and businesswomen, whose acumen, fortitude and ironic touch will help them make their dreams come true.
Creative direction & graphic design: MM Company x Laureri Associates
Accounting: Riccardo R.C. Laureri
Art direction: Marco Magalini & Manuel Barbieri
Preface: Lorenzo Cantoni
Texts: Lucia del Pasqua
Illustrations: La Fille Bertha
Tranlations: INTERLINGUÆ
Print: Grafiche Antiga spa with vegetables ink
Paper: Fedrigoni recycled papers
(Woodstock Fsc, Arena Bulk FSC, Freelife Kendo FSC, Symbol Freelife satin FSC)
