There was something afoot in the halls of the recent edition of Italian footwear tradeshow Micam this week.
While the show offered very little in terms of new trends overall – most brands displayed updates of best sellers from last season – there was one notable look which, come next autumn season, might be on everyone’s feet.
The success of injection moulded rubber footwear brands such as Melissa, JuJu, Mock & Sons and Swims appears to be moving it into the mainstream.
In the space of 10 minutes I saw three brands launching at Micam, each offering their own take on this style.
Tootsy was one such brand, focusing solely on ballet pumps. This was one style that caught my eye as it was both practical - at last a solution to the flimsy material often used for pumps - and attractive.
But while rubber shoes have their obvious benefits when dodging puddles, I am not sure how popular the trend will actually be.
This time last year as I walked the footwear halls at Micam, every man and his dog were showing their take on the hidden wedge trainer. Fast foward 12 months and they were nowhere to be seen.
Jelly shoes had a very brief moment in the sun back in the mid-1990s. They didn’t last then and it’s hard to imagine why they might last longer now.
Consumers voted with their feet before and perhaps they will again.