IFEMA - Feria de Madrid

From 6th to 11th July, the great catwalk of Spanish fashion, organized by IFEMA, celebrates its second edition of the year. New dates, two months before the normal ones, allowing the opening of the calendar of international fashion shows, like in January and reinforcing the internationalization of the event

On 6th July, the fashion shows and presentations will take place in different parts of the city. From the 7th until the 11th of July, the fashion shows will take place in Pavilion 14.1 at IFEMA-Feria de Madrid. There will also be presentations to complete each day at other locations.

New this year, on Saturday, 7th July , the Samsung EGO fashion shows will open the catwalk calendar in pavilion 14.1 of IFEMA, giving way from Sunday 8th July to the programme of established designers

In this edition, the catwalk goes one step further in its commitment to Sustainability. The designer Juanjo Oliva, through his brand Oliva will present on the catwalk Ecofashion Project by Ecoembes, a collection made with fabrics made from recycled materials, mainly plastic bottles (PET)

With the design and creation of Fashion with a Spanish accent as protagonists, from 6th to 11th July the 68th edition of Mercedes-Benz Fashion Week Madrid will take place, the great platform for the promotion of Spanish fashion, to be held at IFEMA-Feria de Madrid and other places in the city.

The programme for this edition will bring together the presentations and shows of 47 leading creators and Spanish brands. It will start on 6th July with events in different parts of the city, and from 7th until Wednesday 11th July, will take place in pavilion 14.1 of IFEMA-Feria de Madrid, most of the days ending with shows in other locations, with direct invitation from the designers and brands, as was done in the last events. On the 6th the presentations of collections in different parts of Madrid, by direct invitation of each brand will be in the hands of the creators Pilar Dalbat, Oteyza, Schlesser -with Rabaneda as new creative director- and Shoop.

Also, on the 6th of June the third edition of UNDRESS by Desigual will be held. A meeting place to share key themes about 21st century Spanish fashion . This time, located in Medialab Prado (C/Alameda, 15), it will delve into how the freedom of aesthetic expression of the new generations - which is born on the street - is influencing the fashion industry. Additionally, and as a second theme of the day, we will work around the revitalization of fashion jobs thanks to its effort to adapt to current demand and the revalorization of crafts. In a shared format between round tables and workshops, you can discuss these issues, as well as see on site and learn about the work of various artisan professionals.

With the celebration of all these manifestations around design and new tendencies in various parts of Madrid, MBFWMadrid favours the extension of Fashion and its different manifestations throughout the city, as often happens in other big capitals during their fashion weeks. In order to carry out these activities, the support given by institutions such as the Community of Madrid and the City Council, through different initiatives, as well as ACME, through its Madrid es Moda programme, is fundamental.

The Community of Madrid contributes, once again, to the dissemination of design and the creation of Fashion during the celebration of this call for MBFWMadrid, supporting on this occasion two designers, Juan Vidal and Duarte, who will exhibit their creations in the Real Casa de Correos (Royal House of the Post Office) in Puerta del Sol, headquarters of the Community of Madrid, on the afternoon of 11th July.

What's more, as part of its Madrid Capital de Moda [Madrid, Capital of Fashion] (MCDM) programme, Madrid City Council is directly promoting and supporting a series of fashion-related activities at different venues in Madrid. Thus, on the one hand, the Council has installed a screen in Plaza Margaret Thatcher, at the corner with Paseo de la Castellana, where you will be able to watch live the 68th edition of MBFWMadrid, which will take place at Feria de Madrid, as well as receive information on other fashion projects. In addition, a new free bus service will be available to visitors of MBFWMadrid, which will connect, every day, IFEMA with Plaza de Colón, at the end of each day.

In search of greater business international projection
In its second edition of the year, the MBFWMadrid catwalk announces new dates and brings forward its days of celebration by two months, to open the calendar of the great international fashion shows, as in its previous call last January. In this way, the event advances in the internationalization of the catwalk, one of its priority objectives, and avoids it overlapping with other catwalks, achieving the interest of a greater number of buyers and foreign press. Specifically, in this edition the catwalk will be attended by around 40 buyers and press representatives from Europe, America, Asia and the Emirates, invited by MBFWMadrid.

Precisely with the aim of facilitating to the participating designers the establishment of commercial relations with the national and international buyers attending, MBFWMadrid opens in this edition a new room for buyers in the Cyberspace, where the collections of the participating designers will be gathered so that they can be seen by professionals. In addition, this space will also be a meeting point and resting place for buyers invited by the organization.

The Samsung EGO shows, on Saturday
New this year, the Samsung EGO fashion shows will open the calendar of this edition of the catwalk in pavilion 14.1 of IFEMA, with the shows of an interesting cast of young creators who will bring their new vision on fashion. Its innovative creations will give way, from Sunday 8th July and until 11th July, to the programme of shows of established designers, which will include, as usual, the big names in Spanish fashion. Agatha Ruiz de la Prada will be responsible for opening the general programme of established designers, with the presentation of their Spring-Summer 2019 collection, on Sunday at 11:00.

Among the novelties of the established calendar of this call, the première of La Condesa is particularly interesting with a show in pavilion 14.1; the return of Roberto Torretta and Menchén Tomás; the show of Pedro del Hierro at IFEMA; the show of Palomo Spain after recently receiving the VOGUE award Who's on Next 2018; the first catwalk presentation of Miguel Marinero's summer textile collection, and the Duarte and Juan Vidal fashion shows at the headquarters of the Community of Madrid. Dolores Cortés, on the other hand, will present her swimwear proposals, as is usual in all summer collections events.

The unique scenarios chosen by some designers for the shows outside of IFEMA-Feria de Madrid deserve a special mention, such as the Royal Botanical Garden chosen by Schlesser; the Arab house, by Pilar Dalbat; Matadero Madrid, by Oteyza; the gymnasium of Mercado de las Ventas, by Shoop; the Museum of Natural Sciences, by Palomo Spain, and the Caleido tower - best known as the fifth tower north of la Castellana -, by Maria Ke Fisherman, among others.

Likewise, MBFWMadrid will have an interesting off programme, which includes, among others, the young designer of menswear, Carlota Barrera; #XRModa exhibition, virtual reality on the catwalks, organized by the British Council and Fundación Telefónica Madrid and the pop-up cooking fashion. Also included in the off of this edition, the talk that will be given by the prestigious journalist Jessica Michault, aimed at the designers participating in the catwalk, on the importance of digitalization in fashion to strengthen the business and the internationalization of its brands, which will take place at the Only You Atocha hotel, one of the official hotels of this event.

Samsung EGO, with the new generation of designers
Samsung EGO will open at this edition the calendar of shows in pavilion 14.1 of IFEMA-Feria de Madrid, with the amazing proposals of nine 9 young creators. One of them, Constanza + Lab, winning emerging firm of the tenth edition of the Samung EGO Innovation Project competition, will be responsible for starting the shows programme on 7th July, with its project that merges fashion and technology in some of its creative phases. The show of Adam Kost, international designer of Mercedes-Benz Prague Fashion Week will close the Samsung EGO calendar of this edition, within the framework of the Mercedes-Benz Fashion Talent prize.

Of the seven designers with a show at this edition of Samsung EGO, three are doing it for the first time - Zap_Buj, Dominnico and Andres Zurru - and there are four repeat visits - Outsiders Division, Jessica Conzen, Euphemio Fernandez and Christian Simmon.

In addition, 15 young creators will present their collections in the Showroom of Samsung EGO, in the Cyberspace of MBFWMadrid, with direct sales to the visiting public.

MBFWMadrid and its commitment to sustainability
In this edition, MBFWMadrid goes one step further in its commitment to Fashion with Sustainability, presenting with the collaboration of its environmental sponsor Ecoembes
its first show made within the parameters of the circular economy, by the designer Juanjo Oliva. The designer, under his Oliva brand, will show the Ecofashion Project by Ecoembes collection on the catwalk, made with fabrics made from recycled materials, mainly plastic bottles (PET).

On the day before the start of this edition of MBFWMadrid, the second edition of the Innovation Fashion Forum will be held, organized by Modaes.es and promoted by IFEMA, through its Momad and Mercedes-Benz Fashion Week events
Madrid. Under the title (Re) Thinking fashion: think differently, do it differently , the meeting will bring together leading executives and experts in the fashion and technology business,
who will analyze the keys of the sector, immersed at the moment in a deep technological transformation, and they will pose the new paradigms, through debates and conferences on innovation in the fashion sector.

Awards for the best Spanish Fashion
As usual, MBFWMadrid will again be, in its July 2018 edition, the framework chosen by major brands such as Mercedes-Benz, L'Oréal Paris and Samsung to reward the new and great values of Spanish fashion. Sponsored by L’Oréal Paris, there will be awards for the best established designer, the best model, as well as the Best Beauty Look. For its part, Mercedes-Benz will choose the most prominent emerging designer with the Mercedes-Benz Fashion Talent award, and Samsung will present the winning project of the tenth edition of the Samsung EGO Innovation Project on the catwalk, opening the Samsung EGO young designers event.

“Maestros de la Costura” ("Masters of Sewing") is looking for participants in MBFWMadrid
During MBFWMadrid July'18, the casting team of "Maestros de la Costura" ("Masters of Sewing"), the tailoring and fashion talent show of Televisión Española, will look for possible contestants for its new edition. The programme will have its own stand in the Cyberspace where its editors will act as 'talent hunters' and will give the opportunity to potential candidates to participate in the casting and thus have a chance to compete in the spot.

Sponsorship
Once again, the next edition of MBFWMadrid will receive vital support from the sponsoring brands. A total of 20 brands have confirmed their attendance at the event. Mercedes-Benz, L’Oréal Paris and Inditex are the main sponsors; Samsung, Iberia, Font Vella, Cîroc, Royal Bliss, sponsors; Facebook/Instagram, Dyson, Only YOU Hotels, IED Madrid, and ESNE, collaborators and Ecoembes as the environmental collaborator for the event. Likewise, Bestway, ESDEN, IED, Lord Wilmore, Anaconda and Xyon Revolution will all be present, the latter providing the shoes for the catwalk hosts and hostesses and the brand of handbags made in Spain Blover - which has exclusively created a leather design that will be worn by the staff and hostesses of MBFWMadrid.

Furthermore, the Fashion TV channel will be this edition's official international television channel.