Welcome to Cibelespacio

Thursday 14 to Sunday 17 September

In this September edition, the Mercedes-Benz stand will be transformed into an unknown planet with the new Project Mondo G as the main protagonist. A work of art on wheels, the result of a collaboration between the automotive brand and the fashion firm Moncler, with which to pose in this futuristic and spatial universe. But not only that, during the four days of the event, the Mercedes-Benz space will once again be the meeting place for fashion lovers, where they can watch all the MBFWMadrid fashion shows live on the big screen or have a personalised coffee in the Mercedes-Benz Café.

Friday 15th September

Time: 16.45h to 17.15h

"Telling stories through fashion" with Abraham Gutiérrez

Moderated by journalist María José Pérez

Is fashion more than just pretty clothes, and can it tell stories through fashion? Art director and stylist Abraham Gutiérrez invites you to get to know all the ins and outs of his profession and, of course, the inspiring world of fashion. From how a photo shoot is organised and how a fashion editorial is conceptualised, to how to create a look for celebrities such as Paula Echevarría and how to grab all the attention wherever she goes.

Saturday 16th September

Time: 13.00h a 13.45h

She's Mercedes Fashion Talk with Maite Casademunt, Creative Director of LOLA CASADEMUNT

Moderated by journalist María José Pérez

On Saturday a new edition of She's Mercedes Talk will take place, where women are always the real protagonists. An inspiring meeting with Maite Casademunt, Creative Director of the fashion brand LOLA CASADEMUNT, who will tell the success story behind this brand founded by her mother in 1981. How did a project that began designing hair accessories in the basement of her house in Cardedeu (Barcelona) end up becoming the leading company it is today? The perfect combination of heritage and innovation to dress today's cosmopolitan woman: unstoppable, authentic and vital.

During MBFWMadrid, MÓ, the exclusive brand of Multiópticas, will have an experiential stand where the Mó X Avellaneda capsule collection will be presented and available for sale. Inspired by the success of the previous collection, the new proposal combines the well-known bamboo details, which accentuate the brand's unique identity, with a renewed and sophisticated approach. This time, the collection marks a fusion of design, style and creativity, creating a unique and captivating collection of eyewear that sets the tone for new trends. Throughout the days of MBFWMadrid at the Mó de Multiópticas stand you will be able to find the following experiences:

Thursday 14th

On Thursday you will be able to personalise your horoscope with the artist @carlotydes. We will have the designer Juan Avellaneda who will tell us more about the new collection he has designed for Mó. At midday and at the end of the day you can relax at Club Mó.

Friday 15th

In the morning you will be able to personalize your horoscope and we will have the second Fashion Talk of the week with Juan Avellaneda. Don't miss his talk about fashion in Tik Tok! At midday and at the end of the day, Club Mó will reopen. In the afternoon, we will have the live performance of the artist Clara Muñiz.

Saturday 16th

We will have horoscope personalisation in the morning and Club Mó will be available. In the afternoon we will have the performance of violinist Necko Vidal, Juan Avellaneda will talk about what it is like to work in fashion and we will finish with a break at Club Mó.

Sunday 17th

We will have the last talk with Avellaneda, where he will tell us more about how others see us according to our style. We will also activate Club Mó at midday and at the end of the day.

During Mercedes-Benz Fashion Week Madrid, the AEG stand will become a meeting place for fashion-lovers who want to learn more about fashion and discover the best way to take care of their clothes and the planet. The German brand will present on the Madrid catwalk The new era of washing, the movement that encourages Spaniards to revolutionise the way we do our laundry. It will also present its latest innovations in top-of-the-range domestic appliances that will help us all to build a better future.

From Thursday 14th to Sunday 17th:

NEWS - Those who visit the AEG stand will be able to join the New Era of Washing movement, interactively delving into the sustainable washing habits recommended by the brand through a series of simple tips. They will also learn first-hand about its latest launches: the EcoLine range, a selection of AEG's most efficient models for saving resources, and ProSteam technology, which makes use of steam to freshen clothes so that they suffer as little as possible. These new products clean clothes with maximum efficiency and care, helping us to extend the life of the garments, and they are also environmentally friendly.

Thursday 14 to Sunday 17:

GIVEAWAY AND PRIZES - Joining The new era of washing has a prize with AEG. On the one hand, by taking part in a quiz you will be entered into a prize draw to win a product from the washing range; on the other hand, if you take the interactive quizzes distributed around the stand to find out the tips of the movement, you will win great prizes such as a tote bag to keep you on trend this season.

From Thursday 14th to Sunday 17th:

INSTAPOINT - Don't miss the chance to pose in AEG's original instapoint for an unforgettable memory of your visit to the Madrid catwalk.

Friday 15th:

AEG TALK - On Friday 15, at 13:00, the brand's stand will host the AEG Talk "The new era of washing", aimed at presenting the new movement promoted by the German brand. The meeting will be moderated by the entrepreneur and founder of (R)Forest Project, Fernando Ojeda, and will include the participation of the fashion designer Ynés Suelves, the general manager of Electrolux Iberia, Escarlata Loncán, and the product manager for washing and wellbeing at Electrolux Iberia, André Monteiro.

Once again, Iberia renews its support for Spanish fashion at MBFWM. The airline is once again opening the doors of its VIP lounge at MBFWM, a meeting point where designers, distributors, journalists and other players in the fashion industry will be able to meet.

During the 78th edition of the MBFWMadrid ghd, will have a great importance with backstage presence as official hairdressing tool where all models, celebrities and VIPs, will be able to wear #ghdlooks trendy.

Additionally ghd will have an exclusive and premium space in the Cibelespacio, where all visitors will be able to discover the latest ghd hair tools and its innovative launches in an exclusive and personalised way.

Come and see us and don't miss the opportunity to meet and get your perfect #ghdlook with the new ghd DUET STYLE, the first 2-1 hot air styler that dries and styles simultaneously. 

8 styling stations with the ghd styling team are waiting for you where they will advise you on the latest styling trends and the best styling tool for you.

Special guests, surprises and gifts await you with @ghdspain at #ghdxMBFWMadrid.

During the Spanish fashion week, L'Oréal Paris, the number 1 beauty brand in the world, which has innovative science in all its products and is committed to an empowered, independent, beautiful woman inside and out, works hand in hand with the great Spanish designers to create all the beauty trends for the upcoming Spring/Summer 2024 season. 

Trends Factory by L'Oréal Paris 
Social networks are one of the spaces of greatest creation of trends that move the world of beauty, with hashtags and challenges that generate millions of views. In this 78th edition of the Madrid fashion event, L'Oréal Paris will have a stand dedicated to these viral trends. 
Trends Factory by L'Oréal Paris will be a digital creation space, located in the Cibelespacio. In it, attendees will be able to recreate the most popular makeup trends of the moment, in which the eyes, lips and skin will be the protagonists. 
An action framed within the most important fashion event in Spain, which once again demonstrates the union of beauty and fashion, in the laboratory of the trends that we will see next season. 

Infallible Matte Resistance 
At the Cibelespacio stand, attendees will also be able to discover the new launch of L'Oréal Paris: Infallible Matte Resistance. A liquid lipstick that provides intense color in just one swipe and lasts up to 16 hours. The campaign for the new lipstick stars the brand's new ambassador, renowned international model Kendall Jenner. 

L'Oréal Paris Awards
Once again in this edition and after more than 20 years, L'Oréal Paris will present the L'Oréal Paris Award for Best Collection by a designer and the L'Oréal Paris Award for Best Model at Mercedes-Benz Fashion Week Madrid on September 16. Awards with which the brand recognizes the work behind each garment, each look, as well as the talent of all the teams.
In this way, it contributes to boosting the fashion and beauty industry in Spain.

In this edition of MBFWMadrid, Dorsia Clinics will be present with a fresh and fun stand. The common thread is 'The beauty of being free', a commitment to physical liberation and the courage to be oneself; values that are carried by flag and materialized in a striking stand with:

● Several photocalls full of color, textures and incredible lighting.
● A DJ area with live music.
● An interactive game with safe prizes for all the public.
● Several screens on which live fashion shows and videos about free and purposeful beauty will be projected.
● The sofa area to make the moment more enjoyable and comfortable.
● A wall to write handwritten messages and do interviews for their social networks.

In addition, this message will be accompanied by sister brand Origen Clinics, the largest network of clinics focused on emotional wellness in the country.

Which personalities will be present?
On Thursday 14, Marisa Jara, model, actress and brand ambassador.
On Friday 15, Raúl Ginés Sánchez, influencer and public figure.
On Saturday the 16th at noon, Henry Méndez, multi-platinum urban artist. And in the afternoon, Madame de Rosa, fashion influencer.

And for your social networks... Show your freest version!
The Dorsia Clinics team wants to challenge the public through challenging interviews; publish the most special outfits and let everyone express themselves through handwritten messages, among many other special moments that will be lived in this dream booth.

All this content will be published on their social networks through the hashtag #LiberaTuBelleza,
#DorsiaMBFW2023 and #ClínicasDorsia.
 

During MBFWMadrid, the Allianz EGO Showroom will showcase the work of 15 new talents in national fashion. Attendees of this space for creation and self-expression can also enhance their experience by participating in various activities that allow them to unleash their creativity or delve into the world of fashion through different talks given by some of the industry's top professionals.

From Thursday, September 14th, to Sunday, September 17th

The Allianz EGO Showroom will exhibit the creations of the 15 emerging designers who aspire to the Allianz EGO Confidence in Fashion Award.

From Thursday, September 14th, to Sunday, September 17th

Instapoint – Take a grand selfie

From Thursday, September 14th, to Sunday, September 17th
MAXI TOTE BAG – Customize your own maxi bag to your liking when visiting the Allianz EGO Showroom

Thursday, September 14th, at 18:00

Allianz Talk: Leticia Díaz de La Morena, fashion photographer – A talk about her experience in fashion editorials and photographing the most relevant figures in the star system. The attending audience will also have the opportunity to learn how to replicate the magic of fashion portraits in their everyday images.

Friday, September 15th, at 13:00 and at 18:00

Airbrush Workshops: Boltad, designer from the Allianz EGO platform – Within the vast creative space of the Allianz EGO Showroom, there will be 2 customization workshops with airbrushing by designer Alberto Martín from Boltad. With a capacity for 16 people each, this technique will transform an XXL t-shirt into a must-have for any wardrobe: a cool and unique garment. Additionally, two personalized pieces from the brand will be raffled among all participants.

Saturday, September 16th, at 11:30

Allianz Talk: Saray Luis Martín, Make Every Garment Unique!

Do you know the concept of a Fashion Artist? We will define it in this talk by combining fashion and art through personal experience. During this talk, there will be a demonstration showing how to excel in the world of fashion by utilizing your own talent to live illustrate a vintage piece.

Saturday, September 16th, at 18:00

Allianz Talk: Erea Louro, fashion stylist and influencer – A talk about her experience as a stylist, an expert in fashion tips, and color consultations. This talk consists of 2 parts: The first part will cover learning to invest in quality clothing and experimenting with looks to get more out of your wardrobe. In the second part, there will be a practical session where a live color consultation will take place to help individuals discover the silhouettes and colors that suit them best.

During the four days of events there will be thematic workshops that will bring young people interested in fashion to understand what fashion is and what it means to study fashion in one of the most important fashion schools in the world. 
 
The workshops will take place several times a day, so you will surely have the opportunity to participate in the one you like the most. 
 
1. Fashion styling on mannequins

Using the mannequin and the available fabrics, you can experiment, create styles, and learn about the different types of styling. You can also create your own moodboard, which is the basis of every collection and shooting. 

During this activity you will be able to play with clothes, find an essence and style, define a style and establish the basis of a shooting.
 
2. Workshop on trends, fashion critique, fashion buying and retailing

Taking advantage of the fact that we are in the middle of Fashion Week all over the world, this activity will analyse the macro and micro trends that are being presented on the catwalks and will comment on the fashion shows from a critical perspective, but also from a commercial perspective. 

3. Workshop on brand identity, based on the Spanish and Italian brands.

This activity will focus on making future students understand the basics of fashion culture. In this case, the starting point will be the Italian and Spanish "brand". 

From it, they will understand the similarities and differences, how to know their own fashion culture, that of a country, or the history of a firm, and how this helps designers, fashion firms or Fashion Weeks themselves, to identify themselves, project themselves and build a future based on a past and a present. All this with clear examples of communication and marketing campaigns.

Kellogg's invites you to discover the #PlacerCrujiente of its new Special K granolas and delicious Extra granolas, where enjoyment and flavour merge. Enjoy the tasting and capture incredible moments on insta-point! Ready for a fashionable and delicious experience? 

The Junta de Castilla y León is a partner of the 78th edition of #MBFWMadrid. With this initiative they support designers based in the community and textile production. Different designers from Castilla y León will be exhibiting in the Cibelespacio.

Discover the most exclusive Malaga fashion at the stand of Málaga de Moda, the promotional brand of the Malaga Provincial Council.