Cibelespacio

MERCEDES-BENZ FASHION (ECO) CITY, A NEW, SUSTAINABLE CITY WHERE MOBILITY IS ELECTRIC AND FASHION FILLS THE STREET

Sustainability is one of the main challenges facing us in this new decade that has just begun. A philosophy of life that no longer has to be a mere utopia. That’s why Mercedes-Benz is focusing on sustainability at this Mercedes-Benz Fashion Week Madrid, to inspire everyone who attends to become more environmentally responsible and aware.

The premium car maker has reinterpreted the “fashion city” concept it first launched in July last year to create the Mercedes-Benz Fashion (Eco) City, a green, clean, futuristic city, where fashion, mobility and sustainability come together and show us that the future we want is within our grasp.

This space represents a new concept of the future with pure, minimalistic shapes that combine urban elements with natural vegetation. What’s more, the big screen will broadcast the shows from Mercedes Benz Fashion Week Madrid live, with highlights from other international fashion shows, so that visitors from Cibelespacio don’t miss a thing.

Add flowers to your look in Beauty Boom

Fashion fans are invited to visit the Mercedes-Benz beauty centre, Beauty Bloom, for a unique look designed exclusively by a make-up artist. They can put the finishing touch to their outfits with make-up that combines traditional techniques and fresh flowers, an emerging trend that has been blooming on catwalks around the world, adding freshness and colour.

To get a floral make-up session, upload one post or one Instagram Story with the hashtag #MBFashionCities.

Mercedes-Benz EQC, the star of the show

At an event where the spotlight is on sustainability, the absolute star of the show is none other than the Mercedes-Benz EQC, Mercedes-Benz’s first ever 100% electric vehicle. This electric SUV is a fusion of the latest technology and avant-garde, urban design and the brand's intrinsic sophistication.

An innovative model for hedonistic drivers that offers all the pleasure of a good drive while helping to make the world a better place.

Mercedes-Benz Fashion Talent

The last day of the event is devoted to new designers, and will culminate with the 15th Mercedes-Benz Fashion Talent event. This pioneering initiative, organised by Mercedes-Benz Spain, focuses on the hard work and innovative talent of new creators.

This time, an expert jury will choose the winning firm. The successful designer will have the opportunity to present his or her collection at Mercedes-Benz Fashion Week Tbilisi, an event on the international fashion circuit for emerging creative talent. On the same day, visitors will also see creations from the guest Georgian firm that will be in Madrid under a talent exchange programme sponsored by Mercedes-Benz Fashion Talent.

For more than 20 years, L’Oréal Paris has been supporting Spanish fashion as one of the main sponsors of Mercedes Benz Fashion Week Madrid.

This time, L’Oréal Paris will be in the Cibelespacio with a specially-designed stand. Visitors and guests are invited to explore the “Because we’re all worth it” universe, a public space which where the firm will pay homage to diversity: to all the women and men who inspire L’Oréal Paris, and to the attendees themselves.

As always, L’Oréal Paris will be back on the catwalk showing off its expertise, professionalism and enthusiasm, bringing fascinating beauty looks to life on the catwalks during every minute of Madrid Fashion Week.

Lastly, and with support from IFEMA/Mercedes-Benz Fashion Week, L’Oréal Paris is presenting the “VISIBILITY SHOW¨ on 31 January at 8:30 p.m. at the Palacio de Cibeles.

A catwalk show starring men and women from the silver generation with whom L’Oréal Paris is renewing its commitment to women's empowerment and diversity, values intrinsic to the brand since its inception.

Because experience, talent, inspiration and beauty are not and never will have anything to do with age. 

Samsung’s fusion of fashion and technology will be in evidence at this Mercedes Benz Fashion Week Madrid. The company is continuing to support Spanish fashion through its collaborations with important designers and its official sponsorship of the Samsung EGO young talent show.

This will be the 13th Samsung EGO Innovation Project, a fashion and technology initiative that recognises innovative projects by emerging creators and an established benchmark in the fashion world.

Once again, the Samsung EGO Showroom will be a highlight for fashion and technology fans. Venture within to check out the work of 15 young designers with direct sales to the public from 29 January to 2 February. Come along to see the Samsung space inspired by the SMARTgirl campaign: women who inspire others. Visitors will see the new Samsung Galaxy Note 10+5G, with its spectacular camera that takes videos with fabulous personalised effects, and will get to take a printed photo home and share the experience with the hashtag #somosSMARTgirl.  All to the beat of the best sounds with SMARTgirl DJs Luceral and Rosana Pérez. The technology firm will also hold a draw for a “Fashion Weekend” for two people in Madrid to see all the innovations on the catwalk for themselves.

Samsung EGO Innovation Project

On Sunday, 2 January at 11:30 a.m., designer Yvan Andreu will start the young talent shows, Samsung EGO, with his Aura project, winner of the 13th Samsung EGO Innovation Project. There will be shows by seven young designers on this platform all day long. Designers, the public and models will share their experiences online with the hashtag #SamsungEGO20.

Samsung Ready for 5G. The first ever 5G show

The winning project, Aura by Yvan Andreu, will be presented on Sunday, 2 February at 11:30 a.m. in the first global 5G fashion parade.  Samsung will stage this unique experience to enable the same show to be seen in two different venues at the same time. One fashion parade at IFEMA and another at the flagship  Samsung store in El Corte Inglés in Callao, Madrid, will be broadcast and coordinated in real time using the 5G Vodafone network and the Galaxy Note10+ 5G smartphone by Samsung.

Once again, Royal Bliss will be the official mixer for Mercedes-Benz Fashion Week, from 28 January to 2 February. The world of fashion and mixing have a lot in common. They both push imagination and creativity to the limits. As well as pushing boundaries, both worlds create sensations. In other words, bartenders, like designers, know how to stimulate our senses and awaken new, unique sensations.

Royal Bliss will be in the Kissing Room, the most exclusive spot at Mercedes Benz Fashion Week Madrid, the perfect setting for our premium range of mixers. The Royal Bliss bar will invite guests to explore the many dimensions of our mixers, through infinite possible combinations with more than 40 creations by our bartenders. The result: Endless sensations created to nurture the fusions that live within us.

Once again, Iberia will bring the Iberia Premium Lodge to Mercedes-Benz Fashion Week Madrid and will open its doors as a meeting place for designers and professionals of Spanish fashion.

Iberia is the leading company in Spain for routes between Europe and Latin America. Together with its subsidiary Iberian express and its franchise Iberia Regional Air Nostrum offers around 600 flights a day to fifty countries in Europe, America, Africa, the Middle East and Asia with a fleet of 114 aircrafts.

In 2017 Iberia received its 4^th star from Skytrax, in 2016 and 2017 it was the most punctual airline in the world and in 2018 the third in Europe, according to FlightStats. Iberia´s hub is at the Madrid airport and is a member of the one world alliance which offers more than 14,000 daily flights to nearly 1,000 airports in more than 150 countries.

Iberia is an ambassador of Spanish culture in all forms of expression on the nearly 50 countries around the world where it flies. The company has always supported the talents of great artists, athletes and other Spanish geniuses who have placed Spain at the top, including big names in fashion such as Pertegaz, Berhanyer and Teresa Helbig, among others.

Glacéau Smartwater, the water inspired by the clouds

A simple cloud inspired by the water cycle prompted us to create Glacéau Smartwater, a vaporised, distilled water with added mineral salts that give it a characteristically pure, fresh flavour. Smart, because that’s the way it was created.  

MAR DE FRADES, SPAIN'S MOST DESIRABLE WHITE.

Mar de Frades will be at the 2020 edition of Mercedes Benz Fashion Week Madrid. Spain's most sought-after white wine will be available in the prestigious Kissing Room, the emblematic venue where designers, influencers and stars from the world of fashion get together to celebrate their shows and enjoy a fabulous experience tasting the iconic Albariño from the Rías Baixas.

Sparkling, fresh, salty, avant-garde, unique and different. That’s Mar de Frades, a perfect Albariño for Spain’s greatest fashion event in 2020.  Born in the heart of the Salnés valley facing the Rïa de Arousa, Mar de Frades is firmly committed to fashion and design. An unmissable wine with a marked Atlantic character, rebellious and sophisticated, which makes it an unconquerable wine.

The story of the alliance between Mar de Frades and fashion now has a new chapter. Since 2011, the Galician winery has been launching avant-garde, limited editions of its iconic blue bottle courtesy of Spanish fashion greats. In December 2019, it was fashion stars  Agatha Ruiz de la Prada and Cósima Ramírez who added their unmistakable style to the blue Mar de Frades bottles, which are now more colourful than ever. The mother and daughter team have joined names like Ana Locking, Duyos, Alvarno, Jorge Vázquez, Miguel Palacio and Luby Lab on the list of influential designers who have put their stamp on the winery's history, and who have brought avant-garde design to the Mar de Frades Albariño label over the last decade.

All these designs will be in the Mar de Frades area of the Kissing Room, where you can toast to new collections by prestigious designers and enjoy a unique experience during fashion week.

Mar de Frades: A fashionable, unconquerable Albariño.

Once again, Dyson, the firm that has revolutionised the beauty world with innovative designs and technology, has used its scientific expertise in the consumer haircare sector to equip all the hair stations backstage at MBFWMadrid.  Professional hairstylists and makeup artists will work tirelessly to ensure that models have impeccable hair and makeup with the help of the Dyson Supersonic hair dryer, and the second jewel in its beauty technology crown, the Dyson Airwrap styler.

In the wake of last year's success and its close ties to the fashion world, Dyson is back as the official hairstyling tool of the 70th Mercedes-Benz Fashion Week Madrid, Spain's leading fashion event, where Spanish design will leave a mark during the week of 28 January to 2 February at IFEMA, Feria de Madrid, and other emblematic venues in the city. 

Dyson is now a must-have tool for many beauty professionals who want to create perfect styles without damaging hair.   That’s why, considering the needs of stylists and consumers, the latest launch, the new Dyson Airwrap styler, has joined the Dyson Supersonic hair dryer, establishing a new personal care category within its product portfolio. Not only do these tools give the desired results, their technology means that hair does not suffer extreme temperatures and keeps all its natural shine. A perfect tandem worthy of a great fashion week.

In addition, to send catwalk looks out into the street, Dyson will have a pop-up in the Cibelespacio with five hair stations where assistants can enjoy an unforgettable experience with a 20-minute professional brushing session.

‘KINESIS’ - YOUNG ESNE DESIGNERS SHOW

On Wednesday, 29 January at 19.30, the latest collections by students from the University School of Design, Innovation and Technology ESNE will take to the catwalks. The show is part of the Official MBFWM Calendar.

The Kinesis collection (autumn-winter 2020/21) commemorates 125 years of film and its influence on social relationships and the ways that we communicate. We are experiencing times when the importance of visual and audio-visual material is influencing social behaviour and the construction of identity. Cinema has been a way of capturing and representing reality in movement, but could it be changing the way we perceive reality. Or perhaps it’s changed the way we look at things?

These days, the social experience that started with cinema has shifted toward unipersonal isolation, where the screen has become an extension of the human body.  Analogue images have been replaced by digital images, during a post-image moment where the image is no longer just imprinted onto reality, but has become synthetic and artificial. What is the future of images? Will we live in images or will they live in us? How will images be imprinted onto our lives? Will images take priority over reality?  

Collections by students of the Official Fashion Design Degree at ESNE  endeavour to answer these contemporary questions, through a juxtaposition of volumetric silhouettes that trace dynamic, flowing effects in contrast to shapes that adapt to bodily morphology. Some of the proposals are framed in technological contributions to the cinema with the use of filters or image post-production using synthetic effects through glitch, iridescent and fluorescent colours, and layered fabrics. In light of more futuristic and digital gazes at the image, there is also nostalgia and the idea that the past always looks better, with hints of different moments of the 20th century, in an attempt to recover aesthetic ideals through the use of fine, natural fabrics in neutral shades, from beige to white and from grey to black.

Save the date

Date; 29 January 2020

Time: 7:30 p.m.

Place: Auditorio Casa del Lector. Matadero Madrid (Paseo de la Chopera, 14)

ESNE Communication

+34 915 552 528 (Ext. 251)

+34 676 601 895)

comunicacion@esne.es

esne.es

Mó is Multiópticas’ most exclusive brand. With more than 700 new references per year, prescription and sunglasses, mó is committed to the world of Spanish fashion and trends.

The brand has its own design team, which seeks inspiration on the world’s catwalks, “street style” and the newest trends to create different models. Eyewear that plays with extravagant shapes, colours and eye-catching prints, models that bring back the classics, and a lot of variety.

At this edition, mó is presenting a new capsule collection - mó frontrow (29 January at 12:45 p.m. on the mó stand). Inspired by “retro-futurism” and from the depths of the fashion world, a collection emerges from a fusion of two worlds: nostalgia for the eighties and nineties and curiosity about the future. The four new sunglasses models that make up mó Front Row feature vintage silhouettes which, combined with modern construction and up-to-date details, are a trend for 2020.

To forge an even closer connection to the catwalk and to fashion, each piece in the collection has been named after the most famous top models of the nineties, like Kate Moss, Naomi Campbell, Linda Evangelista and Mark Vanderloo.

If it's fashion, it has to be mó.

Banco Santander España is back on the catwalks of Mercedes-Benz Fashion Week Madrid, showing its support for Spanish fashion and the textiles sector, a domestic and international leader.

At this edition, we’ll have a stand full of surprises and, what’s more, there will be innovations in our #WorkCafeSantander.

Follow us on Social Networks and don't miss a thing at #SantanderFashionWeek, and remember to visit Santander Experiences, where you’ll find detailed, up-to-date information and many more initiatives.

To top it all off, Santander España will be organising a prize draw through its Social Networks, and everyone who visits Cibelespacio for a trip for two to the world’s fashion capital: New York.

 Follow our @santander_es social network profiles and discover our experiences!

 See you at the next edition of Mercedes Benz Fashion Week Madrid!

Appletiser: Appletiser is not a drink for the masses... It’s a secret flavour for a few. How about you? Have you discovered its secret? Come to our stand and try this refreshing 100% apple juice drink with its delicate bubbles.

In a world of mass production and standardisation, it’s no surprise that IED should set up a space for coming in and finding the diversity of creators. Come on in and be whatever you want to be. At the leading annual date with fashion at Mercedes Benz Fashion Week Madrid, you’re invited to discover the magical, fantastic universe of IED Madrid (Istituto Europeo di Design), where everything is possible, and where you can live a different, creative experience in the first person. Come along and find out what makes you different, as well as discovering all the possibilities of studying Design and Fashion at this international school, get an exclusive made in IED bag, and take part in the summer fashion competition.  

Keep track of our social networks (IG:@ied.madrid/ FB: iedmadrid): we are holding a draw for tickets to Cibelespacio. 

The Fashion Show is here! More information at: iedmadrid.com

The Hotel Hyatt Regency Hesperia Madrid will be in Cibelespacio as the official hotel of Mercedes-Benz Fashion Week Madrid for the first time.

This new hotel has a city culture and is full of nods to the essence of Madrid.

Come along to Hotel Hyatt Regency Hesperia Madrid stand to visit La Menina and have a photo taken with her. You might even win a night in a magnificent suite at the hotel!

Palomitas Anaconda, the healthiest snacks are back at MBFWM

Anaconda Foods, the healthiest snacks on the market - made in Spain - are back at MBFWM for another year. 

They have been associated with this fashion week since 2018, accompanying designers, models and stylists backstage with their hot-air popcorn. 

Unlike other snacks on the market, this is a sin-free product... Yes! Really! ¡Yeeeessssss! It contains 55% less fat, 100% natural flavours, plus it's gluten-free and vegan friendly.  

The startup launched on the market in 2018 and is making strides by appearing on the shelves of strategic points of sale like Starbucks, Iberia, Hipermercados Carrefour, and Galerías Lafayette. Anaconda Foods is continuing to challenge the sector with new products like Apple Chips and the latest launch: Coco Chips with BIO Peruvian Cocoa (baked and with no added sugars). 

It has been involved in some outstanding collaborations with big fashion names like ELLE Spain, Cosmopolitan and Esquire and brands like Aveda, Jorge Vázquez and Scalpers.