Allianz EGO is the platform for emerging fashion talent, organized by IFEMA MADRID, which is held twice a year as part of MERCEDES-BENZ FASHION WEEK MADRID. Founded in 2006, EGO seeks to highlight designers who see fashion as a means of expression and culture. It conceives a space to bring together and showcase avant-garde proposals so that they become more and more part of our reality. This alliance demonstrates Allianz's commitment to emerging talent by supporting innovative firms that, edition after edition, show the world their collections on this platform.
Mercedes-Benz Fashion Talent celebrates its 22nd edition, discovering and giving visibility to emerging talent in Spanish fashion. Created to recognise creativity and support new designers, throughout its history the award has consolidated the careers of many of its winners, being the first step in their immersion in the industry and opening the doors to their first international fashion shows.
The first edition of the Allianz EGO Confidence in Fashion award, held in September 2021, was born out of a need detected in the Spanish fashion sector: that of boosting the entrepreneurial vision of young creators to develop their creativity and bring commercial viability to their brands. Allianz now presents the sixth edition of this recognition, with the aim of supporting these emerging designers in the first steps of their careers and helping to ensure that the future of fashion is plural and sustainable.