Allianz EGO | MBFWMADRID

Concept

Allianz EGO is the platform for young fashion talents, organized by IFEMA MADRID, which is held twice a year within the framework of MERCEDES-BENZ FASHION WEEK MADRID, the great space for promoting Spanish fashion and its most outstanding benchmark.

EGO was born in February 2006, in order to introduce new designers who understand fashion as a form of expression, as an artistic discipline that is part of the culture of its time, with the final justification of reaching the street, being accepted by society and thus continue the path of evolution discovering new styles, innovative trends... In short, a space to gather and show alternative proposals that cease to be so once they are accepted by all, to continue, from that moment on, investigating and offering new designs to an increasingly dizzying world.

Since the April 2021 edition, Allianz has joined Mercedes-Benz Fashion Week Madrid as a sponsor of the fashion catwalk and its platform for young designers, renamed Allianz EGO.

The company thus begins a new path in the largest fashion event at the national level, organized by IFEMA MADRID, lending its support to the most innovative emerging firms. This collaboration stems from Allianz's commitment to betting on talent, specifically the young creators who show their collections on this catwalk in each edition.

Allianz EGO Awards

Mercedes-Benz Fashion Talent Award

Mercedes-Benz Fashion Talent celebrates its 21st 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.

Allianz Confianza in Fashion Award

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 third 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.