Allianz EGO

Concept

EGO is the platform for young fashion talents, organized by IFEMA, 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, 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.

How to participate


September 2022 Edition: Spring / Summer 2022/23
Dates: September 14th – 18th
Allianz Ego Fashion Show Day: September 18th
Hall 14.1 IFEMA MADRID


Designers and brands interested in showing at Allianz Ego must:

  1. Prepare a dossier with the sketches of the collection to be presented on the catwalk. That dossier must be in DIN A4 format. You must send it in physical and digital format at the address indicated in point 3.

The dossier must include, in this order, the following:

  • Information of the Brand as indicated in point 2.
  • A maximum of 18 looks (minimum of 15).
  • Description or lines of the collection.
  • Materials to be used.
  • Explicitly indicate the number of looks and whether the collection you will present will be for men, women or mixed. In the latter case indicate how many looks of each. There is no possibility of subsequent change.
  • It is essential to include photos of finished garments (minimum 3 looks) of the collection to be presented at Allianz Ego. Essential. In the photos you will have to be able to appreciate the finished clothes perfectly. That's why it's important to be full-plane photos in front of and behind each garment, where you can see the details and the construction.
  • Sustainability: Indicate if the collection has been produced following sustainability parameters and explain in which processes the brand and the collection are sustainable.
  • Concept of the show: Inspirational Moodboard of the fashion show and scenography proposal (optional), lighting, choreography, music and model acting. 
  • Hair & make up: Inspirational Moodboard and hair and make up proposal.
  • Styling: Inspirational Moodboard and example of 3 complete looks with accessories.
  • Include retrospective work.
  • Include press clipping, if any.
  • Curriculum Vitae of the designer with his/her experience in fashion.
  1. The following information must also be provided:
  • Name of the brand
  • Name of the designer
  • Mailing address of the showroom or particular with CP and locality
  • E-mail
  • Mobile and telephone number
  • Web (if any)
  • Instagram account of the brand (if any)
  • Place of birth
  • Place of residence

*The collection to be presented at Ego will not have paraded on another catwalk before, nor will it have been shown to the media before.

  1. The dossier and the requested information will be sent via regular mail to the following address:

MERCEDES-BENZ FASHION WEEK MADRID - EGO
IFEMA
Avenida del Partenón, 5 (Edificio de Oficinas. 2ª planta)
28042 Madrid

And via e-mail or wetransfer in PDF format (the maximum size of the dossier cannot exceed 20MB in an e-mail) to the address:

ego@ifema.es

ego@pelonio.com
 

  • Prior to the final selection of the participating brands, there will be a checkpoint on an exact date with a certain number of designers and the Ego Committee either at the Mercedes-Benz Fashion Week Madrid offices or by video call.  At this meeting the designer will present his or her proposal and show the garments he or she has already finished. After this meeting the final selection will be made. 
  • The maximum number of editions to participate in Allianz EGO is three editions.
  • In case of being selected, a commitment of participation between IFEMA MADRID and designer will be signed. 
  • IFEMA MADRID will provide:  Casting of models, makeup, hairdressing, structure of the catwalk, invitations to the parade, photographs of parade and video of the presentation of the collection. 
  • The selected designer will pay for the cost of the collection, complements, accessories, footwear and shipping of the collection, as well as the cost of the trip to Madrid for the checkpoint with the selection committee. 
  • Allianz Ego is a competition for Spanish and foreign designers residing in Spain. 
  • Participation in Allianz Ego is free of charge. IFEMA MADRID does not charge any fee to the brands to parade. 
  • No reference to the designer's sponsors may appear on the MERCEDES-BENZ FASHION WEEK MADRID premises, unless expressly authorized by the Organization. 
  • The dossiers presented will not be returned to the participants. 
  • The deadline for receipt of dossiers is May 24th, 2022. 
  • Confirmation of participation will be communicated via email in June 2022.

  

September 2022 Edition: Spring / Summer 2023
Dates: September 14th – 18th
Hall 14.1 IFEMA MADRID

Those interested in participating in the Allianz Ego Mercedes-Benz Fashion Week Madrid Showroom, with their clothing collection (there is no section only for accessories) should send via e-mail to egoshowroom@ifema.es and egoshowroom@pelonio.com the following:

  • Images of what they plan to exhibit / sell in PDF format and with a maximum file size of 20MB by e-mail (can be sent in several mails or by wetransfer).
  • The following information must be included in the mail: 
  • Name of the brand
  • Name of the designer
  • Mailing address of the showroom or individual with zip code and location
  • E-mail
  • Mobile and telephone number
  • Web (if any)
  • Instagram account (if any)
  • CV of the designer 
  • Date of birth 

It is important to keep into account:

  • It is mandatory to have more than 30 garments in total to sell (counting different sizes). 
  • It is mandatory to have at least 50% of the collection for sale to the attending public.
  • It is essential that the brand has online sales and operational web.
  • Maximum recommended price of the garments for sale: 200 euros.
  • Sending the application does NOT imply being selected to participate in the showroom.
  • Participation in the Allianz Ego Showroom is free of charge. IFEMA does not charge any fee to the brands to participate.
  • The Allianz Ego Showroom is a space for Spanish and foreign designers residing in Spain.
  • The designer agrees to have his/her collection in the showroom during all the days of MBFWM and to comply with the schedules established by IFEMA MADRID (from 10am to 9pm approximately).
  • The designer will sign with IFEMA MADRID a commitment of participation.

IFEMA MADRID will provide the designers who finally participate in the Showroom:

  • A stand in the Cibelespacio
  • A rack to hang the collection
  • Chair and counter
  • A fitting room with mirror
  • General security in the Showroom
  • Cleaning
  • Invitations to Cibelespacio
  • Promotion of your participation on the website and other media
  • The deadline for receipt of dossiers is May 27, 2022.
  • The confirmation of participation will be communicated, via email in the month of June 2022.
  • Participants will be eligible for the Allianz EGO Confidence in Fashion award.

Mercedes-Benz Fashion Talent Award

Since February 2013, Mercedes-Benz convenes in each edition a prize among the designers participating in the EGO catwalk, called MERCEDES-BENZ FASHION TALENT.

This award gives the winner the opportunity to show their collection in one of the international catwalks sponsored by the brand. A jury of fashion experts is in charge of selecting the winning designer, whose name is announced on the same day as the fashion shows.

In the same way, a young designer winner of this award in another of the international catwalks sponsored by the brand, participates since September 2013 in the EGO fashion show day, in MERCEDES-BENZ FASHION WEEK MADRID.

Premio Allianz EGO Confidence in Fashion

Allianz EGO Confidence in Fashion is an award aimed at the young designers of the Allianz EGO Showroom who participate in each edition of the catwalk, with the aim of promoting the creative and business development of their brands.  This recognition allows the winning designer to parade in the next edition of the Allianz EGO catwalk, along with a financial prize to develop their collection, in addition to professional advice for six months to boost the business vision of their brand. The award ceremony - which celebrated its first edition in September 2021 - takes place every edition of the catwalk at the beginning of the Allianz EGO fashion show day.