Allianz EGO

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Concept

EGO, a platform for up-and-coming fashion designers, is a biannual event organized by IFEMA within the framework of MERCEDES-BENZ FASHION WEEK MADRID, the leading showcase for the Spanish fashion industry around the world.

EGO was born with a goal to promote new designers who understand fashion as a form of expression and as a discipline that is part of the culture of the time with the final goal of reaching the street being accepted by society and thus continuing the path of evolution of discovering new styles and innovating trends.

A space to gather and show alternative ideas that stop being concepts and are turned into trends after research and design to offer the ever-changing world of fashion.

Today, the original philosophy is more alive than ever. EGO considers that fashion creation is a process whose inspiration is born and ends on the street, when the collection is put up for sale. Therefore, Ego renews its commitment to the values of design and understands fashion as a balance between creativity, innovation, technique and functionality.

Since September 2008, the show has been held on the same stage and during the same dates at Mercedes-Benz Fashion Week Madrid at Feria de Madrid. With the belief that a garment makes sense once a person decides to dress with it, the EGO showroom is a space where young creators exhibit their collections and direct to public sales are open during the duration of MBFW Madrid.

"From the April 2021 edition Allianz Seguros joins Mercedes-Benz Fashion Week Madrid as a sponsor of the fashion catwalk and the platform of young designers Allianz EGO, which will celebrate its day on Sunday 11 April closing the 73rd edition of the catwalk, which will run from 8 to 11 April at IFEMA.

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

Showroom EGO

Designers selected for the EGO Showroom