The Community of Madrid to sponsor EGO

This additional commitment by the Community of Madrid, which is becoming an MBFWMadrid sponsor, strengthens the link between fashion, the region and emerging talent, consolidating the global projection of this fashion event. 

Mercedes-Benz Fashion Week Madrid has announced a strategic agreement with the Community of Madrid, which is coming on board as the new Official Sponsor of EGO and strengthening its commitment by becoming an MBFWMadrid Sponsor. The initiative will further establish Madrid as the region where fashion is experienced, created, and projected to the world.

The agreement is part of the regional strategy to boost the image of the Community of Madrid as an international destination for creative and cultural tourism, using fashion as a differential value to attract the public, foreign press, and new opportunities for the local creative ecosystem. Fashion, utilised as a tourism asset, will become a driver of visibility, industry, and innovation for the region.

EGO reconnects with its driving force

The new sponsorship from the Community of Madrid coincides with the 20th anniversary of EGO, a platform that has witnessed the emergence of the most influential names in contemporary Spanish design. Its catwalks have been graced by designs from creators who now define the aesthetics of a generation, such as María Escoté, Juan Vidal, Moisés Nieto and Pepa Salazar. All of them found EGO to be the space for drive, freedom, and experimentation that marked the beginning of their careers. 

The additional commitment of the Comunidad de Madrid has a particularly significant symbolic meaning: the showcase is celebrating 20 years since it was founded in 2006, when the first shows were held at the historic Sala Alcalá 31, a cultural venue that houses the Ministry of Culture, Tourism and Sport, where EGO took on its role as a haven and launchpad for the country's young talents. 

That spirit is stronger than ever: Twenty years later, EGO is reaffirming its foundational mission to serve as a professional launchpad for future creators. Over these decades, EGO has been the starting point for figures essential to Spanish fashion today, and it has become an international benchmark for emerging design. At the March edition, the platform will celebrate its anniversary, focusing on the talent and vision of the new generations.

The inclusion of the Community of Madrid as a sponsor of the event will give a major boost to the regional creative ecosystem, reinforcing Madrid's projection as a cultural destination through its role in MBFWMadrid and directly supporting emerging talent through EGO. This alliance consolidates the connection between fashion, city, and the community, positions Madrid as a territory of opportunities for new generations of designers, and opens a new stage that links the creativity of Alcalá 34 with the international projection of the Mercedes-Benz Fashion Week Madrid.

As part of this agreement, the twentieth-anniversary campaign for EGO has taken place in a venue where emerging talent coexists with the neoclassical elegance of the Palacio del Infante Don Luis de Boadilla del Monte, in a visual dialogue between tradition and avant-garde. Under the creative direction and production of Rubén Gómez, creative director of EGO, the proposal showcases the genuine energy of a shoot by making the set elements visible, reinforcing the authenticity of the creative process. The images, shot by the photographer Adrián González, co-founder of Buffalo Zine, present a high fashion aesthetic with nods to the 2000s: minimalist, with tension on the margins, and an edgy character that turns every room of the palace into a vibrant and inspiring scene. 

Mercedes-Benz Fashion Week Madrid, the fashion extravaganza organised by IFEMA MADRID with the support of the Madrid City Council, will take place from 17 to 22 March.