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MBFWMadrid Concludes its 74th Edition with Great Success

37 designers took part in this edition with a greater presentation of collections, hosting the return of big names in Spanish fashion, such as Duarte, Duyos, Malne, Marcos Luengo, Pertegaz, Roberto Torretta and Teresa Helbig.

• In total, 10,320 visitors attended MBFWMadrid, confirming interest in the return of live presentations of new collections and the rebirth of Spanish fashion. • Thanks to its hybrid format, more than 22,100 people streamed the fashion show through the MBFWMadrid website platform. In addition, more than 300 national and international media covered the event in person, and more than 3,000,000 hits were generated on social networks during the days of the event.

21 Sep 2021

Mercedes-Benz Fashion Week Madrid, organized by IFEMA MADRID with the support of the Madrid City Council, is concluding its 74th edition, highlighting the great response of the public, with great interest following the runway shows displaying collections by the 37 designers on the program, a public that returned to enjoy all the brand activations and proposals of the participating brands in the Cibelespacio. This was an edition that 10,320 people were been able to enjoy live, in addition to the 172,630 pages viewed on the online platform of MBFWMadrid.

The city of Madrid was the epicenter of fashion for seven days where different events have coexisted within the MBFWMadrid program, in the ON and OFF format.

This edition of MBFWMadrid concluded with amazing sensations, as pointed out by its director, Nuria de Miguel, who makes a very satisfactory assessment of this 74th edition of MBFWMadrid: “our expectations have been exceeded. It was carried out in a very positive atmosphere and we had a great response in attendance of the fashion shows and the Cibelespacio area. In addition, digital tools provided us with support, which allowed us to expand the event's audience exponentially. Undoubtedly, a great edition.”

Spanish auteur fashion emerges stronger after MBFWMadrid

All of the established designers participating in MBFWMadrid came from different parts of Spain. A fact that reinforces this runway show as the great event of Spanish designer fashion. This edition featured one designer from Asturias, three from Catalonia, one from Galicia, eight from Madrid, one designer from Seville and two designers from Valencia.

In total, 25 creators presented their collections on the runway in Pavilion 14.1 of IFEMA MADRID. Of these, 17 were established creators and 8 were he young talents Goodption, Morle, Karont, Temporal, 404 Studio, Montenegro, Delanovoa and Puzzle, included in the Allianz EGO platform of young creators.

In this 74th edition the designer Duyos won the L'Oréal Paris award for Best Collection and Nuria Rothschild won the L'Oréal Paris award for Best Model.

They were joined throughout the week by the 12 creators who, together with the ESNE university school and the Centro Superior de Diseño de Moda Madrid (CSDMM), presented their collections in the OFF Program of MBFWMADRID, carried out in different locations in the city of Madrid or through videos broadcast on the web platform of MBFWMADRID. 

MBFWMadrid strengthens young creators

The great Spanish fashion platform maintains its commitment to young talent through Allianz EGO, which promoted a new Allianz EGO Confidence in Fashion award , aimed at promoting the creative and business development of young designers from the Allianz EGO Showroom. Thewinner of the first edition of this award was Rubearth, by Galician designer Gabriel Nogueiras.

On the other hand, the Mercedes-Benz Fashion Talent award, which highlights the creativity and innovative character of emerging talent presented in the fashion shows of the creators in the Allianz EGO platform, was awarded to the firm 404 Studio.

The return of the public creates amazing sensations

The visitor figures for the recently concluded edition of MBFWMadrid have demonstrated the public's interest in experiencing the new collections of great Spanish creators first-hand, as shown by the data recorded by MBFWMadrid. During the days in which the event was held, IFEMA MADRID's Pavilion 14.1 was visited by 10,320 attendees, able to enjoy the presentations in the Cibelespacio, as well as the Allianz EGO Showroom. The showroom hall had a capacity of 42%.

Digitalization drives MBFWMadrid

Thanks to its hybrid format, around 22,100 people streamed the runway show throughout the days of the event, in addition to registering more than 172,500 page views on the online platform of MBFWMadrid, learning about Fashion Films, Fashion Talks, the Moodboard, the trends Backstage of the runway, as well as the Street Style and podcast of MBFWMadrid.

In addition, the large high-definition LED screen of more than 40m2 installed in the showroom hall, usually used for international music events, allowed the creators to complement the presentation of their collections, playing videos, fashion films and other digital developments of their brand.

Internationalization

The internationalization of the event was made clear through various initiatives, including a collaboration agreement with MBFWBerlin, expanding the international dissemination of both runways through various events.

A new space: MBFWMadrid Forum

On the other hand, MBFWMadrid made a presenation in this edition of the MBFWMadrid Forum. This was a new space dedicated to dissemination, dialogue and reflection on the fashion industry, designer fashion, sustainability and other topics of interest to the fashion industry, which will be continued in future editions.

This forum presented the Report on Social Transformation in the Textile Sector prepared by WOMEN ACTION SUSTAINABILITY (WAS) and the consulting firm KPMG, in order to learn how this area is operating in the sector, the presentation of the Smart Green Industry project, which launched the Imagining a Circular and Inclusive Fashion space and the European program S4FASHION to support the development of companies with sustainable and circular business models

Sustainability was one of the themes that stood out in this 74th edition of MBFWMadrid, as well as 13 designers who integrated creations with sustainable fabrics in their runway shows, in addition to producing in nearby workshops and avoiding mass production. The organization itself has also worked to reduce environmental impact, through the digitalization of content and the elimination of paper or the use of recycled materials, among other alternatives.

On the part of the sponsors, L'Oréal Paris, presented products throughout the entire runway show, including the use of 100% PET plastic packaging, along with Mercedes-Benz, promoting electric mobility with the official vehicles of the event.

MBFWMadrid consolidates support from major brands

Once again, the event had the support of 16 sponsoring companies, which have shown their commitment to the fashion industry. Mercedes-Benz, L'Oréal Paris and Inditex continued as the main sponsors; Allianz, Iberia and MÓ de Multiópticas, as sponsors; and Amazon Fashion, Leica, Klarna, the ESNE university school, GHD, Solán de Cabras, La Prohibida, Mar de Frades, Garmin and Unisa were collaborators of the event. In addition, MBFWMADRID counted on ¡HOLA! TV as an International Media Partner.

Strong commitment of the Madrid City Council to Spanish Fashion

This additional edition of MBFWMadrid was held with the support of the City of Madrid, which held numerous events framed within theMadrid Capital of Fashion initiative , promoted by the City of Madrid itself through Madrid is Fashion, and organized by the Association of Creators of Fashion of Spain (ACME) in order to transform Madrid into a benchmark for fashion auteurs.