Mercedes-Benz Fashion Week Madrid presents the official calendar of the 72nd edition of the country's most important national fashion show, which will be held from 10 to 13 September in Hall 14.1 of IFEMA under strict security measures and capacity control due to the current situation stemming from COVID-19. The show’s calendar comprises 16 established designers and 9 young talents from the Samsung EGO program.
The 72nd edition of MBFWMadrid will be the first in its history to offer a hybrid format, in which fashion parades, performances and fashion films will alternate, in addition to other presentations and shows in the off program. All of this can be viewed on the new MBFWMadrid official website, which will be launched on 8 September with a new look & feel.
MBFWMadrid presents its new digital platform
The coming edition of Mercedes-Benz Fashion Week Madrid is launching a new version of its digital platform, with digital experiences and exclusive fashion and lifestyle content such as online workshops on different disciplines, conferences with industry experts, behind-the-scenes beauty content, and other ways to come to the catwalk virtually. Furthermore, prior to the start of the fashion show calendar, users will be able to enjoy exclusive interviews with designers and fashion film previews on 8 and 9 September as one of this edition’s new developments.
A line-up of established designers
On 10, 11 and 12 September the doors to the Mercedes-Benz fashion show will open to showcase the collections of established designers. A line-up of 16 creators with extensive experience in our country’s fashion sector will take the stage in the first few days of the show. Thursday the 10th will see fashion parades kicked off by Andrés Sardá, followed by Devota & Lomba, Hannibal Laguna and Ágatha Ruiz de la Prada. Malne will also participate with the presentation of its collection in a fashion film, accompanied by a performance.
Likewise, on Friday, 11 September Marcos Luengo, Dolores Cortés, Dominnico, Ángel Schlesser and Pertegaz will present their collections on the catwalk, confirming, once again, their total commitment to our country’s fashion industry. In addition to these firms, on the same day Fernando Claro will present its new collection to the public in a fashion film accompanied by a performance.
Saturday 12 September will mark the début of Valencian designer Isabel Sanchís at MBFWMadrid. It will also feature fashion firms Custo Barcelona, Maison Mesa -presenting a fashion parade on the catwalk of IFEMA hall 14.1 for the first time-, and Brain & Beast, which will cap off this edition’s line-up of fashion companies. All of them will be staging fashion parades on the catwalk. Also on Saturday, Juan Carlos Pajares will present his new collection in an innovative format.
Samsung Ego will close the show schedule on 13 February
SAMSUNG EGO new talents day will be inaugurated by the winner of the Samsung Ego Innovation Project on Sunday the 13th, at 11:00 am, to be followed by the Paloma Suárez and Fátima Miñana fashion parades at 1:00 pm. Starting at 3:00 pm, Marta Casal and Rubearth will take to the catwalk, while, from 5:00 pm onwards, Robber Rodríguez and Deyi will present their collections. To end the day, Accidental Cutting- Eva Iszoro and Peter Sposito Studio will bookend the Samsung Ego fashion parades. Then, as this edition’s final event, the Mercedes-Benz Fashion Talent Awards will be presented to the best young creator.
In this new catwalk appointment Mercedes-Benz Fashion Talent will celebrate its sixteenth edition rewarding the talent and creativity of young designers. Due to the current health crisis situation, Mercedes-Benz has decided to change the prize that will be awarded to the winning designer to a monetary prize of €3,000, replacing the usual exchange with an international fashion show, in order to guarantee the safety of all attendees and participants at Mercedes-Benz Fashion Talent. Sustainability is also taking on a leading role in this edition, being an essential criterion for selecting the candidates who will participate in the contest, as well as an important consideration in the evaluation of the jury, made up of experts and professionals from the fashion sector, which will choose the winning collection.
Sponsors committed to Spanish fashion
In a post-Covid-19 context that is particularly complicated for Spanish fashion, the support shown to MBFWMadrid by its 15 sponsoring brands at this edition of the event is especially valuable. More than ever before, their presence symbolises their commitment to this sector. Mercedes-Benz, L'Oréal Paris and Inditex continue on as main sponsors; Samsung, Amazon Fashion, Iberia, Royal Bliss, Smart Water, Mar de Frades, Multiópticas the Community of Madrid, as sponsors; and Appletiser, ESNE and Mascarillas Bejar, as collaborators, with Rowenta as the official ironing brand.
L’Oréal Paris will pay for 50% of the designers’ fees at this very special edition. The firm wants to show its commitment to the Spanish fashion world and its intention to promote the sector's development during these difficult times.
As always, on the afternoon of Saturday 12 September at 6:20 pm, L'Oreal Paris will announce the winner of the L'Oréal Paris Award for Best Collection, as well as the winner of the L'Oréal Paris Award for Best Model.
In addition to the fashion parades at IFEMA, MBFWMadrid will have an interesting offprogram from 10 to 13 September, in which prestigious designers such as Moisés Nieto, García Madrid, Pilar Dalbat and Oteyza, amongst others, will present their proposals in different formats. As usual, the Madrid es Moda initiative, organised by the Spanish Association of Fashion Creators (ACME), with support from Madrid Capital de Moda, will hold a set of activities in different spots around the city, where fashion will be the focus, alongside the MBFWMadrid fashion parades, as is customary.
Rigorous safety measures
All the fashion parades will take place in accordance with strict safety protocols implemented by IFEMA to guarantee a “safe space”. These will involve measures such as distancing control, capacity control and new organisational developments to comply with all health and safety regulations. To check all the measures being implemented by IFEMA, click here
In addition, MBFWMadrid has reduced its capacity to 24%, gathering a maximum of 192 people seated at each parade, with the aim of maintaining a large safety distance between each of those present. At the entrance, before going up to the floor where the parades will be held, the temperature of all attendees will be taken in order to guarantee safe access to the catwalk. Once the temperature control has been passed, approved masks from Mascarillas Béjar, one of the show’s sponsors, will be distributed so that attendees can enjoy the parades with the guarantee that all participants are wearing the appropriate protection for the event. Throughout the entire length of Cibelespacio there will be hydroalcoholic gels at all access points to the hall, as well as at the entrance to the parades. There will also be continuous disinfection of the bathrooms, changing rooms and the Mercedes-Benz room after each parade.
Regarding air quality, IFEMA has implemented different actions and protocols that guarantee a hygienic and safe environment, eliminating air re-circulation, offering a high level of ventilation throughout the hall, as well as the installation of air filtration systems, following the recommendations of the World Health Organization and a study by the Spanish Technical Association for Air Conditioning and Refrigeration.
Another effective measure will be the “e-ticketing” access system, in which tickets will be received electronically and displayed on the telephone screen to speed up access and minimise clustering at registration desks, in addition to daily access passes to control attendance capacities, and “0 Rows” designed for queue management based on spatial distribution criteria with separators, ground and air signage and support staff for the control and management of foot traffic.
To ensure that MBFWMadrid goes off without a hitch, please follow the staff’s recommendations to ensure the health, safety and mobility of the attendees.
IFEMA, a safe space
The Community of Madrid has awarded IFEMA the Madrid Guarantee seal which recognises the work done by IFEMA in the adoption of mandatory standards in the new normality imposed by COVID-19, as well as the development of extraordinary protocols. In addition, IFEMA has obtained the 'Safe Travels' seal from the World Travel & Tourism Council (WTTC) for the Convention, Meeting and Event Centres industry, as a result of the protocols and actions implemented for the return to activity after the Covid-19 health crisis, with a safe, healthy and responsible reopening.
These certificates recognise the importance of adopting measures and protocols to guarantee the safety and mobility of participants at the events, as well as the transmission of information to all of them, regarding access and capacity control measures, physical distancing and hygiene measures and cleanliness; in addition to the redesign of events, with the combination of face-to-face and hybrid formats, as essential provisions for the successful running of fairs and congresses.