Mercedes-Benz Fashion Week Madrid creates a new selection committee for EGO
In line with its new strategic plan, the Madrid fashion event is proving its commitment to emerging talent through the formation of a new panel of national and international fashion experts.
This platform, dedicated to emerging designer talent and having hosted over 220 brands, will celebrate its 20 years during the upcoming February 2026 edition, highlighting its role as a catalyst for creativity and renewal within Spanish fashion.
The EGO platform of Mercedes-Benz Fashion Week Madrid, originally established as a space for innovation and discovery of new talent in Spanish fashion, is entering a new phase with a committed outlook towards the future. Coinciding with the countdown to its 20th anniversary, which will be celebrated in February 2026, this platform has announced the creation of a new selection committee composed of key professionals from the fashion industry at both national and international levels.
This initiative represents a strategic evolution for EGO, in line with its mission to serve as the "cradle of creativity" for fashion in Spain. This new EGO selection committee will not only be responsible for choosing the emerging designers to participate in the runway show but will also play an active role in their professional development, fostering an environment of dialogue and inclusivity within the sector.
A commitment to professional excellence and international exposure
The establishment of this committee addresses a growing need: to integrate the vision, experience, and prestige of established figures in the fashion industry to identify projects with genuine potential for impact.
The members of the EGO MBFWMadrid selection committee are:
Alejandra de Borbón, global director of PR, events, and cultural projects at Loewe (2013–2024); Alba Melendo, stylist and creative consultant; Alejandro Gómez Palomo, creative director of Palomo Spain; Alfredo Santamaría, stylist and creative consultant; Daniel García, director of ICON, El País; Iria Domínguez, global PR at Bimba y Lola; Joana Bonet, director of Magazine La Vanguardia; Josie, fashion journalist and stylist; Judith Pascual, Levi’s PR and brand programmes manager Iberia and Lighthouses marketing lead Europe; Luca Guarini, editor-in-chief of Dust Magazine and creative director; Marc Forné, stylist and entrepreneur; and Rubén Gómez, creative director, advisor, and scout for EGO MBFWMadrid.
EGO: 20 years setting the pace for tomorrow
The next edition in February 2026 will mark a turning point for EGO. A total of twenty years have been driving emerging talent through the constant renewal of Spanish fashion. From the outset, this platform has been a transformative vision and an invaluable tool, providing visibility to creators who today generate new narratives and discourses in the fashion industry.
Since its inception, 220 brands have been part of EGO. Its impact has been remarkable in the development of a new generation of designers who have successfully made their way in the national and international scene. Names that are well-known today have passed through EGO, including María Escoté, Montenegro, Moisés Nieto, Juan Vidal, Pepa Salazar, Dominnico, JC Pajares, David Catalán, Leandro Cano, Manémané, Maya Hansen, Pablo Erroz and Paloma Suárez, to name but a few.
Over the past two decades, EGO has consolidated its position as a significant programme within the official calendar of Mercedes-Benz Fashion Week Madrid. This legacy, which has evolved without losing its essence, will be celebrated in grand style in its next edition.
A new edition of Mercedes-Benz Fashion Talent
On Sunday, 21 September, nine emerging brands and one international brand will showcase on EGO, the Mercedes-Benz Fashion Week Madrid catwalk dedicated to uncovering promising talent in Spanish fashion. Antonio Acuario, Antonio Del Canto, Asier Quintana, Dimoni Studio, Emeerree (winner of Mercedes-Benz Fashion Talent in September 2023), Guillermo Décimo, Skinsfromtheinsideofmymouth, SLV FRR and Studio Cumbre are the nine candidates for the Mercedes-Benz Fashion Talent award.
MBFWMadrid will culminate with the 26th edition of the Mercedes-Benz Fashion Talent awards ceremony, which will reward the most outstanding proposal of the day. The creator who wins the award will be able to showcase at Mercedes-Benz Prague Fashion Week, following in the footsteps of their predecessors Alejandre, Rubearth, and Outsiders Division, who have already brought the future of national design to this international catwalk.