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08 September 2020

IFEMA launches the new MBFWMadrid digital platform

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Two days after the opening of what will be one of the first international fashion events to present its collections with a mix of face-to-face shows, digital parades and Fashion Films, MBFWMadrid launches its new digital platform offering a superb format to give visibility to IFEMA's first major event in its commitment to "hybridization"

IFEMA launched the new digital platform for Mercedes-Benz Fashion Week Madrid today, to offer numerous users the experience of enjoying the great Spanish fashion platform from anywhere. The new official MBFWMadrid website has been redesigned and has new functions to house all the content generated by firms and sponsors, as well as a series of experiences and exclusive digital fashion and lifestyle content. These include a programme of conferences with experts from the sector, beauty videos with teams backstage at each fashion show, a series of workshops on a variety of themes and streetstyle content. Starting today, 8 September, in the run-up to the fashion show calendar, this new platform will present a series of exclusive videos featuring designers and previews of Fashion Films that will be screened by some creators in the days to come.

Fashion Insiders by Mercedes-Benz

In collaboration with Mercedes-Benz and with this new digital platform, fashion lovers are invited to discover what lies behind the S/S 21 collections on show at this edition of MBFWMadrid in the Fashion Insiders by Mercedes-Benz section. In the Speed Meeting video series, some of the designers featured on the catwalks  participate in quick question and answer sessions so we can get to know them better. On 8 September, Andrés Sardá, Devota & Lomba, Ágatha Ruiz de la Prada, and Marcos Luengo will answer questions; and on 9 September the spotlight will be on Ángel Schlesser, Pertegaz, Custo Barcelona and Brain & Beast. However, fashion shows are not the only way to present a collection and Malne, Fernando Claro and Juan Carlos Pajares have chosen the Fashion Film format to present their latest creations. On the 8 and 9 September, fashion lovers will be treated to a preview of their collections with teasers launched ahead of the Fashion Films. 

L’Oréal Paris Backstage

L'Oréal Paris Backstage débuts the virtual backstage of MBFWMadrid in this edition of Fashion Week. The brand's experts are selecting the highlights of the beauty looks for each day and presenting and analysing them in Beauty Zoom, short videos that include tips on how to adapt them to the real world. Furthermore, in this section, L'Oréal Paris is reviewing the most iconic beauty looks from previous editions and presenting the main products for creating runway beauty looks.

Fashion Talks

Another feature included in this hybrid edition of MBFWMadrid are the so-called Fashion Talks, a series of talks streamed live for users of the platform through the live channel of the catwalk, which will be conducted by Carmen Mañana, fashion editor at El País. During these live talks, programmed every day on the catwalk at 12 noon and later available in the broadcast content section of fashion week - a selection of Spanish experts from the sector will meet and share their vision of the sector as it is today. 

The topics discussed and the group of experts that will make up each of the discussion tables will be the following: on the first day, on 10 September 10, the topic will be “Innovation in the world of fashion” (sponsored by Samsung and recorded with Samsung Note20 Ultra). The following speakers will take part: Andrés Aberasturi (Curator of Samsung EGO), Carles Moré (Creative Director of CROWD Studio), Nacho Martín (Design Director of Fjord, co-founder of Mi5VR and former-director of IED Innovation Lab) and Paula Serrano, winner of the last edition of the Samsung EGO Innovation Project award. On 11 September, the Fashion Talk will be "Marketing in the Post-Covid-19 era" (sponsored by Mercedes-Benz), by Benito Jiménez (Marketing Director of Mercedes-Benz Spain). The participating speakers will be Quico Vidal (CEO of the Strategy and Brand Development consultancy, Nadie) and Louis de Saint Michel (General Manager of Andres Sarda).  "National Crafts, Industry and Commerce " (sponsored by Mar de Frades) will be the third of the topics to be discussed. The event is scheduled for the third day with speakers Remi Sanz (Global Brand Manager of Mar de Frades), Pepa Bueno (Executive Director of ACME), Eduardo Zamácola (President of ACOTEX) and Imanol Martínez, (Director of Marketing & International Business Development at FICE). Finally, on 13 September, the topic of discussion will be "The new calendar of the fashion industry" with Nuria de Miguel (Director of Mercedes-Benz Fashion Week Madrid), Esther García (Executive Director of ESMA), Alejandro Palomo (Creative Director of Palomo Spain) and Leticia García (Editor-in-Chief of fashion at S Moda (El País)).


The platform will include a selection of workshops, where well-known creators from the world of fashion and lifestyle will teach skills related to their disciplines. On 10, 11, 12 and 13 September, users will be able to access the workshops to make simple creations and discover practical ways to take up the fashion upcycling trend with designer Pepa Salazar, floral decoration with Cordero Atelier, jewellery and accessories with Rubén Gómez, co-founder and creative director of BIIS, and cocktails with bartender Óscar Solana and premium mixer brand Royal Bliss. All the workshops will be available every day on the MBFWMadrid digital platform at 11.00-


Another of the big innovations on the MBFWMadrid digital platform will be the Streetstyle section, where users will get the latest news on what guests to Madrid fashion week are wearing to the shows. The daily streetstyle galleries will show off inspiring looks and the season's essential items from those in the know about fashion.