MMBFWMadrid adds new presentation formats as part of its new strategic stage
The fashion event will feature new ways of showcasing collections, with more flexible and customisable options, in harmony with developments and opportunities in the fashion industry. Designers and brands can sign up to participate in the upcoming edition of MBFWMadrid until 27 June.
Mercedes-Benz Fashion Week Madrid is continuing on its path to transformation during its 40th anniversary year, providing designers with a new means of expression: a greater diversity of presentation formats. This initiative shows a desire to give designers a more flexible, artistic tool for showcasing their collections.
These new formats aim to provide creative alternatives to traditional catwalk shows, offering a more intimate and conceptual narrative that allows each designer greater freedom of expression. Through live presentations, theatrical installations, performances, and even hybrid formats, the collections become immersive experiences that break with the usual codes traditionally seen on the runway.
As part of the new strategy, new participation formats have been introduced for designers and brands within the official calendar. The aim is to offer alternatives that suit different creative and strategic moments, while always maintaining the professional standards of the runway: international visibility, media coverage, and engagement from press and buyers.
New presentation formats
- OFF catwalk day in a unique and emblematic venue in Madrid:
This new initiative, focused on international expansion, will coincide with the launch day of MBFWMadrid. All this days shows will be hosted by the same symbolic venue, featuring designers with significant global relevance. The aim of this feature is to strengthen the connection with the city and its culture.
- Static Performance Presentation:
The second catwalk show in Hall 14.1 of IFEMA MADRID will once again open its doors to showcase this new exhibition format, which can include a combination of mannequins, theatrical elements, and audiovisual materials. This approach enables a close-to-the-public display that includes invitations for attendees and the press, as well as prominent visibility on digital platforms, social media, and media coverage, all while supporting the designer.
- Performance Presentation with Models:
This proposal will also take place on the second runway in Hall 14.1 of IFEMA MADRID and will feature a live performance by up to eight models. The format includes makeup and hairstyling services, live streaming, invitations, editorial and digital coverage, as well as comprehensive support before, during, and after the event. It is designed to inspire distinctive, immersive content aligned with the contemporary language of fashion.
Designs presented under this new scheme will undergo a technical and curatorial review to ensure their feasibility within the overall framework of MBFWMadrid. With this, the production team will provide personalised support, always respecting the designer's artistic vision.