MBFWMadrid begins the countdown to the celebration of its 73rd edition, marked once again by the hybridization of its contents. The dates with the largest gathering of Spanish fashion will be from 8 to 11 April in Hall 14.1 of IFEMA. This is an edition that will take place under strict security measures and with a restricted capacity of 24% of its capacity, as already occurred in its September 2020 edition, an important milestone as MBFWMadrid will become the first international catwalk in 2021.
A total of 22 creators will present their collections in Pavilion 14.1 of the Madrid Fair. The official calendar of this upcoming Spanish fashion event, organized by IFEMA along with the Madrid City Council, is comprised of 14 renowned designers, whose fashion shows and presentations will take place on 8, 9 and 10 April. 11 April will once again be dedicated to young creators, who will star in a special edition of the Allianz EGO program, with 8 fashion shows.
The dynamics of the presentations of this edition’s calendar will be based on a hybrid format, in which runway shows will alternate with innovative formats such as performances and fashion films, as well as audiovisual projections of the collections and off-site runway shows, all endorsed by the MBFWMadrid Fashion Committee, the event’s advisory body.
Thursday, 8 April
The first day will feature collections in different formats, with unique and carefully staged presentations. Andrés Sardá and Maya Hansen will present their collections combining the on-site part on the catwalk in performance format, with the projection of their fashion films. Pablo Erroz and Otrura will participate for the first time in MBFWMadrid, presenting their collections in a live fashion show, supported by audiovisual elements. Fernando Claro will make a presentation in a performing format with five models.
Friday, 9 April
Likewise, the second day of the 73rd edition of MBFWMadrid will be a day with on-site fashion shows as the only format, accompanied by audiovisual projections. Ágatha Ruiz de la Prada, Hannibal Laguna, Custo Barcelona, Maite by Lola Casademunt and Brain & Beast will be the five names in charge of exhibiting their collections on the catwalk before the public, as well as the possibility of following them through streaming, on the official website of the catwalk.
Saturday, 10 April
The last day dedicated to established designers will also be a full day of fashion shows. Angel Schlesser will open Saturday’s schedule, followed by Isabel Sanchís (a designer returning after her debut in the September 2020 edition), Ulisés Mérida and Maison Mesa, who will close Saturday and the program of the established creators’ runway shows.
On the same day, the L'Oréal Paris Award for the Best Collection of a designer and the L' Oréal Paris Award for the Best Model will be presented after the last fashion show. These are awards with which the brand recognizes the work behind each garment and each look, as well as the talent of all the teams.
In addition, the official hairdressing brand of MBFWMadrid, on the occasion of the celebration of the 50th anniversary of the creation of the legendary slogan “Because We Are Worth It,” will present a very special event on the same day in collaboration with the winner of the L'Oréal Paris Award for Best Collection last September, Angel Schlesser.
On Sunday, 11 April, the design of young creators will provide content to the EGO Program, which this year has the support of its new official sponsor, Allianz insurance, bringing together the collections designed by the most outstanding names of the new Spanish fashion talent pool, within the framework of the Allianz EGO program. This event continues its commitment to ethical and sustainable fashion, a highly valued feature when selecting the candidates for the Allianz EGO program.
The day will begin with the double presentation of Guillermo Décimo and Corsicana, and then continue with the double presentation of Rubearth and Reparto Studio, and Sergio Villasante and Velásquez. The Allianz EGO program will be rounded off by the collections of Georgiela Studio and Montenegro. Allianz thus begins a new path in the largest national fashion event by supporting the most innovative emerging firms.
At the end of the day, Mercedes-Benz will present its Mercedes-Benz Fashion Talent Award. Mercedes-Benz Fashion Talent has now awarded the talent and creativity of young Spanish designers seventeen times. The award will consist of a cash prize of €3,000.
Quality Content in a Digital Strategy
Exclusive, high quality and highly targeted content for those interested in fashion and lifestyle will be available on the MBFWMadrid website from the beginning of the week and will be updated daily. It will be possible to follow the rebroadcasting of the fashion shows in streaming or view them on demand at other times; watch the exclusive online presentation of collections in fashion films and videos of the participants in the off-site format, along with other digital experiences as well a beauty content; learn what happens in the studios of the designers days before their presentation on the catwalk, and other behind-the-scenes content, accessible to users visiting the official website of MBFWMadrid.
Despite the current complex economic environment derived from the pandemic, the business sector has not ceased demonstrating its commitment and support to Spanish fashion and its creators. Thus, the April 2021 edition of MBFWMadrid boasts the outstanding sponsorship of 15 brands, which have once again placed their trust in Spanish fashion. Thus, Mercedes-Benz, L'Oréal Paris and Inditex continue as the main sponsors; Allianz, Iberia, Oppo, MÓ de Multiópticas, as sponsors; and Klarna, ESNE, GHD, Larios 12, Vegamar, Solán de Cabras, Mascarillas Béjar and UNISA, as collaborators.
Likewise, for the second consecutive edition, L'Oréal Paris will assume 50% of the designers’ participation fee as it did in September 2020, reinforcing its commitment to the fashion industry at this time.
As in every event involving the great platform of Spanish fashion, MBFWMadrid has an interesting off-site program every day the event is held (from 8 to 11 April). Thus, renowned designers of the national scene will participate with different formats in various locations in the city of Madrid. Roberto Verino, García Madrid, Eduardo Navarrete, Ernesto Naranjo, Yvan Andreu, Pilar Dalbat, Dominnico, Zap&Buj, Odette Álvarez and María Lafuente comprise the off-site program of MBFWMadrid. ESNE with its Green Patio collection and the Centro Superior de Diseño de Moda Madrid (CSDMM) are also participating.
The Strong Commitment of the Madrid City Council to Spanish Fashion
As a special novelty in this edition, the strong support of the Madrid City Council is added as a sign of its commitment to Spanish fashion, through the sponsorship of the MBFWM catwalk and the various activities and events that will converge simultaneously around the same dates. Thus the City Council reinforces its commitment to the design industry and transforming the city of Madrid into a major European benchmark for designer fashion.
In this way and under the same roof, the Madrid is Fashion initiative, organized by the Association of Creators of Fashion from Spain (ACME), with the support of Madrid Fashion Capital, will carry out, as usual alongside the MBFWMadrid catwalk, a set of activities in different parts of the city, with fashion as the main theme. With this involvement, the Madrid City Council will participate in various activations that will lend visibility to Madrid as the epicenter of Spanish fashion.
Strict Safety Measures
The Catwalk will take place in a particularly safe environment. To this end, IFEMA has elaborated an ambitious protocol that brings together all the necessary measures to organize the flow of attendees and their mobility; to establish capacity controls; interpersonal distances; the elimination of direct contact through digital registration; the taking of body temperature; the widening of aisles, and the incorporation of the latest technologies for counting attendees, and especially for air renewal in the pavilions, among other innovations in this field.
Click here to learn about all the measures carried out by IFEMA.