EGO, a platform for up-and-coming fashion designers, is a biannual event organized by IFEMA within the framework of MERCEDES-BENZ FASHION WEEK MADRID, the leading showcase for the Spanish fashion industry around the world.
EGO was born with a goal to promote new designers who understand fashion as a form of expression and as a discipline that is part of the culture of the time with the final goal of reaching the street being accepted by society and thus continuing the path of evolution of discovering new styles and innovating trends.
A space to gather and show alternative ideas that stop being concepts and are turned into trends after research and design to offer the ever-changing world of fashion.
Today, the original philosophy is more alive than ever. EGO considers that fashion creation is a process whose inspiration is born and ends on the street, when the collection is put up for sale. Therefore, Ego renews its commitment to the values of design and understands fashion as a balance between creativity, innovation, technique and functionality.
Since September 2008, the show has been held on the same stage and during the same dates at Mercedes-Benz Fashion Week Madrid at Feria de Madrid. With the belief that a garment makes sense once a person decides to dress with it, the EGO showroom is a space where young creators exhibit their collections and direct to public sales are open during the duration of MBFW Madrid.
Since the September 2013 edition, EGO has been renamed SAMSUNG EGO with the incorporation of Samsung as a Technology Partner. An important platform for young designers in the country, it begins a new journey with a strong commitment to innovation with the help of the technological company that sets the trend at this time. As a meeting point between fashion and technology that takes its maximum expression in its Samsung EGO Innovation Project prize, aimed at research in the field of fashion. Specifically, this prize aims to award an innovative project in relation to technology applied to fashion in any of its facets (fabrics, clothing, accessories, staging, ...).
How to participate?
Since February 2013, Mercedes-Benz Fashion Week has announced a prize among the designer for those participating in the SAMSUNG EGO catwalk called MERCEDES-BENZ FASHION TALLENT award.
This prize gives the winner the chance to show his collection on one of the international catwalks sponsored by the brand. A jury of experts in fashion is responsible for selecting the winning designer, whose name is released on the same day in which the parades take place.
Samsung Ego Innovation Project Award
Showroom July 2019
D The Brand
Mal Studio Project