All faces of fashion, in Momad February 2019

The good pace of exports and the consolidation of electronic commerce boosted the textile and clothing industry in 2018 

The Fashion and Clothing industry in all its dimensions meets from 8 to 10 February in Momad, Fashion in Madrid, a show organised by IFEMA, an edition that again reinforces its role as the largest trade and trend forum for the Fashion industry in the Iberian Peninsula. For a few days, IFEMA-Feria de Madrid Halls 2, 12 and 14 will become the core of the business, where nearly 800 brands present their offers for Autumn/Winter 2019-2020 and Spring-Summer 2019.

After working for the past few years as the umbrella brand that encompassed the Momad Metropolis and Momad Shoes shows, Momad is evolving as a brand and from this edition on, it will give its name to the leading fair for professionals in the Fashion and . Clothing sector, where the footwear and accessories brands that wish to associate with fashion retail also have a place. 

Momad is located in IFEMA-Feria de Madrid Halls 2, 12 and 14, and brings together the offers for Autumn/Winter 2019-2020 and Fashion-Ready for Spring-Summer 2019, classified by Fashion styles, in the sectors Leather and Coat; Urban; Casual; Man; Party; Contemporary; Metro space; Footwear, Accessories; Lingerie and Bath; Large sizes; Sustainable Fashion and Momad 4.0. 

One of the most relevant data of this edition is the renewal of the offers of the show, by including 34.5 por ciento of new brands, fully adapted to market trends, which add their proposals to those of companies that regularly exhibit at the fair. Thus, the total of firms participating in this edition includes these outstanding examples: Emme Marella, of the Max Mara group; Vila and Object, from the Best Seller group; Hanibal Laguna Pret a porter; Corty Bennett; Devota & Lomba; Weill; Md'M; Pati Conde; Lion of Porches; Miguel Marinero, Cupid Killer, Lola Casademunt, Fyord, Gloor, Miguel Mercedes - celebrating its 30th anniversary -, Alba Conde, Veneno en la piel, Celop, Nekane, Calzados Victoria and Kickers. 

On the other hand, Momad has, as in previous editions, an important programme of International Buyers, which will contribute to the promotion, invigoration and internationalisation of the exhibiting companies. A total of 36 companies will participate in this edition, from Chile, Colombia, Ecuador, Mexico, Panama, Peru, Dominican Republic, China-Hong Kong, Slovakia, Greece, Ireland, Czech Republic, Russia, Israel, Jordan, Lebanon, Qatar and Turkey.   

Strong commitment to Sustainable Fashion

At this edition, the Fair is strengthening its commitment to Sustainable Fashion. The favourable evolution of the Sustainable Experience area, focused on this market segment, is reflected in the increase of the surface area requested by the exhibitors for their stands, while confirming the growing demand of this fashion segment in the national and international markets. In line with the last event, about thirty well-established companies will participate in this edition which are considered benchmarks for the industry, and are committed to an environmentally-friendly production, while offering responsible social and economic criteria. The sectors represented in this area are Women, Men, Children, Footwear, Leather Goods, Swimwear, Jewellery, Accessories, Glasses, Watches and Auxiliary Industry.

This space will exhibit the offerings of the firms Hammerhoj , Skbags & Gifts, Anuscas Family, Root Sunglasses & Watches, Intiferreira, Sole, Ray Moss, Beatriz Constan, Coeli, Original Art, Susana Álvarez Berlin, Tadoro Tuduri, Blue Dolls, Castor Sunglasses, Coba Complements, Gogopower, Nehcaa, Star Love, One Oak, D The Brand and El Naturalista.

In addition, as a novelty, Momad is launching the MOMAD Award "Fashion, Sustainability and Business". In the Momad Forum, on Saturday, February 9 - a day dedicated to sustainable fashion, the attendees to the presentations will have the possibility of being awarded with tickets to attend the 8th Slow Fashion Next Sustainable Fashion Event in the Costume Museum of Madrid, on 5 and 6April, sponsored by Momad, amongst others.

In addition, , in the next edition of the Contest, Momad will reward the company or designer, participating in this edition, that presents the best Sustainable Fashion collection with a free stand at Sustainable Experience.

Momad 4.0

As in previous editions, Momad continues to promote innovative solutions with distinctive value for the Fashion industry in the Momad 4.0 area. This time, Momad 4.0 is located at the head of Hall 2, next to the connection with the Bisutex trade show. In this new location, it includes the space "Brands Connection", where the exhibiting brands will have the opportunity to project their multimedia contents and the attendees will be able to enjoy an interactive experience.

The exhibiting companies at Momad 4.0 will offer e-shop fitting (equipment for the point of sale) from the hand of firms such as Instore and Tepima, as well as software and technology solutions, from the company Lectra, and advice and communication in e-commerce, with the agency TLG Commerce.

New business strategies

In parallel to the commercial activity Momad will include a large conference programme, that will analyse the new strategies of the fashion business based on Digitalization and Sustainability, in addition to multiple training activities, workshops and events. Thus, on the one hand, the trade show will develop a new edition of the MOMAD Forum. Located in IFEMA Hall 12 (premium Wi-Fi zone), this area of knowledge dissemination of the show will have a programme of activities that will help the professional find useful tools and resources to face the new market challenges, with the support of outstanding experts. Momad 4.0 will take part in the opening day of the MOMAD Forum on 8 February, with an extensive programme of presentations focused mainly on Innovation, Digitalization and new trends. The second day (Saturday 9) will focus on Sustainable Fashion, with a large number of presentations having Sustainability based on Innovation, Technology and Entrepreneurship as their common thread.

Likewise, on Friday at 2:00 p.m. at the MOMAD Forum, the international fashion agency Nelly Rodi will share the keys to the fashion of the new season with the attending professionals, and the Villanueva University Centre will present an activity focused on Fashion Films, the new content generation strategy for fashion firms.

Also, the Momad Catwalk will be running a complete programme with 10 fashion shows distributed over the three days of the fair. Among others, The Extreme Collection individual fashion show will be held on Friday 8, at 2:00 pm; the Ibiza Fashion Adlib fashion show, on Friday 8 at 6:00 p.m. and the Amse fashion show, Sustainable Fashion Association of Spain, on Saturday at 6:00 p.m. 

The activities programme of this edition will also include various training activities, workshops and events. 

Presentation of National Swimwear Fashion Award to new talents of ModaEspaña

On Friday, 8 February, there will be a press conference (4:30 p.m.) to present the 10 finalists of the National Swimwear Award for new talents of ModaEspaña 2019 in its 2nd edition, as well as to present the latest novelties of the Catwalk of this award, which will be held on the beaches of Benidorm on Saturday, 29 June, and where the National Award for the best swimwear collection 2019 will be presented. This initiative represents a commitment to excellence in teaching in this country and to the talent of the new generations of fashion designers in Spain.

Access to each hall

As an innovation at this edition, visitors can directly access each of the halls of the fair, without having to pass through Hall 2, as in the last two editions. Likewise, the professionals will also have direct access to the Momad halls from the back of Hall 4, where Bisutex, the International Costume Jewellery and Accessories Show will be held simultaneously.

In addition to Bisutex, MadridJoya, the International Trade Fair of Urban and Trending Jewellery and Watchmaking, and Intergift, the International Gift and Decoration Trade Fair will be held on the same dates and in the same location as Momad. This convergence will generate important synergies between all the halls and will enable the visitor to go through all the fair halls with a single pass. 

On the other hand, in this Momad edition, the two new creators - Alabama Banana and A Capa y Espada - winners of the MOMAD Talents Contest, will be taking part free of charge with a stand, promoted by the show to support young designers. 

Also, as on other occasions, Momad will be dedicating a space to personal care, aimed at exhibitors and visitors. Thus, Momad Barber's Shop will offer a stand open to exhibitors and visitors, to try out barbershop services and, as a novelty, Momad Beauty Corner by Tachi, a space dedicated to beauty (hairdressing, nails and make-up) will be presented.

Market prospects

Exports and electronic commerce in 2018 boosted the textile and clothing industry in 2018, marked by volatility and new consumer habits. The industry's production reached 10,796 million Euros, 1.5 por ciento more than in 2017, according to CITYC, while on-line sales increased by around 10 por ciento in 2018, according to FEDECON. A study by EAE Business School indicates that the per capita expenditure on clothing in Spain in 2018 was 429.3 Euros, in 2019, it will be 438.5 and by 2023 it will grow 16 por ciento. The same report points out that spending on clothing and footwear in this country during the past year increased by 5 por ciento to 31,861 million. On the other hand, ACOTEX warns that the industry should cease its continuous campaigns of promotions and discounts.

For its part, the fur industry is progressing positively. In 2018 exports of hides increased by 21 por ciento to 11,927 million euros; those of tanned hides by 18 por ciento to 57,485 million, and fur coats and accessories by 23 por ciento to 11,472 million, according to data provided by the Spanish Fur Association (SFA).

Autumn / Winter 2019-2020 Trends

Geometric patterns, fine wools and shaved-fur coats , as well as a reinvention of the eighties-spirit suits and a return to the Art Nouveau style, are some of the trends that will mark the Autumn-Winter 2019-2020 season, according to the preview by Nelly Rodi, a leading company in the fashion industry, on the occasion of the MOMAD event. Its trend preview for the Autumn-Winter 2019-2020 season comprises four main lines: Master, Ride, Oddity and Spirit.

The Momad event will be open from 9.30 a.m. to 7 p.m. on Friday and Saturday, and from 9.30 a.m. to 4 p.m. on Sunday.