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MOMAD brings together the fashion industry with the most complete proposal in southern Europe

• Organised by IFEMA, the trade fair, from 6 to 8 February, brings together 800 national and international brands to present their proposals for Autumn-Winter 2020/21 and Fast Fashion for Spring/Summer 2020 • The fair continues to focus on sustainable fashion, with its specialised Sustainable Experience area, and will feature the winner of the second “Fashion, Sustainability and Business” Contest

05 Feb 2020

The fair will incorporate multiple activities and the Momad Forum will analyse challenges in the sector such as omnichannel sales, online marketing, window dressing, new sales channels, etc.

Retail fashion sales in Spain increased by 1.2% in 2019 to around €18 billion

Madrid, XX January 2020.- The Fashion and Apparel industry meets from 6 to 8 February - Thursday to Saturday - at MOMAD, International Textile, Footwear and Accessories Exhibition, organised by IFEMA, with the most comprehensive presentation of sales and trends in southern Europe. This great event of the Fashion sector in the Iberian Peninsula will bring together in Feria de Madrid more than 800 national and international brands from the worlds of fashion, women's and men's clothing, footwear and accessories. So once again this year it will be the major rendezvous for professionals of the sector to announce all next season’s new features for the various styles and occasions and to strengthen their relationships with the sales channels.

MOMAD will bring together proposals for Autumn-Winter 2020/2021 and Fast Fashion for Spring/Summer 2020, for different styles and occasions: evening, special events and ceremonies; leather and fur fashion; lingerie; sustainable fashion; swimwear and beachwear; casual; urban street; city wear and urban outdoor, among others. In addition, with an extensive parallel programme of activities and conferences, it will provide a boost to innovation and knowledge as well as marketing.

The next edition of MOMAD will feature the participation of prestigious national firms, as well as major international exhibitors from Italy, France, Germany, Portugal, the United Kingdom, the Netherlands, Denmark, Greece and Colombia. Among the firms participating are Corty Bennett, Peletería Campoy, J&M, Banhof, Vidorreta, Azarey, Exe, Menorquinas Popa, Javier Simorra, Alba Conde, Altonadock, Vilagallo, Olga Santoni, Pisonero, The Extreme Collection, Hammerhoj Design, Castor Sunglasses, Maite By Lola Casademunt, Chicback/Chicback, Nekane y Nud, Carla Ruiz and Matilde Cano.

The fair, the main reference and showcase for the fashion, accessories and footwear sector, will be held from Thursday to Saturday from 9.30 a.m. to 7 p.m. (the last day to 6 p.m.) in IFEMA pavilions 12 and 14.

Commitment to sustainable fashion

MOMAD February 2020 will continue to bet on sustainable fashion to respond to the new needs of the market, with a broad offering from the participating firms in the Sustainable Experience area. In addition, on this occasion, the winner of the second “Fashion, Sustainability and Business” Contest organised by MOMAD, Marita Moreno, will exhibit her new collection, as winner of the prize for the best sustainable collection.

The Portuguese designer, who launched a vegan line in 2017, has now come up with an equally daring footwear proposal. In her latest work project she focuses on design, without neglecting sustainability - which we can see in the material used: discarded pineapple leaves. The leather used by Marita Moreno has not been treated with heavy metals and, in addition, the designer works intensively on her recycling line, using the left-overs from previous collections.

The companies participating in Sustainable Experience are examples to follow in a market that is committed to environmentally friendly production and social and economic responsibility. The project places MOMAD among the major commercial fashion events on the international calendar, with a special emphasis on new market opportunities.

Support for entrepreneurship

As in previous editions, support for entrepreneurship will be another of MOMAD's hallmarks, which will be confirmed by the presence at the fair of the winners of the fourth edition of the MOMAD Talents by ISEM CONTEST. An event that offers a platform for promotion and visibility to young entrepreneurs and businesses wishing to publicise their creations and designs of clothing and/or fashion accessories for the next season.

On this occasion, ANHET and Ana Ortuondo were the winners of the competition organised by MOMAD, in collaboration with ISEM Fashion Business School - Spain’s first business school specialising in fashion. In selecting the winners, the panel took account of the criteria of originality and creativity, novelty and exclusivity, and design quality.

The two winners will have the opportunity to exhibit their new collections, as well as other clothing designs and/or accessories of their creation, at a MOMAD stand. In addition, the first winner will also have the opportunity to attend ISEM’s Fashion Digital Marketing Programme with a scholarship grant of 50% for 2020. The awards ceremony will take place in MOMAD on Thursday 6 February at 10:30 a.m. at stand 12E03 (hall 12), in an event that will be attended by all members of the panel.

Activities and conferences

MOMAD will also have an intense and outstanding programme of activities and technical and professional conferences, which will accompany the commercial development during the three days of the fair. These include the Momad Forum, sponsored by Correos (state-owned postal service), which will be located in Hall 12, with interesting presentations that will analyse the main issues and challenges of the fashion sector.

On Thursday 6th Gisela Fortuna, of MODAESPAÑA, will speak at the Momad Forum on “Business ideas in fashion”; Andrés de España, of 3 DIDS, will explain “how to sell Omnichannel in a controlled way”; Carmen Bazán, from ESSDM-Sevilla Fashion School, will give a presentation on “Organise your own event: Inauguration, Seasonal Presentation and Customer Loyalty” and Raúl de la Vega, from Correos will talk about “How Correos can help you increase your income through other channels.” Isabel García, from ISEM, will focus on “Management of the intangibles of a fashion company”. Pau Lepage, from TLG, will present “20 Tips to multiply your online sales in 2020”; Juan Carlos Lancha, from ESSDM-Sevilla Fashion School, will focus his presentation on “Visual Retail & Store Window Dressing”; and Rubén Blanco, of HEY AV, will focus on “The latest sales channel: Instagram Shopping.”

On Friday 7th, Justine Hamelin, from Peclers Paris , will present a preview of the new trends in Women's Fashion - Spring/Summer 2021 , with the motto Be strong, be feminine, be sensual, be yourself!, Manuel Amat, from La Tiendología and Maite Albañil, from MA Retail Consulting, will talk about “The 6 key pieces for Building a Successful Fashion Business” and Blanca Delgado, from ESSDM-Sevilla Fashion School, will focus her presentation on “Neuromarketing”. José María Ibáñez and Fernando Reguero, of MODAESPAÑA, will explain “How to create value in the supply chain of fashion companies”; and Bere Casillas will refer to “Male Tailoring of the 21st Century: From the inch to the pixel”. Juan Enrique Tribaldos, of Mediterranean Fashion Beach (MFB), will undertake the “Presentation of the 2020 National Swimwear Fashion Prize for New Talent Catwalk”.

Green Saturday

Saturday 8 February will be dedicated to sustainability, with the celebration of GREEN SATURDAY. In the morning, Marina López, from AMSE and Carmen Torres, from MODAESPAÑA, will talk about the “Incorporation of the Sustainable Fashion Association of Spain into ModaEspaña”, with Susana Vela as moderator; and Ana Belén Muñoz, of INESCOP (Footwear Technology Centre) will explain how to “Implement sustainability in the footwear sector”. Belvis Soler, of LUXIDERS, and Triana Alonso, of FASHION NETWORK will participate in a debate on “2019, year of pacts and agreements in the textile industry”, moderated by Gema Gómez.

On the same Saturday afternoon, Blanca Gómara, from B2FABRIC, will focus her presentation on “Textile strategy: thinking from the future”. For their part, Gema Gómez, of SLOW FASHION NEXT, and Santiago Martínez Losa, from MERAKII, will discuss “Reinventing, new business models”, in a meeting moderated by Susana Vela.

Multiple proposals

The most innovative brands will show their collections on the MOMAD Catwalk, offering all the inspiration to optimise the visit. On Thursday 6 February MIMAO, Fresh Cotton, & Me, Viriato and Tartaruga will parade; on Friday 7, ITKIB (Istanbul Textile and Apparel Exporter Associations), Skulk, Natural Etnic, 000 Mar R. Reina, Laura Vita, Alenia and Loco Luxo and on Saturday 8, AMSE (Association of Sustainable Fashion of Spain), Coline, Flores Muñoz, La Cottonniere and Atelier Costa. On Thursday and Friday towards closing time the catwalk space will be occupied by MOMAD TALKS, where outstanding and very interesting content regarding media will be imparted. On Thursday, Bea Valdivia, from Woman Madame Figaro Magazine will focus on “Fashion Publishers”; and on Friday Natalia Fernández, Head of Retail Solutions Iberia of Board International, will talk about “Integrated Retail Planning”.

As a new item, MOMAD will feature “MOMAD SOLIDARIO”, which will cover aid activities relating to the world of fashion and beauty. In addition, as in the previous edition, the fair will make available to the public the Retailers Guides, a catalogue of qualified professionals in fashion that will guide visitors in the search for new products, trends, styles, colours, qualities and activities, and which will be located in both pavilions.

The event will also once again feature the Momad Wardrobe. During the fair several Instagrammers will create outfits to wear for different occasions, using clothes from the stands of the trade fair. So they will be touring the fair in search of the most daring and current looks with which to set trends. The outfits will be uploaded to the social networks of the event, labelling the participating brands.

As well as this, there will again be a television studio, MOMAD TV by Stilo, which will be located in Hall 12, and thanks to which it will be possible to follow live, through the social networks of the fair, interviews with the most important personalities and brands at MOMAD. Meanwhile, the Press Corner will welcome such publications as AF.MAG, FASHIONJOBS, FASHIONUNITED, GLOBAL FASHION EXPORT, MODEM, NOTICIERO TEXTIL, PINKER MODA, PRENSAPIEL, PUNTOMODA, STILO, TEXTIL Y MODA AND WOMAN.

Visitors will also be able to see an exhibition by students of the CSDMM-UPM (Higher Centre for Fashion Design of the Polytechnic University of Madrid). And discover the proposals of Moda España at the stand of the Confederation of Fashion Companies of Spain. The fair will also feature Fashion Jobs: Professional meeting point.

The sector resumes its growth trend

The textile trade has weathered the storm and is powering forward. After four years without growth, retail fashion sales in Spain increased by 1.2% in 2019 compared with the previous year, to around €18 billion. Thus this sector continues to consolidate its importance in the Spanish economy, representing about 13% of total trade and 3% of the country's GDP. Furthermore, both exports and online sales also continued to grow during the past year. Exports increased by 2.5% in 2019, to €17.1 billion, while online sales reached €1.8 billion, 8% of the total fashion sold in Spain. This emerges from the data provided by various sector organisations, contained in the short-term economic report on this industry on the occasion of the forthcoming edition of MOMAD.

More information at ifema.es/momad