THE NEW MERCEDES-BENZ FASHION WEEK MADRID BROUGHT TOGETHER MORE THAN 50,200 PEOPLE
• At its 55th edition, Madrid catwalk sported a new name and brought its dates forward by two weeks, thus effectively opening the international circuit of fashion shows without coinciding with any other leading event of its kind.
The 55th edition of the Madrid catwalk confirmed once again its status as the most important showcase for Spanish fashion on the current circuit. In total, over a period of five days, 50,263 people visited Hall 14.1 at Feria de Madrid to gain a first-hand glimpse of the new fashion ideas for Autumn-Winter 2012 and the latest new features from the sponsoring brands taking part with their stands in the Cibelespacio Area.
With its new name – MERCEDES BENZ FASHION WEEK MADRID (MBFWM) - and a series of significant new features, this grand platform for creation and design in Spain, organised by Ifema, brought together from 1st to 5th February a total of 44 designers who presented on the catwalk their collections for Autumn-Winter 2012/13, whilst 45 up-and-coming designers exhibited their latest ideas at the EGO Showroom in CIBELESPACIO, featuring direct selling.
The main new feature at this edition consisted of the dates that have been chosen for the event, as well as the Week's staging between Wednesday and Sunday. This was a new departure because Fashion Week had taken place between Monday and Friday up until now. The Madrid catwalk decided, together with the Spanish Fashion Designers Association (ACME), to bring its dates forward in 2012, thus enabling the fair to open the worldwide circuit of fashion events, ahead of New York, London, Milan and Paris. It also means that the Madrid Week can avoid coinciding with other important international fashion meetings, as has been the case over the last few years.
At its February 2012 edition, MBFWM maintained its policy of presenting its fashion shows to the largest number of fashion enthusiasts, not only in Spain, but anywhere around the world. In this sense, the fashion shows were once again broadcast live, on this occasion through the event's new web site, www.mbfwmadrid.ifema.es. In addition, as at September 2011 edition, between each live catwalk, a complete programme was offered, replete with interviews with the star figures on each day of the fair and various other reports. During its staging, the web recorded 49,122 visits. These users connected via their computers and mobile devices in order to follow both the fashion shows and the specific complementary programming available through this channel. Now that the Week has concluded, both the fashion shows and the events that formed part of the complementary programming can be viewed on the MBFWM web site, on demand and in recorded format at the moment chosen by the user, simply by clicking on the tab, "DESFILES" ("FASHION SHOWS").
Furthermore, the new web site, mbfwmadrid.ifema.es, recorded some 268,785 pages viewed and a total of 78,487 visits by users from 118 different countries. Spain, the United Kingdom, the United States, Mexico, France, Germany, Italy, Argentina, Colombia and Brazil were the countries, listed in order of importance that contributed the largest numbers of users for Madrid Fashion Week's web site.
What is more, at this edition MBFWM maintained the same online coverage as at previous editions, through Facebook (facebook.com/mbfwmadrid) and facebook.com/soycibelino) and Twitter (twitter.com/mbfwmadrid), offering a minute-by-minute report of everything that took place throughout the Week's six-day duration, both on and off the catwalks. In addition, various competitions and other activities were organised through these pages, making both sites a key point of reference for obtaining periodic information regarding Spanish fashion. The active presence promoted by MBFWM was also maintained on Tumblr, which is a social media that enjoys a strong following among fashion enthusiasts, and Tuenti, the social network for the youngest target groups, who are becoming increasingly interested in the latest new trends. Furthermore, EGO once again offered its own application for iPhone and iPad.
The Fashion Show Schedule was opened on this occasion by the Galician designer, Roberto Verino. It concluded with a double fashion show presented by LE and River William, two of the young designers taking part at EGO. For the first time, the jewellery firm, Aristocrazy, which is positioned within the affordable and fashionable luxury jewellery segment, presented its collection on the catwalk in Madrid. For its part, the fur fashion show at this edition brought together the creations of Jesús Lorenzo and Miguel Marinero.
The EGO fashion shows took place on the last day of the event
As at the last few editions of the Week, the fashion shows of the thirteenth edition of EGO, featuring Burger King as the main sponsor, took place on the last day of MBFWM, namely Sunday 5th February. The programme was made up of five double fashion shows featuring the collections of 10 young designers belonging to the new generation of fashion talents in Spain. Out of the total number of participants, 5 designers took part for the first time, whilst the other 5 repeated their involvement. With thirteen editions behind it, including this one, EGO has featured the participation of a total of 86 young designers since IFEMA created this initiative back in February 2006.
Mercedes-Benz Serves As the Main Sponsor
The sponsoring brands at the 55th edition of Madrid's catwalk presented higher levels of involvement, visibility and commitment compared to previous editions of the event.
Mercedes-Benz served as the main sponsor at this edition, acquiring the naming rights for the event following the collaboration agreement that has been signed by IFEMA and the German vehicle make. This agreement seeks to promote the international development of the fair, as well as strengthening the German vehicle make's links with the world of fashion and new trends, a strategy it has pursued throughout the rest of the world.
For its part, L'Oréal Paris served as the other main sponsor at Madrid's catwalk. This company is the most renowned beauty care firm on the international fashion circuit and, once again on this occasion, will act as the Official Hairdresser and Make-Up Artist at Madrid Fashion Week. The firm once again played a leading role on the Madrid catwalk by attending to the hair and make-up of the models in each show and adding the final touch to every collection. Furthermore, the Madrid's catwalk once again provided the setting for the Awards sponsored by L'Oréal Paris, the Official Make-Up Artist and Hairdresser at Fashion Week Madrid. The Award for Best Designer at EGO went to Moisés Nieto, the Best Model Award was given to Beatriz Saladich, and the Award for Best Collection on the General Programme went to Teresa Helbig.
Mahou Cinco Estrellas also joined this edition of MERCEDES BENZ FASHION WEEK as a sponsor, thus sharing its enthusiasm for design, fashion and the latest trends with this grand Spanish fashion showcase. The Spanish beer brand also served as the sponsor of the Bloggers Area at CIBELESPACIO. In addition to these brands, Absolut Vodka, Burger King, Movistar, Audemars Piguet, Canon, ESNE (Escuela Universitaria de Diseño), Special k by Kellogg’s, Rowenta, Solán de Cabras and Truvia were all keen to promote fashion, design and creation. In all cases, the sponsors carried out a diverse range of activities aimed at the public within the framework of the area known as CIBELESPACIO. This area featured a series of permanent activities, including tasting sessions, make-up and styling demonstrations, the sale of exclusive creations by young designers, etc.
Furthermore, the footwear company, Victoria, provided the shoes for the team of stewards and stewardesses at this edition of MBFWM.
For their part, the leading fashion publications were also present at this edition of MBFWM, based on their active participation in the Cibelespacio area with a series of different initiatives. Similarly, Divinity once again served as the Official Television Channel for Fashion Week, whilst Centromodaonline.com took part at the Official Portal.
The next edition of MBFWM will take place from 5th to 9th September in Hall 14.1 at Feria de Madrid. With these dates, which have been decided in conjunction with ACME, Madrid's Fashion Week will once again open the calendar of international fashion events, effectively taking place before the Fashion Weeks staged in New York, London, Milan and Paris.
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