Mercedes-Benz Fashion Week Madrid: The Showcase That Drives Creation and Design in Spain
• In total, some 41 designers will present their collections on the catwalk, as well as 20 up-and-coming designers who will exhibit their ideas at the EGO Showroom, in CIBELESPACIO, featuring direct sale to members of the public.
• The sponsoring brands at this 56th edition will present higher levels of involvement and commitment to the fair. Some eleven firms in total will support this edition, whose main sponsors include Mercedes-Benz, L'Oréal and INDITEX, accompanied by the event sponsors, Mahou Cinco Estrellas and Movistar
Spanish fashion dresses up. From 30th August to 4th September, MERCEDES-BENZ FASHION WEEK MADRID (MBFWM), an event organised by IFEMA that is considered to be a key driving force for creativity and design, will once again serve as the leading showcase for creative quality and diversity in Spain during the course of its 56th edition.
Over a period of five days, the catwalks in Hall 14.1 in the DC Area at Feria de Madrid will provide, as is customary, the best presentational venue for the latest ideas for Spring-Summer 2013 from the 41 Spanish designers taking part in Fashion Week. Furthermore, some twenty young and up-and-coming designers will present their collections for Spring-Summer 2013 in the EGO Showroom at CIBELESPACIO, featuring direct sale to members of the public.
Some months ago, MBFWM changed its initial dates, which means the event will now take place from 5th to 9th September. This change was made following the announcement by Mercedes Benz Fashion Week in New York that it was bringing its dates forward (6th-13th September), which meant that it would have coincided entirely with Madrid Fashion Week.
In this respect, the event's new dates comply with the agreement reached between IFEMA and ACME at the end of last year, to the effect that forthcoming editions of MBFWM shall not coincide with those of any of the other important fashion weeks. What is more, MBFWM shall open the international calendar, taking place before the events in New York, London, Milan and Paris.
Over and above these adjustments, the calendar at this edition of MBFWM presents a similar structure to that of previous editions, although there will one important new development regarding the staging of the EGO fashion shows. In this respect, the first few days will be set aside for the designers who form part of the Spanish Fashion Designers Association (ACME). These participants will be followed by other established designers who do not form part of the Association. The new development on the EGO Programme consists of the staging of five double fashion shows featuring talented young designers that are due to take place between Monday afternoon and Tuesday morning, instead of all on just one day, as has been the case up until now.
The EGO Showroom will also present some new developments. The original idea on which this section has been based in recent years will also evolve somewhat at this edition. In this respect, this space will not only feature a new decorative approach and layout design, but will also present an exhibition that focuses exclusively on the presentation and sale to members of the general public of a series of clothing collections by twenty designers. The work of these creators has been chosen for its originality and its contribution to the current fashion scene.
DELPOZO Opens the Fashion Show Programme
DELPOZO, the new name of the company founded by Jesús del Pozo, with Josep Font as its new Creative Director, will open the programme at this edition of MBFWM on 30th August at 7.00 pm at an emblematic venue in the City of Madrid. The concluding fashion show at this edition will consist of a double event featuring El Colmillo de Morsa and Víctor Von Schwarz, two of the up-and-coming designers taking part at EGO, on Tuesday 4th September at 1.30 pm in the Class A Room in Hall 14.1 at Feria de Madrid.
The show by DELPOZO will inaugurate the cycle of fashion shows staged by the designers who belong to ACME, which will continue up until Sunday 2nd September. The presentation of the new collection from Roberto Verino, on Friday 31st August at 10.30 am, will open the programme at Feria de Madrid at this edition of MBFWM. On this same day, Victorio&Lucchino, Francis Montesinos, Devota&Lomba,
Hannibal Laguna, Angel Schlesser and Agatha Ruiz de la Prada will present their collections on the catwalk.
Saturday 1st September will be devoted to Lemoniez, Davidelfín, Amaya Arzuaga, Teresa Helbig, Juanjo Oliva, Duyos and Miguel Palacio.
The designer, Ana Locking, will open the programme of fashion shows on Sunday 2nd September. On the same day, she will be followed by Ailanto, Roberto Torretta, Kina Fernández and 3 double fashions shows: Ion Fiz and Maya Hansen, at 4.30 pm; María Barros and Sara Coleman, at 6.00 pm and Juana Martín and Martín Lamothe, at 7.30 pm.
The runway shows staged by other designers who are not members of ACME will take place on Monday 3rd September. The day will start with the presentation of a collection by Carlos Díez and María Escoté at a double fashion show. At 12.00 pm, Sita Murt and at 1.30 pm, TCN. A double swimwear fashion show staged by Dolores Cortés and Guillermina Baeza will conclude the programme of events by established designers at this edition.
EGO Over Two Days
With regard to EGO, as a new feature the fashion parades will begin at 4.30 pm on Monday 3rd September itself, concluding with a double fashion show at 1.30 pm the following day. Thus, on this occasion the new collections from up-and-coming young talents in Spain will be distributed over two half-days.
In spite of these new developments, the structure of EGO will be the same as before, based on a programme of five double fashion shows featuring the collections of ten young designers belonging to a new generation of fashion talents. Out of the total number of participants, two have presented their collections at previous editions of EGO, whilst the remaining eight will be taking part for the first time. The new talented designers who will be repeating their participation at this edition include El Colmillo de Morsa and María Ke Fisherman, whilst the designers who will be making their debut include Ana Balboa, Arnau P.Bosch, Leyre Valiente, Eva Soto Conde, RUIZGALAN, Isabel Ruiz, As by Ana Sánchez and Victor Von Schwarz.
With fourteen editions behind it, including this one, EGO has featured the participation of a total of 93 young designers since IFEMA created this initiative back in February 2006. Their participation at this forum has provided these designers with the boost they need to continue developing their professional careers within the fashion field in subsequent years. Throughout this time, specifically four of these designers have gone on to be included on the General Fashion Show Schedule at Madrid's Fashion Week: Maria Escoté, Martín Lamothe, Sara Coleman and Maya Hansen.
For its part, MBFWM September 2012 will include an Off Programme, encompassing the shows of nine designers at different venues throughout Madrid.
Live Fashion Shows on the Web
Furthermore, at this edition MBFWM will maintain its policy of presenting its catwalks to the largest number of fashion enthusiasts possible, not only in Spain, but anywhere around the world.
In this sense, the fashion shows will once again be broadcast live, on this occasion through the event's new web site, www. mbfwmadrid.ifema.es. In addition, as at last editions between each live catwalk, a complete programme will be offered, replete with interviews with the star figures on each day of the fair and various other features. Both the fashion shows and the complementary programme can be viewed via the catwalk's web site on demand or in recorded format, at the moment chosen by the user. During the last edition of the event, the web site recorded more than 50,000 visits. These users connected via their computers and mobile devices in order to follow the runway shows and the specific complementary programme.
The sponsoring brands confirm their strong commitment
The sponsoring brands at the 56th edition of Madrid Catwalk, organised by IFEMA, will present higher levels of involvement, visibility and commitment to the fair.
In total, some 11 companies support with their presence this grand fashion event staged in Madrid. They belong to various different sectors, although they all have one thing in common: an interest in associating themselves through different initiatives with one of the leading brands within the world of fashion and new trends, namely Madrid's leading fashion showcase.
Mercedes-Benz, L'Oréal and INDITEX are the main sponsors at this fifty-sixth edition.
Mercedes-Benz owns the naming rights for the event from February 2012 edition, following the agreement signed between IFEMA and the German vehicle make. The 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. In addition to the new name for the event as a whole, namely MERCEDES-BENZ FASHION WEEK MADRID, the rooms where the fashion shows take place will be known at this edition as the Mercedes Benz Room and the Class A Room.
For its part, L'Oréal Paris, will also serve as a main sponsor at Madrid catwalk, in its capacity as the most renowned beauty care company on the international scene. This firm will once again serve as Official Hairdresser and Make-Up Artist for Fashion Week in Madrid, starring on the Madrid catwalk with its hair and make-up creations for the models taking part in each of the shows, thus providing the final touch to each and every collection.
Furthermore, the Madrid catwalk will once again provide the setting for the Awards sponsored by the company, L'Oréal Paris. These Awards will be presented to the Best Collection presented, as well as to the Best Model on the fashion shows of each edition. A jury made up of leading fashion industry experts will choose the awarded companies and model.
INDITEX will join the event as a main sponsor at MBFWM at this edition.
Mahou Cinco Estrellas will repeat on this edition of MBFWM, as a sponsor, thus sharing its enthusiasm for design, fashion and the latest trends with this grand Spanish fashion showcase.
In addition to these brands, Movistar, Islas Canarias, Audemars Piguet, Flores y Floreros, Rowenta, Solán de Cabras and O!mygood are all keen to promote fashion, design and creation. In all cases, the sponsors will carry out a diverse range of activities aimed at the public within the framework of the area known as CIBELESPACIO. This area features a series of permanent activities, including tasting sessions, make-up and styling demonstrations, the sale of exclusive creations by young designers, etc.
Furthermore, the company, Flores y Floreros, has ceded the dances at this edition that will be used to make up the team of hostesses at MBFWM.
For their part, the leading fashion publications will also be present at this edition of MBFWM, based on their active participation in the Cibelespacio area with a series of different initiatives.
Along the same lines, CIBELESPACIO will introduce a new concept known as the "kissing room," an habitual meeting-point for designers, their guests and members of the press, which at this edition will be open permanently throughout the entire day, and not just at the end of each fashion show as has been the case up until now. In addition, as a new feature in the "kissing room," each of the main sponsors at MBFWM will have their own space, as will Mahou with its beer cocktails, designed in collaboration with the legendary cocktail man, Javier de las Muelas, and Solán de Cabras. In this respect, visitors will come across a series of different ambiences in which to welcome and entertain their guests, alongside the designer's guests and members of the press.
Furthermore, Mahou Cinco Estrellas will once again be the sponsor of the specific area set aside for fashion bloggers, once again confirming the recognition that Spain's leading fashion forum has granted to this generation of fashion enthusiasts who have invented a new way of talking about the latest trends, both in Spain and abroad. In addition, from a specific area in Cibelespacio, a selection of the most important
bloggers on the Spanish fashion scene will once again offer their community of virtual followers all of their fascinating insights, featuring the special sense of immediacy and particular appeal that characterises them.
A Fresh and Modern Web Page
The web page for Madrid Fashion Week, www.mbfwmadrid.ifema.es, will offer a fresh and modern appeal, using the image of this edition as a point of reference.
As far as the site's content is concerned, a simple structure gives way to all the information regarding everything that is due to take place at Spain's leading fashion event both rapidly and directly. In addition to the aesthetic design and segmentation of the information, the creators of the new MBFWM website have ensure that it is compatible with the majority of the most popular portable devices and that it can be viewed from any Smartphone and Tablet device.
Strong support for social media and new technologies
This staging of MERCEDES-BENZ FASHION WEEK MADRID confirms the strong emphasis it has placed on social media sites and new technologies at previous editions.
In the same way as at the last edition, the Fashion Week will maintain the online coverage it enjoys through Facebook (facebook.com/mbfwmadrid and facebook.com/soycibelino) and Twitter (twitter.com/mbfwmadrid), relating everything that happens
over the five days minute by minute, both on the catwalk and off.
Coincidence with SIMM, the Madrid International Fashion Fair
This edition of MBFWM will once again coincide in terms of dates and venue with the Madrid International Fashion Fair (SIMM), an event that serves as a key point of reference for the fashion and clothes manufacturing industry in Spain and one of the leading forums of its kind in Europe. This joint staging brings together the leading representatives of the fashion industry (manufacturers and designers) at venues that are very closely linked at the IFEMA exhibition centre, whilst also expanding the range of products and services available to trade buyers that attend both events.
More Than 50,000 Visitors at the Fifty-Fifth Edition
In February 2012, the 55th edition of Madrid catwalk welcomed a total of 50,263 visitors, including buyers, members of the press and guests. The event was also followed by nearly 1,400 professionals from the communications field, of whom around one hundred originated from abroad. Of this number, some 20 journalists made part of the International Press Programme that the Madrid catwalk carries out at each edition, based on the support of the Spanish Foreign Trade Institute (ICEX).
A Hosted Foreign Press Programme has also been implemented for this edition, organised in collaboration with the Spanish Foreign Trade Institute (ICEX). This Programme will attract to the Spanish catwalk a significant selection of journalists from the most outstanding international publication
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