The grand fashion event, organised by IFEMA, will be held from 13th to 17th September at Feria de Madrid
• On this occasion the Fashion Show will open its doors to Latin America. Peru will attend the Week as Guest Country, presenting a joint fashion show at which three designers will showcase their creative talent. Furthermore, the Mexican designer, Lorena Saravia, will take part at the SAMSUNG EGO Platform, as part of the Mercedes-Benz Fashion Talent initiative
• On this occasion, some 44 designers will present their collections on the catwalk, to which we must add 20 emergent designers who will showcase their ideas at the EGO Showroom within the framework of CIBELESPACIO, featuring direct sale to members of the public
• The young designer, Juan Vidal, will join the Madrid catwalk, having taken part at EGO in September 2008, effectively confirming the key support that EGO provides for rising stars of the fashion firmament
• The second staging of the Mercedes Benz Fashion Talent Award will choose the best designer from the pool of young participants at EGO. This Award, which was set up in February of this year, seeks to provide an international boost for the bright young talents that take part at the different Fashion Weeks sponsored by Mercedes-Benz
• The sponsoring brands have increased their support for Madrid's Fashion Week, intensifying their involvement and their commitment to the event. Mercedes-Benz, L'Oréal and INDITEX are the main sponsors, whilst Mahou Cinco Estrellas and Movistar are event sponsors. Furthermore, Madrid catwalk enjoys the support of G'Vine, eBay, Rowenta, Audemars Piguet, 1724 Tonic Water and Gioseppo
Madrid, 19th July 2013.-Between 13th and 17th September, Hall 14.1 at Feria de Madrid will once again provide a focal-point for fashion and design in Spain and the best showcase for the latest new trends when MERCEDES-BENZ FASHION WEEK MADRID (MBFWM), organised by IFEMA, stages its fifty-eighth event.
This is a key forum for Spanish fashion, one where the industry's creative talent and latest ideas for Spring/Summer 2014 are destined to play the starring role over a period of five days, based on the presentation of collections from 44 designers and labels on the catwalk. These catwalk shows will be complemented by the creations of 20 young talents within the SAMSUNG EGO Showroom, within the framework of CIBELESPACIO, featuring direct sale to members of the public.
One of the new developments on this occasion consists of the incorporation of Latin America into Madrid's Fashion Week, as witnessed by two initiatives: first, the attendance of Peru as Guest Country, with three Peruvian designers being offered the opportunity to showcase their creative talent at a joint fashion show; and, second, the participation of the Mexican designer, Lorena Saravia, at the SAMSUNG EGO Platform, as part of the Mercedes-Benz Fashion Talent initiative.
Other important new developments on this occasion relate to the Week's exciting Fashion Show Schedule. First we might mention the incorporation of the young designer, Juan Vidal, who took part at EGO September 2008, and then Carlos Díez will be staging a return to Madrid's grand fashion event. We might also highlight the growing support and commitment demonstrated by the event's sponsoring brands.
All in all, the 58th staging of MBFWM will strengthen the value of this grand promotional forum for Spanish fashion. On this occasion, and as part of its drive to enhance its appeal abroad, it will place the emphasis on its special Latin identity. The Madrid catwalk will also highlight its role as the leading gateway for Latin American design in Europe.
Catwalk Shows from Friday to Tuesday
On this occasion, the Fashion Show Schedule will stretch from Friday to Tuesday, based on the same structure and format as in recent years. Thus, the first three days will bring together the catwalk shows of the established designers who form part of the Spanish Fashion Designers Association (ACME). Monday will be set aside for established designers who do not form part of the Association, as well as for the double swimwear fashion show and the joint fashion show for Peru, the Guest Country on this occasion. The last day of the Schedule, Tuesday,
will feature five double fashion shows based on the collections of the young designers who make up the EGO Platform, which on this occasion will be supported by the technological partner, SAMSUNG. This event will now be known as SAMSUNG EGO.
On Friday 13th September at 11.00 am, Roberto Torretta will open the Fashion Show Schedule, followed by the designers Ailanto, Ana Locking, Roberto Verino, Duyos, Victorio&Lucchino and Juanjo Oliva.
The AA Collection from Amaya Arzuaga will open the proceedings on Saturday, followed by a series of fashion shows staged by Andrés Sardá, Devota&Lomba, Teresa Helbig, Miguel Palacio and Angel Schlesser.
On Sunday, the Valencian designer, Francis Montesinos, will kick off the third day of the fashion show schedule, followed by Hannibal Laguna, Agatha Ruiz de la Prada and a series of double fashion shows presented by Etxeberria and Rabaneda, Juana Martín and Ion Fiz, and Maya Hansen and María Barros.
A double catwalk show created by Moisés Nieto and Sara Coleman will open the day's schedule on Monday, followed by a solo fashion show from Sita Murt and double fashion show presentations from Juan Vidal and Martín Lamothe, and Carlos Díez and María Escoté. Monday will also host the staging of a double swimwear fashion show featuring the creations of Dolores Cortés and Montse Bassons for Basmar.
Peru Takes Part As Guest Country
Monday will also feature a joint fashion show presented by Peru, the Guest Country, in which the designers Meche Correa, Sitka Semsch and Jessica Butrich will showcase their creative talent.
The staging of this Guest Country Fashion Show at the 58th MBFWM will help to promote Peru's fashion designers and their fascinating take on the latest new trends, both in Spain and throughout the rest of Europe. This comes at a time in which Peru is enjoying an especially fruitful period of economic, artistic and creative development, a phenomenon that also extends to other fields such as cuisine, art, etc.
Meche Correa, the self-taught Peruvian designer and artist, has had a long and fruitful career characterised by her passionate interest in her country's history and cultural diversity, aspects that are always present in her collections. Each of Meche's creations constitutes a reworking of Peru's past and a highly unique way of keeping the country's traditions, fabrics and art alive.
Throughout her professional career, Meche's work has been widely lauded both inside Peru and overseas.
For her part, the designer, Sitka Semsch, has had a highly successful professional career spanning a period of more than 12 years. After completing her studies at the Rhode Island School of Design in the United States, she worked for the American designer, Michael Kors, as well as for the retail chain known as The Limited. Sitka currently serves as a Country Brand Ambassador in Peru and she is the only Latin American designer who takes part at Mercedes-Benz Fashion Week Russia in Moscow, where she has showcased her collections since 2004. Her creations encompass everything ranging from ready-to-wear and evening dresses to cocktail attire, wedding gowns and accessories.
Jessica Butrich has established herself as one of the most active and promising young Peruvian designers of her generation. A year after graduating from the Centre for Higher Fashion Design (CEAM) in 2005, she founded the labels, Butrich Shoes and Butrich Couture. Throughout her still-brief professional career she has already received a number of different awards. Today, the label, Butrich by Jessica Butrich, serves as a key point of reference in Peru due to her unique fashion vision and her ability to rework the fashion trends of the past.
Juan Vidal: A Young Talent of Considerable Promise
Juan Vidal will be one of new highlights at this staging of MBFWM. His incorporation onto Madrid's Fashion Show Schedule, having taken part at EGO in September 2008, confirms the platform's ongoing vocation to support the new generation of bright young fashion talents, effectively helping them to realise their promise on the fashion scene.
Born in Elda (Alicante), Juan Vidal belongs to a family that has strong links with the world of fashion, being the fourth generation of the Vidal tailoring business. Before he even completed his studies, he had already received recognition for his work with the ModaFad Award for Best Collection. Since then, his career has been a story of successive awards and prizes, the most recent being the "Who's On Next" Award presented by Vogue Spain in May 2013, also sponsored by INDITEX.
His collections have been showcased on a very diverse range of Spanish and foreign catwalks, such as Bread & Butter, and this year's edition of Mercedes-Benz Fashion Week Russia. At the same time, since October 2012, the label has made an impact at prestigious points of sale beyond Spain's borders, such as the renowned 'Spiga2', multibrand space by Dolce&Gabbana; 'Luisa Via Roma' in Florence; and 'Inter y's', in Japan, among others.
Vidal's dreamscape is full of cinematic and literary references, whilst his technique is characterised by precise cuts and perfect finishes for each of
his creations, based on a special attention to detail. As a unique and shared feature in all of his collections, Juan Vidal endows them with women's names. Candela, Odile, Eva, Chrystine, Kittie, and Victoria, are just some of the women who have inspired and personified his creations. The collection with which Juan Vidal will be making his debut at Madrid Fashion Week is known as Marguerite.
SAMSUNG and EGO Opt for Innovation
Another of the new developments during this staging of MBFWM consists of Samsung's incorporation as a Technological Partner at the sixteenth EGO event, which will now be known as SAMSUNG EGO. This platform for the brightest young designers in Spain thus enters a new stage in its development by placing a strong emphasis on innovation, through the support of the trend-setting technology brand of the moment. This exciting encounter between the realms of fashion and technology will find its ultimate expression in this innovative project based on research within the fashion field.
As for the catwalk shows that will be staged within the framework of SAMSUNG EGO, the schedule on this occasion will take place entirely throughout the course of Tuesday 17th September. As is customary, the day will be structured around five double fashion shows, which will showcase the collections of nine bright emerging fashion talents and one Mexican designer.
Out of the total number of participants, six will have already presented their collections at previous SAMSUNG EGO events, whilst the remaining four are newcomers. The designers who will be appearing again include Manemané, Pol, Heridadegato, Victor von Schwarz, Eva Soto Conde and Pepa Salazar, whilst the newcomers include Lady Cacahuete, Andrea de la Roche, Diego Estrada and Lorena Saravia.
What is more, SAMSUNG EGO will host the staging of the Second Mercedes Benz Fashion Talent Award, which is backed by the different Fashion Weeks sponsored by Mercedes-Benz throughout the world and which received a warm welcome at its presentation last February. This Award will recognise the Best Young Designer at SAMSUNG EGO, promoting his/her work internationally by facilitating participation at one of the Fashion Weeks organised by Mercedes-Benz around the world the following season. The winner at the first staging of the Award was the designer taking part at EGO, Pepa Salazar, whose prize consists of the opportunity to present her collection at Fashion Week in Mexico. In the same manner, the Award has enabled the Mexican designer, Lorena Saravia, to take part at MBFWM on this occasion.
Since it was founded by IFEMA back in February 2006, the SAMSUNG EGO Platform has staged sixteen events over seven years, providing key support for up-and-coming talent. More than 100 young designers have presented their collections at EGO, and in the majority of cases they have acquired sufficient impetus to continue developing their professional careers within different realms of the fashion world.
Specifically, some six of these designers have been recruited for the General Programme of catwalk shows at Madrid's Fashion Week: María Escoté, Martín Lamothe, Sara Coleman, Maya Hansen, Etxeberría and Moisés Nieto.
As far as the EGO Showroom is concerned, this space will maintain its renewed concept, which focuses exclusively on the exhibition and sale of clothing collections to the general public through the participation of some twenty fashion creators. These designers have been chosen for their unique and highly attractive ideas.
Other Fashion Shows
MBFWM September 2013 will also present an Off-Site Programme encompassing the catwalk shows of three designers at different venues throughout Madrid.
Furthermore, within the framework of MBFWM, Mahou will once again surprise all fashion-lovers with a new staging of its Mahou Collection Catwalk Show. This event will continue the concept that was introduced in February of this year, one in which urban fashion is destined to play the starring role. The actress, Clara Lago, and the brand will build on the success achieved by Bimba Bosé last February by offering a preview of the best streetwear at a spectacular catwalk show, in one of the halls at Matadero Madrid. This event will take place on Tuesday 10th September, just a few days before Fashion Week kicks off in Hall 14.1 at Feria de Madrid.
Nearly 117,000 People Followed the Fashion Shows on MBFWM TV
Once again on this occasion, MBFWM will present its catwalk shows live to all fashion enthusiasts, both inside Spain and abroad, through the web site, www.mbfwmadrid.ifema.es. What is more, between fashion shows, followers of the page will enjoy a live programme featuring interviews with the main participants of the Fashion Schedule each day, in addition to a series of features. Furthermore, as on previous occasions, both the fashion shows and the extra programme contents can be seen in recorded format on demand through the MBFWM TV channel after Fashion Week has concluded, at a push of a button and at users' own convenience.
At the last staging of MBFWM, a total of 116,966 people logged on through their PC's and mobile devices in order to follow the catwalk shows and accompanying programme on the special channel that provides coverage of the Week.
The Sponsoring Brands Confirm Their Strong Commitment
The sponsoring brands at Madrid's 58th Fashion Week, organised by IFEMA, will present higher levels of involvement and visibility and stronger commitment to the event than ever.
In total, some 15 companies will support Madrid's fashion event on this occasion with their presence. They belong to different sectors, although they all have one thing in common: an interest in associating themselves through different initiatives with one of the leading brands throughout the world for fashion and new trends, namely Madrid's leading fashion showcase.
Mercedes-Benz, L'Oréal and INDITEX will serve as the main sponsors at this 58th event.
Mercedes-Benz has owned the naming rights for the event since February 2012, following the agreement signed between IFEMA and the German vehicle make. In addition to the name for the event as a whole, namely MERCEDES-BENZ FASHION WEEK MADRID, the rooms where the fashion shows take place are known as the Mercedes Benz Room and the Bertha Benz Room.
For its part, L'Oréal Paris also serves as a main sponsor at Madrid's Fashion Week, in its capacity as the most renowned beauty care company on the international scene, based on its creativity, glamour and innovation. 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 for each and every collection.
Furthermore, MBFWM will once again provide the setting for the Awards sponsored by the company, L'Oréal Paris. These Awards are presented to the Best Established Designer's Collection, as well as to the Best Model on the Catwalk at each edition of MBFWM. A jury made up of leading fashion industry experts will choose the winning companies and model. During the last staging of MBFWM, the awards went to the designer, Duyos, and, for the first time, a male model, namely Antonio Navas from Spain.
For its part, INDITEX will once again take part as a main sponsor of MBFWM on this occasion.
Mahou Cinco Estrellas will repeat its participation as a sponsor at MBFWM, thus sharing its enthusiasm for design, fashion and the latest trends at this grand Spanish fashion showcase.
Alongside these brands, other companies will also highlight their interest in fashion, design and new trends, including the following: Movistar, which will sponsor the Press Room at MBFWM; Samsung, in its capacity as sponsor and technological partner at EGO; Audemars Piguet, which will contribute its elegant clocks in order to chime the hours in the halls where the catwalks are located; and Rowenta, which will provide the Official Iron at MBFWM, whilst also contributing its range of Rowenta Beauty hair irons, whose technology is guaranteed to ensure some impeccable hairstyling effects amongst the models.
Solán de Cabras will once again serve as the Official Mineral Water at Madrid Fashion Week, quenching the thirst of all visitors to Cibelespacio and the Backstage area. This premium mineral water brand belonging to Mahou San Miguel, has commissioned the chef, Ramón Freixa, to carry out a series of live demonstrations in order to prove that style is also a key factor in the world of cuisine. Each day, the chef will offer his own personal culinary interpretation of the collections that are shown on the catwalk, staging his very own parade of dishes at the Solán de Cabras stand at Cibelespacio.
The chef and the water brand will also feature prominently in the Kissing Area, offering guests the renowned "Freixa Lips", chocolates shaped in the form of a kiss, which go perfectly with the accompanying Bisolán fruit refreshments.
The e-commerce portal, eBay, will strengthen its special focus on fashion, an initiative that began last February. In short, this brand will feature a stronger presence at CIBELESPACIO, where it will promote its extensive selection of clothing items and accessories. At the same time, eBay will present itself as a worldwide showcase that offers visibility to the collections launched by designers and labels, as well as the clothing items belonging to individuals, among its more than 100 million users.
Other brands that will be taking part at MBFWM include Kleenex and Tetra Pak.
In most cases, the sponsoring brands will organise different activities aimed at the public within the attractive setting provided by 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 Kissing Room, which serves as the habitual meeting-point for designers, their guests and members of the press, will offer a permanently cool setting throughout the duration of Fashion Week. The Kissing Room will set aside separate spaces for different participants such as Mahou Cinco Estrellas, Solán de Cabras, MBFWM's Official Mineral Water, and Solán de Cabras refreshments. In each case these participants will create a series of attractive ambiences in which to welcome their own guests, guests invited by designers and members of the press.
G'Vine, the French gin brand that has redefined the horizons of the gin industry, will strengthen its links with MBFWM in the Kissing Room. On this occasion, it will do so with its own special companion: 1724 Tonic Water, the first premium tonic water made with natural quinine originating from Peru. The two brands will join forces in order to offer guests in the Kissing Room the Official Long Drink at MBFW: "G'Vine MBFW Tonic", a version of the classic gin&tonic, finished off with a touch of lemon and green tea syrup. This suggestive mixture, which was dreamed up especially for the occasion by bartender, Françesc Galera, from Slow Barcelona, will be charged with refreshing the minds and bodies of designers and VIP guests alike after each catwalk show has concluded.
The footwear company, Gioseppo, has provided the shoes for the team of stewards and stewardesses at this staging of MBFWM.
For their part, the leading fashion publications will also be present at this staging of MBFWM, based on their active participation in the Cibelespacio area with a series of different initiatives.
What is more, Mahou Cinco Estrellas will once again be the sponsor of the specific area set aside for fashion bloggers. This initiative confirms the recognition that Spain's leading fashion showcase grants to this generation of fashion enthusiasts who have invented a new way of talking fashion, both in Spain and abroad.
A Strong Focus on the Social Media and New Technologies
This staging of MERCEDES-BENZ FASHION WEEK MADRID will confirm the strong emphasis it has placed on social media sites and new technologies at previous events.
In the same way as in February, MBFWM will offer maintain its online coverage 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 and both on the catwalk and off.
More Than 40,000 Visitors at the 57th MBFWM
In February 2013, the 57th staging of Madrid's Fashion Week welcomed more than 40,000 visitors, including buyers, members of the press and guests. The event was also followed by more than 1,200 media professionals, of whom around
100 came from abroad. Of this number, some 20 journalists formed part of the International Press Programme that MBFWM carries out on each occasion.
IFEMA has also organised a Hosted Foreign Press Programme for September, which will attract an important selection of journalists to the Spanish fashion event from the most outstanding international publications. Furthermore, IFEMA has implemented a Buyers Programme in various countries, which means that, on this occasion, the Fashion Week will feature representatives from different establishments and department stores from Japan, Indonesia and Portugal.