• The 57th edition of the event brought together some 42 designers, who presented their collections on the catwalk, together with 20 up-and-coming designers who exhibited their ideas at the EGO Showroom within the framework of CIBELESPACIO, featuring direct sale to members of the public
• The collections presented by the young designers, Rabaneda, Moisés Nieto and Etxeberría, received a warm welcome during their debut participation on the general programme
• The designer, Juan Duyos, received the L'Oreal Paris Award for Best Collection at this edition, whilst Antonio Navas received the L'Oreal Paris Award for Best Model on the Catwalk, this being the first time this distinction has been presented to a male model
• The young Valencian designer, Pepa Salazar, won the first edition of the Mercedes Benz-Fashion Talent Award, which seeks to promote the best young designer taking part at the EGO Forum at an international level.
Madrid, 28th February 2013.-Between 18th and 22nd February, Hall 14.1 at Feria de Madrid hosted the staging of the most comprehensive overview of the world of Spanish fashion creation and design, based on the staging of the fifty-seventh edition of MERCEDES-BENZ FASHION WEEK MADRID (MBFWM), an event organised by IFEMA.
Throughout its five-day duration, this grand event sought to promote Spanish fashion and its creative diversity, welcoming a total of 40,322 visitors to its fashion shows, whilst also introducing them to the latest new features from the leading fashion brands and publications taking part at CIBELESPACIO, the stands area located alongside the two catwalks.
The two catwalks located in Hall 14.1, which are known as Mercedes-Benz and, as a new feature, Bertha Benz, provided the setting for the presentation of the Autumn/Winter 2013-14 Collections of 42 of the most important established and up-and-coming designers of the moment. These creators were complemented with around twenty young up-and-coming designers, who, as is habitual at each edition, presented their collections at the EGO Showroom located within the framework of CIBELESPACIO, featuring direct sale to members of the public.
On this occasion, the fashion shows took place between Monday and Friday and did not include the weekend, as has been customary in recent years. In spite of this, the calendar presented a similar structure to that of previous years. Thus, the fashion shows of the established designers took place between Monday and Thursday, whilst Friday was devoted entirely to the young designers at EGO.
A New Award for Younger Designers at EGO
Furthermore, this edition of MBFWM marked the commencement of a collaboration promoted by the different fashion shows that Mercedes-Benz sponsors throughout the world, one aimed at presenting a prize at each edition to the best young designer at the EGO Forum, complete with international promotional measures. The first edition of this new prize, known as the Mercedes Benz-Fashion Talent Award, went to the Valencian designer, Pepa Salazar, who, thanks to this award, will have the opportunity to present her collection next season at Fashion Week in Mexico. Similarly, next September, a young foreign designer who has been granted this award in another country will present a fashion show as part of the EGO Programme, alongside other up-and-coming talents from Spain.
Rabaneda, Etxeberría and Moisés Nieto: New Participants on the General Programme
Another of the new features at this edition of MBFWM consisted of the incorporation of the young designers, Rabaneda, Etxeberría and Moisés Nieto, into the General Fashion Show Programme. The presentation of their collections alongside a number of established designers was warmly received by the critics. In all three cases, these are designers whose meteoric professional careers have provided sufficient evidence of their fashion talent.
Fashion Show Schedule
The first few days of this fifty-seventh edition of MBFWM, which took place between Monday 18th and Wednesday 20th February, were devoted to the designers belonging to the Fashion Designers Association of Spain (ACME). Thursday 21st was set aside for the designers who do not form part of this Association, as well as those taking part in the double Fur Fashion Show, whilst Friday 22nd February was devoted to the five double fashions shows of the young designers at EGO.
The firm, Aristocrazy, staged its second fashion show at MBFWM, effectively presenting its new fashion jewellery collection at a truly spectacular event.
Furthermore, on Wednesday 20th, Mahou presented a new fashion show concept, an actual fashion catwalk, under the heading of the Mahou Urban Collection by Bimba, which took place outside IFEMA in Hall 16 at Matadero Madrid.
Through the auspices of Bimba Bosé, Mahou Cinco Estrellas, the organiser of this fashion event, sought to capture the essence of the styles that can be seen on the streets. The singer and model, who is one of the best-known faces within the world of Spanish fashion, sought to reflect on the catwalk all of the styles that are worn throughout the city, making up the freshest and most authentic fashion look.
The double fur fashion show organised by Miguel Marinero and Jesús Lorenzo concluded the programme of established designers at this edition.
EGO
As far as EGO is concerned, the presentation of the collections from up-and-coming designers in Spain took place entirely throughout the course of the day on Friday 22nd February. As is customary, the programme was structured around five double fashion shows featuring the collections of 10 young talents from the world of Spanish fashion. Out of the total number of participants, two had already presented their collections at previous editions of EGO (Leyre Valiente and Valdnad), whilst the remaining eight participants (Pepa Salazar, POL, Manemane, Heridadegato, HOWL by Maria Glück, Eugenio Loarce, Pablo Erroz and Ssic and Paul) were taking part for the first time.
With fifteen editions behind it, including this recently concluded edition, EGO has brought together more than 100 young designers since the initiative was set up by IFEMA back in February 2006. Specifically, six of these designers have gone on to be included on the General Fashion Show Schedule at Madrid Fashion Week. Thus, the names of the young designers, Maria Escoté, Martín Lamothe, Sara Coleman and Maya Hansen were complemented at this edition by those of Etxeberria and Moisés Nieto.
As far as the EGO Showroom is concerned, this part of the event maintained the new philosophy that was introduced at last September's edition, which represents a key development regarding the event that has been organised in previous years. Thus, in addition to a new approach in terms of the decoration and design of this space, the EGO Showroom focuses exclusively on the exhibition and on the sale of these clothing collections by twenty new designers to the public.
In addition, MBFWM February 2013 featured an Off-Site Programme, including three fashion shows by designers at different venues throughout Madrid.
Live Fashion Shows on the Web
Once again on this occasion, MBFWM presented its fashion shows live to all those interested in fashion, both inside Spain and abroad, through the web site, www.mbfwmadrid.ifema.es. Furthermore, between each fashion show, followers of the site enjoyed a live programme featuring interviews with the main participants of the Fashion Programme each day, in addition to a series of reports. What is more, as at previous editions, both fashion shows and the extra programme contents can be seen now in recorded format on demand through the web page after Fashion Week has concluded and at the moment chosen by users.
The Sponsoring Brands Confirm Their Strong Commitment
The sponsoring brands at the fifty-seventh edition of the Madrid Fashion Show, organised by IFEMA, presented high levels of involvement, visibility and commitment to the fair. In total, some 13 companies supported Madrid's fashion event on this occasion with their presence, belonging to various different sectors, although they all had one thing in common: an interest in associating themselves through different initiatives with one of the leading brands within the world for fashion and new trends, namely Madrid's leading fashion showcase.
As in September 2012, Mercedes-Benz, L'Oréal and INDITEX were the main sponsors at this fifty-seventh edition.
Mercedes-Benz owns the naming rights for the event as of the February 2012 edition, following the agreement signed between IFEMA and the German vehicle make.
For its part, L'Oréal Paris also served as a main sponsor at Madrid 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 once again served as Official Hairdresser and Make-Up Artist for Mercedes-Benz Fashion Week 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, the Madrid fashion event once again provided 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 was entrusted with choosing the award-winners. The Best Designer at this edition was Juan Duyos, whilst the Best Model was Antonio Navas, who ushered in a new era regarding these awards by being the first male model to have been granted this form of recognition.
Mahou Cinco Estrellas once again appeared at this edition of MBFWM as a sponsor, thus sharing its enthusiasm for design, fashion and the latest trends with this grand Spanish fashion showcase. Alongside these brands, other companies also showed their interest in fashion, design and new trends, including the following: Movistar, which sponsored the Press Room at MBFWM; Solán de Cabras, which provided the official mineral water used by all professionals at Fashion Week, both front-stage and backstage; Audemars Piguet, which contributed its elegant clocks in order to chime the hours in the fashion show rooms; Truvia, which contributed its low-calorie natural sweetener; and Rowenta irons, which ensured that the designs that were presented on the catwalk were quite impeccable. Furthermore, this edition of MBFWM featured the first-time participation of eBay, which promoted its interest in fashion by offering visitors to CIBELESPACIO a glimpse of its wide-ranging selection of new clothing and accessories, many of which are difficult to find.
In most cases, the participating brands organised different activities aimed at the public within the attractive 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 area known as the Kissing Room, which serves as the habitual meeting-point for designers, their guests and members of the press, offered a permanent sense of ambience throughout each day of Fashion Week and not just at the end of each fashion show, as has usually been the case in the past. The Kissing Room set aside separate spaces for various participants such as the following: Mahou Cinco Estrellas; G'Vine, the only Ultra Premium Gin distilled using green grapes; Schweppes, with its range of tonic waters; and Solán de Cabras, which provided the official water for the event. In each case these participants created a series of attractive ambiences for the reception of their own guests, the guests invited by the designers and members of the press.
Furthermore, the footwear company, Gioseppo, 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.
Additionally, Mahou Cinco Estrellas was once again the sponsor of the specific area set aside for fashion bloggers, 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.
The fifty-seventh staging of MERCEDES-BENZ FASHION WEEK MADRID confirmed the strong emphasis it has placed on social media sites and new technologies at previous editions.
IFEMA also implemented a Hosted Foreign Press Programme for this edition, one that attracted an important selection of journalists from the most outstanding international publications to the Spanish fashion event. Furthermore, IFEMA implemented a Buyers Programme in various countries, which meant that, on this occasion, Fashion Week featured representatives from different establishments and department stores from Russia, the Czech Republic and Portugal.
Further information:
Nuria de Miguel
Head of Press
Tel.: 0034 91 722 50 98
627 706 149
ndm@ifema.es
Paloma Garcia-Ramos
Silencio Comunicación
Tel.: 636708776
paloma@silenciocomunicacion.es