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More capacity, A New Award and 100% National Casting, This is How Madrid's Fashion Week Will Be

More capacity, A New Award and 100% National Casting, This is How Madrid's Fashion Week Will Be

The Mercedes-Benz Fashion Week Madrid kicks off, from September 16 to 19, in an edition in which big names return who had missed previous appointments due to the health crisis. In parallel, the streets of the city host different presentations and parades under the Madrid es Moda umbrella.

In the backstage of the fashion week that starts today - and will last until next September 19 - there is hope and a glimpse of a return to normality. After two editions marked by the health crisis, the Mercedes-Benz Fashion Week Madrid once again opts for a hybrid format.

But increases the capacity of the face-to-face shows to 42% and returns to receive the public in the Cibelespacio, an area that surrounds the catwalk and in which the sponsors of the event organize different activities.

"We have managed to make it a very rich edition of content that agrees with the desire of the brands and the guests to return to normality", confirms Nuria de Miguel, MBFWM director for two years.

Although the Madrid catwalk was the only one in the world that held face-to-face appointments throughout the pandemic because they were "fundamental for the sector", in this edition IFEMA pavilion 14 regains its brightness with the return of established names that had remained absent in the last appointments.

Duyos, Teresa Helbig, Duarte, and Roberto Torretta, among others, will upload their spring-summer 2022 collections to a catwalk that will bring together a total of 37 national designers and that has been preceded by the OFF presentations - outside the official calendar - of Ailanto, Jorge Vázquez or Roberto Verino. “Nobody has invented a format as winning as a parade. 

That rigorous direct and that ephemeral moment that does not repeat itself, makes it magical ”, says the designer Juan Duyos about a return that he faces with nerves and enthusiasm.

As novelties of this 74th edition, the Madrid catwalk has reached a collaboration agreement with Mercedes-Benz Fashion Week Berlin through which the national shows will be broadcast during the German fashion week, following the internationalization plans of the event and in a moment in which the presence of the press and foreign buyers will still be very punctual.

It also launches the Allianz EGO award with the aim of contributing to the creative and business development of young talents: the winner will parade in the next edition of EGO, the catwalk for emerging firms, and will have the advice to boost their brand.

In addition, and for the first time in the history of the catwalk, 100% of the casting will be national. “Many of our young models are succeeding on the catwalks in Paris or New York and it is time to defend local talent here too. It will be a diverse casting with women of all ages and sizes, ”says De Miguel, who also opens the MBFWM FORUM as another novelty.

"It is a new space with a vocation for the future dedicated to dissemination and dialogue in which presentations and informative content will be brought together to enrich the catwalk."

In parallel, the city hosts Madrid Es Moda, an event organized by the Association of Fashion Creators of Spain (ACME) and which is part of the Madrid Capital de Moda program of the Madrid City Council. With the aim of "bringing designer fashion closer to the end customer," explains Pepa Bueno, director of ACME, the event will present in different parts of the capital the novelties of 30 designers for the season that is about to begin, that of autumn-winter.

“As is the case in the best-valued fashion capitals at an international level, it is important that designer fashion is linked to the city and takes to the streets of Madrid. And this is something the City Council believes in, ”says Bueno.

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