MERCEDES-BENZ FASHION WEEK MADRID: SPANISH FASHION AND ITS MOST IMPRESSIVE IDEAS WILL BE ON SHOW AT THE NEW MERCEDES-BENZ FASHION WEEK MADRID
• The Madrid catwalk will sport a new name at its fifty-fifth edition, following the recent agreement that the event has signed with the German vehicle make, in which the latter has become the main sponsor and acquires the naming rights for the event. In this sense, Fashion Week will now have two main sponsors, L'Oréal and Mercedes-Benz. In addition, Mahou Cinco Estrellas has now joined this edition as a sponsor.
• On this occasion, the fair has decided to bring its staging forward by two weeks. This change enables it to open the international fashion show circuit without coinciding with any other leading fashion event.
• In total, some 44 designers will present their collections on the catwalk, as well as around 45 up-and-coming designers who will exhibit their ideas at the EGO Showroom,, at the CIBELESPACIO, featuring direct sale to the public
Its new name - MERCEDES-BENZ FASHION WEEK MADRID (MBFWM) - and a series of significant new features confirm the event's status as the most important showcase for Spanish fashion on the circuit today. The Madrid catwalk, organised by IFEMA, will stage its fifty-fifth edition from 1 to 5 February at its usual venue, Hall 14.1, in the DC Area at Feria de Madrid.
At this new edition of the key forum for Spanish fashion, the latest designs and trends will once again play the leading role over a period of five days: through the presentation of the creative ideas of 44 designers and brands with their own fashion shows and collections for Autumn/Winter 2012-13, as well as through the participation of 45 up-and-coming designers who will be exhibiting their creations at the EGO Showroom, at the CIBELESPACIO, featuring direct sale to the public.
The main new feature at this edition consists of the dates that have been chosen for the event, as well as the Week's staging between Wednesday and Sunday, with the EGO Fashion Shows taking place on the last day. This is a new departure because Fashion Week has taken place between Monday and Friday up until now. Several months ago the Madrid event 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.
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 September 2011 edition, 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 reports. Both the fashion shows and the complementary programme can be viewed via the Fashion Show'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 a total of 74,500 visits. These users connected via their computers and mobile devices in order to follow the fashion shows and the specific complementary programme on demand.
Roberto Verino Opens the Fashion Show Programme
As at the last edition, the programme on this occasion will be inaugurated by the Galician designer, Roberto Verino, who will stage his fashion show on Wednesday 1st February at 10.30 a.m. in the Mercedes-Benz Room. The programme will conclude at this edition with a double fashion show featuring LE and River William, two of the young designers taking part at EGO, on Sunday 5th February at 7.00 p.m., in the C Coupé Room.
Roberto Verino will kick off the cycle of fashion shows staged by the designers belonging to ACME on 1st February. The Fashion Association's members will continue with their fashion shows up until Friday 3rd February. In addition to Verino, the first day will feature the collections of Jesús del Pozo, Francis Montesinos, Duyos, Devota&Lomba, Victorio&Lucchino, Agatha Ruiz de la Prada and Elisa Palomino. On Thursday 2nd February, Ailanto, Andrés Sardá, AA de Amaya Arzuaga, Roberto Torretta, Juanjo Oliva, Angel Schlesser, Miguel Palacio and Lemoniez will present their collections on the catwalk. The designer, Teresa Helbig, will continue the programme on Friday 3rd February, followed by Davidelfín, Hannibal Laguna, a double fashion show by Ion Fiz and Juana Martín, Ana Locking, Kina Fernández and, for the first time, the jewellery firm, Aristocrazy.
Aristocrazy, a company set up in 2010, based on the experience of Suárez, is a brand that places an emphasis on design and the latest trends, offering fashion jewellery items that form part of our life-style, rather than being simply reserved for special occasions. This brand, which is positioned within the affordable luxury fashion jewellery segment, explains its interest in presenting its collection at MBFWM in terms of "the innovative character of Aristocrazy and its strong emphasis on fashion". It will stage its fashion show on Friday 3rd February at 19.30 pm. in the Mercedes-Benz Room.
On Saturday 4th February, the fashion shows staged by other designers who are not members of ACME will take place. The day will start with Maya Hansen and Martín Lamothe. They will be followed by Sita Murt, at 12.00 pm, and TCN at 1.30 pm. At 3.00 p.m. Carlos Díez and María Escoté will stage a double fashion show, followed by a double show by Sara Coleman and María Barros. The fur fashion show organised by Jesús Lorenzo and Miguel Marinero will conclude the programme of shows by established designers.
Sunday 5th February will be the day devoted entirely to EGO and a series of talented up-and-coming designers from Spain. These creators will conclude the fifty-fifth edition of Madrid's Fashion Week.
As is customary, an Off-Site Programme will also coincide with the staging of the MBFWM fashion shows in Hall 14.1. Some 11 designers have been included in this programme on this occasion, based on events staged at a series of different venues throughout Madrid.
The EGO Fashion Shows Take Place on Sunday 5th February
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, will take place on the last day of MBFWM, namely Sunday 5th February, at the venue now known as the C Coupé Room. EGO will follow the format it has presented up until now: 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, five designers will take part for the first time, whilst the other five will repeat their involvement. The young designers who will be taking part for the first time include David del Rio, Stenerös, Mercedes Castro, Leandro Cano y River William and Moisés Nieto, Shen Lin, El Colmillo de Morsa, Ixone Elzo and LE that return to the fair.
With now thirteen editions behind it, including this edition, EGO has featured the participation of a total of 86 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 in order to continue developing their professional careers within the fashion field in subsequent years. In this respect, four of these designers have gone on to be included on the General Fashion Show Programme at Madrid's Fashion Week: Maria Escoté, Martín Lamothe, Sara Coleman and Maya Hansen.
New website and social media
This edition of MERCEDES-BENZ FASHION WEEK MADRID confirms the strong emphasis it has placed on social media and new technologies at previous editions by going a step further and presenting a renewed web site, in accordance with the event's new image.
The new website for Madrid's catwalk, www.mbfwmadrid.ifema.es, offers a clean, elegant and up-to-date image, with black and white serving as the predominant colours. From the home page visitors are already introduced to the modern and contemporary ambience of its fashion shows, featuring a photograph taken in the backstage area at the event that presents a number of renowned Spanish models in the foreground.
As far as the site's content is concerned, the creators have sought to design a simple structure with which all visitors can find the information they need 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.
In the same way as at the last edition, 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 occurs over the six days minute by minute, both on the catwalk and off.
A Greater Degree of Involvement on the Part of the Sponsoring Brands
The sponsoring brands at the fifty-fifth edition of Madrid's catwalk, organised by IFEMA, will present higher levels of involvement, visibility and commitment compared to previous editions of the event. In total, some thirteen companies will support Madrid's fashion event on this occasion with their presence, belonging 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 becomes the main sponsor of the 55th edition and acquires the naming rights for the event, following the recent agreement that the event has signed with the German vehicle make, Its 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 have now become known as the Mercedes Benz Room and the C Coupé Room.
For its part, L'Oréal Paris serves as the other main sponsor at Madrid's Fashion Week. 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 Fashion Week in Madrid. The firm will once again play 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 will once again provide the setting for the Awards sponsored by L'Oréal Paris, the Official Make-Up Artist and Hairdresser at Fashion Week in Madrid. These Awards will be presented to the Best Designer and Best Collection presented, as well as to the Best Model on the catwalks that form part of each of the shows. A jury made up of leading fashion industry experts will choose the best of each category.
Mahou Cinco Estrellas will join 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.
In addition to these brands, Absolut Vodka, Burger King, Movistar, Audemars Piguet, Cannon, ESNE (Escuela Universitaria de Diseño), Special k by Kellogg’s, Rowenta, Solán de Cabras and Truvia 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 footwear company, Victoria, has provided the shoes for the team of stewards and stewardesses at this edition of 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. Similarly, Divinity will once again serve as the Official Television Channel for Fashion Week, whilst Centromodaonline.com takes part at the Official Portal.
Along the same lines, Mahou Cinco Estrellas will be the sponsor on this occasion 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. Thus, a selection of the highest-quality fashion bloggers will once again offer their communities of virtual followers a series of interesting points of view, based on the spontaneity and particular approach that characterises these commentators, who have their own specific space in Cibelespacio.
Coincidence with SIMM, the Madrid International Fashion Fair
This edition of MBFWM will 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-Fourth Edition
In September 2011, the fifty-fourth edition of Madrid's Fashion Show welcomed a total of 50,162 visitors, including buyers, members of the press and guests. The event was also followed by more than 1,400 professionals from the communications field, of which around one hundred originated from abroad. Of this number, some 20 journalists made part of the International Press Programme that the fashion show 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), which means that around thirty journalists from the most outstanding international publications will be attending the Spanish Fashion event.
Dates for the Next Edition
MBFWM has already decided the dates for its next edition in conjunction with ACME, with a view to boosting its international appeal and the attendance of professionals from abroad. Therefore, the next edition will take place from 5 to 9 September in Hall 14.1 at the DC Area of Feria de Madrid. With these dates, the Madrid catwalk will once again open the calendar of international fashion shows, taking place before the events in New York, London, Milan and Paris.
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