Today sees the opening of the 65th edition of Mercedes-Benz Fashion Week with the participation of 43 designers

A new edition of the big event in Spanish fashion, organized by IFEMA, will be held from today, Thursday 16, to Tuesday 21 February. Today, Thursday 16, the company Desigual will be holding an experiential event with free entry at its shop in Plaza de Callao, in the centre of Madrid, with which it will be introducing its Autumn/Winter 2017/18 collection to customers, and at 8 pm Roberto Verino will be presenting his seasonal collection, following the See Now, Buy Now trend, in a catwalk show at the Real Casa de Correos at the Puerta del Sol. From Friday 17 February to Tuesday 21 February, the runway shows will be taking place in Hall 14.1 at IFEMA.

This year, the MBFWM fashion show, in addition to incorporating Charo Izquierdo as the new director, presents major innovations such as the participation, for the first time, of Custo Barcelona, Marcos Luengo and Menchén Thomas. In all, 42 large Spanish creators will take part in the shows, as well as an international designer, Blikvanger, from the Mercedes-Benz Tbilisi international fashion show.

Madrid, 16 February 2017.- Today, Thursday 16 February, will see the kick-off of the 65th edition of Mercedes-Benz Fashion Week Madrid, organized by IFEMA, which will run until Tuesday 21 February, offering a full programme of runway shows and presentations.

On the morning of Thursday 16 February, the brand Desigual will be holding an experiential event at its shop in the Plaza de Callao, in the centre of Madrid, where it will be presenting its Autumn/Winter 2017/18 collection until 21 February to consumers and friends of the brand. Also on Thursday, at 8 pm, the designer Roberto Verino will be holding a runway show to present his collection for the season at Real Casa de Correos at the Puerta del Sol, a collection which follows the new “See now, Buy now” trend. From Friday 17 February until Tuesday 21 February, the runway shows will be taking place in Hall 14.1 at IFEMA-Feria de Madrid.

In its 65th edition, MBFWM offers important new features and additions (such as Custo Barcelona, Marcos Luengo and Menchén Tomás) aimed at strengthening its position as the leading Spanish design platform and its position as one of the key events in fashion worldwide. In addition to the 43 renowned designers and brands taking part in this edition, fifteen designers will be exhibiting their articles in the Samsung Ego showroom, at Cibelespacio, with direct sales to the public.

The schedule of runway shows for this edition at IFEMA will open on Thursday 17 at 11:00 am with Juan Vidal, who will be presenting his Fall-Winter 2017/18 collection at the Mercedes-Benz room. At this event, the runway shows from designers belonging to the Association of Spanish Fashion Designers (ACME) will take place on the first four days of the fashion show, alternating with those of other designers unaffiliated with the association, such as Alvarno, The 2nd Skin, Marcos Luengo, Jesús Lorenzo and Esther Noriega.

Emerging design on the last day (Tuesday 21)

As usual, the last day of the MBFWM runway show programme will be dedicated to Samsung EGO’s emerging design, which, with its big dose of creativity, is the true driving force behind the renewal of Spanish fashion. In its ten years, Samsung EGO has consolidated itself as an essential intermediary between young talents and the fashion industry, the media and textile companies.

Nine young Spanish designers will take part in this event, three of whom have already participated in previous years, and six of whom are new, along with an international designer, Bilkvanger, from the Mercedes-Benz international catwalk in Tbilisi, all as part of the Mercedes-Benz Fashion Talent award. Furthermore, the programme of runway shows for that day will be opened by the winner of the seventh Samsung Ego Innovation Project award.
Fashion on the streets of Madrid

As in previous editions, MBFWM will have an off-site programme, which will be conducted in different places around Madrid and which, on this occasion, will include seven runway shows. Jorge Acuña, La Condesa, 44Studio, Pepa Salazar, Palomo Spain and García Madrid are the designers included in this event’s off-site programme, as well as students from ESNE, the University School of Design, Innovation and Technology.

Once again, to celebrate the 65th MBFWM fashion show, the city of Madrid will become one of the major capitals in the world of international fashion and design and, as in previous years, the show will be open to the city, with different activities on offer.

This time around, the runway shows will be broadcast on big screens in the fine-dining multi-space Platea Madrid and in the ABC shopping centre on Calle Serrano. Plus, on the initiative of Madrid City Council, another screen has been set up on the corner of Plaza de Margaret Thatcher and Paseo de la Castellana on which the runway shows and interviews at Feria de Madrid can be followed live.

For its part, the Association of Fashion Creators of Spain (ACME) has launched the third Madrid es Moda event, with which it aims to help transform the centre of the capital into a large exhibition of creativity and design during Mercedes Benz Fashion Week. Madrid es Moda this time will host all kinds of expressions of fashion with one thing in common: the designers are Spanish. For more information: www.madridesmoda.com

New director of the fashion show and constitution of the new Fashion Committee

The novelties of this edition include the incorporation as director of the MBFWM fashion show, Charo Izquierdo, a professional with a long and prestigious national and international career in the world of communication and fashion. Leonor Pérez Pita, founder and head of the event since its creation more than three decades ago, will now chair the Fashion Committee. Charo Izquierdo will be the secretary of the Committee. Alongside them, adding up to a total of 11 experts, the Committee features renowned professionals with a solid track record in the field of fashion, design and new trends, which will allow them to provide a comprehensive and multidisciplinary analysis of the collections. The members of the Fashion Committee are Marta Michel, editor of the publication Yo Dona; Natalia Bengoechea, fashion editor of the magazine S Moda; Helena López del Hierro, director of the Museo del Traje in Madrid; Isabel Berz, Director of Research and Education Center of the Istituto Europeo di Design; Lorenzo Castillo, antiquarian and decorator; Ainhoa García Echaniz, manager of the Prêt-à-Porter business unit of Loewe and Pepa Bueno, director of the Association of Fashion Creators of Spain (ACME). The Fashion Committee will also include institutional representatives from both the Community of Madrid and the Madrid City Council. The Community of Madrid will be represented by Jaime de los Santos, director of the Office of Culture and Tourism, and the Madrid City Council by Concha Diaz de Villegas, Director General of Trade and Entrepreneurship. The functions of the Fashion Committee will include preparation of the proposed schedule and contents of each edition of the MBFWM and suggesting of actions aimed at the national and international dissemination of this fashion show. It will also be responsible for evaluating requests to participate and will collaborate in the design of the format of each edition of the fashion show.

Major talent awards

Once again, MBFWM will be hosting the awards sponsored by L’Oréal Paris, to be given to the best collection by an established designer and the outstanding model on the runway shows in each edition. Last September, Duyos was awarded the prize for the best established designer and Marta Ortiz received the award for best model. The Samsung EGO day will also be the setting for the choice of the best young designer to receive the Mercedes-Benz Fashion Talent award, which last September was awarded to Elena Rial. It will also host the runway show put on by the winner of the Samsung Ego Innovation Project award.

33% more brand sponsors

The Mercedes-Benz Fashion Week Madrid is in each event a permanent focus of interest for the major brands that want to partner with fashion and new trends. In its 65th edition, MBFWM has registered a record number of sponsors. This figure merely confirms the key importance of this event for the world of fashion and creation. A total of 24 renowned brands, leaders in their respective sectors, are supporting the event, organised by IFEMA, compared to the 18 that sponsored the previous edition, an increase of 33%.

Mercedes-Benz, L’Oréal Paris and INDITEX will once again be the main sponsors. Also supporting this edition of the MBFWM fashion show as sponsors are the brands Samsung (which for the eighth year running is the sponsor of the day for young creators, SAMSUNG EGO), Anna de Codorniu, Solan de Cabras, Ciroc and Iberia, sponsor of the new VIP room.–– Also contributing to this edition are Facebook and Instagram, natural platforms for the fashion world for seeking, inspiring and discovering content; Hotel Barceló Torre de Madrid, the official hotel of this edition, IED Madrid, Swarovski, ESNE, Rowenta, Kaiku Caffè Latte, Schweppes, Carlota and Cayetana Jewelry, Ribera del Duero and Rodilla, the official catering service of this edition.– These are joined by other brands such as Pompeii, the official footwear, Car2go, Kalleos, Beauty & Go, and ABC Serrano.

The digital world, social networks and new technologies will be key in the upcoming MBFWM fashion show. Its website www.mbfwmadrid.ifema.es will again broadcast the runway shows live and a la carte. The catwalk is also continuing its firm commitment to the social networks Facebook, Twitter, Instagram and YouTube to continue enhancing the visibility of the participating designers and brands, as well as that of the sponsors of this edition. As in previous years, on one day – February 20 – the runway shows will be recorded in 4K for the platforms that are capable of broadcasting in this definition.

MBFWM is also working on offering the participating designers in this edition of MBFWM the chance to be present with their collections under special conditions -in stock, on order, bespoke or in presale- on the on-line sales platform www.designersrooms.com, specialising in Spanish designers, Prêt-à-Porter and accessories.

Moreover, as usual, MBFWM has a programme of invited international press, with the participation of fashion journalists from different parts of the world (Belgium, Colombia, France, Italy, Lebanon, Qatar, Mexico, Portugal and the United United). Furthermore, the fashion show has organized a programme for international buyers from China (Beijing and Hong Kong), Mexico and Portugal.