Mercedes-Benz Fashion Week Madrid finishes its 66th edition with great success and more 53,200 attendees
Sep 26, 2017

Spain's major fashion event, organised by IFEMA, took place from 14 to 19 September. On 14 September, fashion shows and presentations took place at different locations in the city. From 15 September to Tuesday 19 September, fashion shows took place at Hall 14.1 at IFEMA-Feria de Madrid, with some events closing with presentations and shows at other locations in Madrid.

The next edition of MBFWMadrid will be held on 25-29 January 2018

Madrid, 25 September 2017.-Mercedes-Benz Fashion Week Madrid, the great platform of Spanish fashion, has concluded its 66th edition with great success and a very satisfactory result. The event, organised by IFEMA and held from 14 to 19 September, confirmed this important moment of creativity in Spanish fashion and the diversity of creative ideas and codes it offers. Likewise, it highlighted the major interest that was generated among buyers and guests by the collections of the 47 creators and brands participating in this edition, including new values. In total, the show received 53,215 visitors and provided accreditations to 1,270 press professionals, 75 of them from abroad.

In this event, the catwalk shows and presentations were based at Hall 14.1 of IFEMA, and for the first time also at other venues in Madrid. On 14 September, the catwalk shows and presentations were held outside IFEMA, at the direct invitation of the designers. Roberto Verino repeated his see now, buy now fashion show concept, this time at the Galería de Cristal at the Palacio de Cibeles, where the ManeMané fashion show also took place. Furthermore, Palomo Spain, one of Spanish fashion’s major new talents, who is included in the calendar of this edition’s general programme, presented his collection at the Wellington Hotel on the afternoon of 14 September. On the same day, presentations were also made by Desigual, Maria Clé, Ecoembes and Chromosme Residence

The calendar's catwalk shows took place on 15-19 September in Hall 14.1 of IFEMA-Feria de Madrid, and in this edition, for the first time, some days are complemented with presentations and catwalk shows in other parts of Madrid, by direct invitation from each designer.

This new edition of Mercedes-Benz-Fashion Week again evidenced the critical support that this fashion show, organised by IFEMA, has been offering Spanish fashion for over thirty years, gradually including the most important national designers of the day in its programme. Since its inception in February 1985, the MBFWMadrid fashion show has hosted catwalk shows for more than 300 Spanish designers.

MBFWMadrid also had an interesting off-programme in which different fashion events not included in the calendar took place in different parts of Madrid, starring Duarte Madrid, Miguel Marinero, Pilar Dalbat, Moisés Nieto and JCPajares

Also included in the off-programme of this edition were presentations by Euphemio Fernández and The Stoat, which will be held on 21 September.

As usual, the last day of fashion shows at Mercedes-Benz Fashion Week Madrid was dedicated to the emerging design from Samsung EGO, a key element in the
renewal of Spanish fashion. Over its eleven-year trajectory, it has established itself as an indispensable intermediary between young talent, the fashion industry, the media and textile companies.

One of the novelties of this edition of MBFWMadrid, organised by IFEMA, was the implementation at the event of standards concerning quality, company structure and communication and the marketing of each participating designer. The catwalk management has decided to introduce these assessment criteria to further increase the quality of this platform's content. These criteria will be the bases for accepting new designers and also for setting the course for those currently included in the showcase. The purpose of their implementation is to encourage excellence and transparency in MBFWMadrid participation procedures.

The digital world, social networks and new technologies were once again key in the recently-held edition of the MBFWM fashion show. Its website,www.mercedesbenzfashion again broadcast the catwalk shows live and on demand. This fashion show also maintained its strong commitment to the social networks Facebook, Twitter, Instagram and YouTube, where it once again enhanced the presence of the participating creators and brands, as well as the sponsors of this edition.

Sponsoring brands
MBFWMadrid September 2017 also received significant backing from
sponsoring brands. In total, 24 brands sponsored this event. Mercedes-Benz, L’Oréal and Inditex were its main sponsors; Samsung, Anna de Codorníu, Iberia, Solán de Cabras and Cîroc, sponsors; Facebook/Instagram, Hotel Barceló Torre de Madrid, ESNE, Rowenta, Kaiku Caffé Latte, Schweppes, Maribel Yébenes, Rodilla and the sustainable institution Signus, as collaborators, and Ecoembes, as environmental collaborator, in response to MBFWMadrid’s commitment to Sustainability. They were joined by other brands such as Lord Wilmore, Elephant&Castle, Istituto Europeo di Design (IED), Bismärkk, Vinos Avenencia and Universidad Francisco de Vitoria, which also supported this edition of the platform.

Madrid, epicentre of Spanish fashion
The city of Madrid once again echoed the fact that a new edition of MBFW was being held. This event, organised by IFEMA, as in previous years remained open to the city, with fashion shows and other activities at different locations in the Spanish capital.

In addition to the broadcasting of MBFWMadrid’s calendar shows on screens located in the multi-space dining area Platea Madrid, in Plaza de Colón, Madrid City Council, as part of its Madrid Fashion Capital (MCDM) programme, directly promoted or supported a string ofFashion and design events at different venues in Madrid. For its part, the Madrid Regional Council held an exhibition dedicated to Manuel Pertegaz, at the Sala Canal de Isabel II from 9 September to 12 November, with free admission.

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