More than 55,000 visitors attended the 63rd edition of Mercedes-Benz Fashion Week Madrid

Fashion & Beauty
"More than 55,000 visitors attended the 63rd edition of Mercedes-Benz Fashion Week Madrid"
  • The emblematic Spanish Fashion Show, which is organised by IFEMA, enjoyed the participation of 43 great designers and brands and took place between 18 and 23 February.
  • The L’Oreal prize for the best collection from an established designer was awarded to the designer Jorge Vázquez, and the prize for best model went to the young Paula Willems.
  • The show renewed its commitment to social networks with this edition. As an example of this, the strengthened collaboration with Twitter produced 120,000 tweets and a total of 108,000 followers during the event, making @MBFWMadrid one of the key accounts in this social network.

Mercedes-Benz Fashion Week Madrid (MBFWM), the main showcase of Spanish Fashion, which is organised by Ifema, has concluded its 63rd edition with a very satisfactory outcome, both in terms of its attendance figures – with a total of 55,033 visitors, 9% more than in September of last year – and the high standard of design and creativity seen in exhibited collections. All this serves to bolster the status of MBFWM as the great global stage for Spanish design.

This year’s edition of the MBFWM  fashion show was held between 18 and 23 February. The catwalk shows took place from 19 to 23 February in hall 14.1 of Feria de Madrid and a day earlier, on the 18th, the firm Desigual held a Re-see of its Autumn/Winter 2016/17 collections, staging a tour of the La Justicia neighbourhood in Madrid where some of the establishments on Calle Santo Tomé became pictograms explaining the Desigual style.

One of the highlights of the catwalk programme was the participation of three essential names in today’s Spanish fashion panorama: Felipe Varela, Jorge Vázquez and ManéMané. Their entry in the programme of catwalk shows at this 63rd edition helped to confirm Mercedes-Benz Fashion Week Madrid as one of the premier events in the world of fashion and international design, and is a further sign of the permanent and decisive support that this show has offered the Spanish fashion world as a whole for over thirty years, gradually incorporating the most important national designers of the moment into its programme.


Previous participants in the show across the years

Felipe Varela, Jorge Vázquez and ManéMané have all taken part in the Madrid show in previous years. Varela took to the catwalk for the first time during the Madrid Fashion Show in February 1996, where he returned again in September 1998 and then every year until February 2002.   Jorge Vázquez presented his collections on the show’s general programme between September 2002 and February 2006, and ManéMané took part in the Samsung EGO platform of young creators in February and September 2013.

In recent years, MBFWM has included some key names from the current Spanish design panorama, such as Alvarno, The 2nd Skin, Juan Vidal, Etxeberría, Leandro Cano, Ulises

Mérida and Moisés Nieto, amongst others, who have received various awards in recognition of their work and whose designs are now worn by many famous celebrities from the world of international cinema and music.

Since it took its first steps in February 1985, the MBFWM has hosted the catwalk shows of nearly 300 Spanish creators. Many of them began their careers while the event was still in its early days, and are now major names on the Spanish

fashion scene. Other younger designers have become involved over the years, bringing their talent and new perspectives on fashion design with them, exuding the essence of modernity and contemporary elegance with their creative discourses.


Davidelfín opened the events programmed for the 63rd show

This edition of  the MBFWM show was spectacular in general thanks to the high standard of creativity, innovation and presentation for in the Autumn/Winter 2016/17 collections. This time around, Davidelfín was responsible for opening the events programme for the 63rd edition of  MBFWM, while the double leather and fur presentation of Miguel Marinero and Jesús Lorenzo  marked the close of the programme of distinguished designers at this edition of MBFWM.

As usual, the last day of the programme of catwalk shows was devoted to the emerging design

of Samsung EGO, a creative driving force fundamental to the regeneration of Spanish fashion. 9 young Spanish designers participated in this event, 5 of them already present in

previous editions and 4 new ones. As part of the Mercedes Benz Fashion Talent awards the programme also included a show from an international designer, the Czech Tereza Rosalie Kladosova  from the Mercedes Benz Prague Fashion Week, as well as a show by Virginia Vallejo, winner of the fifth edition of the Samsung Ego Innovation Project award.

In addition, fifteen emerging designers presented their collections at the Samsung Ego Showroom in Cibelespacio, where they were on sale directly to the public.


Madrid, Fashion Capital

With the 63rd edition of the show, the city of Madrid, as it does in all of its exhibitions, once more became one of the great capitals in the world of fashion and international design. And also as in recent years, MBFWM was once again open to this city. This time, the fashion shows were broadcast on screens at Platea Madrid, a gastronomic multi-space in the emblematic Plaza de Colón in Madrid.


Outstanding talent awards

As well as offering the best overview of contemporary Spanish fashion each season, MBFWM has also been, with each edition, the stage for important award ceremonies. Once again, MBFWM hosted the awards sponsored by L’Oréal Paris, which go to the best collection from an established designer and the best model for each season. On this occasion the winners were Jorge Vázquez, as best designer and Paula Willems, as best model.

Similarly, the Samsung Ego day was the stage for the Mercedes-Benz Fashion Talent award, which promotes the winning designer internationally by granting participation in the following season on one of Mercedes-Benz’s catwalks throughout the world. The winning designer of this major award was Ela Fidalgo from Mallorca.



Sponsorship and use of new technology

This edition of Mercedes-Benz Fashion Week Madrid once again enjoyed significant support from sponsoring brands.  In total, 20 brands sponsored the event. Mercedes-Benz, L’Oréal Paris and Inditex were its main sponsors. There was also sponsorship from Samsung, Solán de Cabras, Movistar and Bombay Sapphire, the patrons of the Kissing Room, the usual haunt for designers, their guests and the press, where Solán de Cabras and Schweppes also had their own space.

Specifically, for this edition Bombay Sapphire converted the Kissing Room into The Art Room by Bombay Sapphire, offering a unique experience on the inside of a work of art. Members of the public invited to this room enjoyed an impressive show of lights, mirrors, projections and music that changed interactively according to their biorhythms.

Also supporting this edition were Swarovski, Kaiku Caffé LatteRowenta, Oral B 3D White Luxe, Ribera del Duero, ESNE and Carlota Jewelry. Other brands also figured, such asLord Wilmore, Elephant&Castle, and  21 Buttons. For their part, the Pons Quintana shoe label was on the slippers worn by the hostesses and Fashion TV was the official international TV channel for this event.

These  brands, like the main leading fashion names, carried out their activities in the Cibelespacio area, with permanent entertainment, where in parallel to the event’s fashion shows different activities were offered that were aimed at the visiting public, such as make-up, hair-dressing and style demonstrations, as well as the sale of exclusive creations by young designers.

New technologies were once again very prominent at MBFWM, both with live broadcasting of the fashion shows on the website and through an increased presence on the Facebook, Twitter, Instagram and Snapchat social networks, where

the visibility of the participating designers and brands, as well as of their sponsors, was enhanced. All this served to spread the name of MBFWM and of its participating designers both within our borders and beyond.

In this regard, the Show management strengthened its collaboration with Twitter for this event, which paid off with a significant increase in traffic. In the five days of the event 120,000 tweets were registered,  20,000 more than in the previous September edition.

The official @MBFWMadrid account for the event continued to gain new followers. In six months, since the organisation and Twitter began to work together, the show attracted 43,642 new followers. During the show itself, the account gained 3,895 new followers. There are now a total of 108,000 followers. With over 100,000 followers, this is one of the major accounts on that social network. Among the new actions launched with Twitter at this edition is the opening of the Vine account, which in only five days generated more than 150 clips and achieved almost 420,000 loops.

Furthermore, as in the previous edition, the fashion shows held on Monday were recorded with 4K image technology, the quality and definition of which gives a similar effect to 3D, but without the need to wear glasses.