MERCEDES-BENZ FASHION WEEK MADRID

Press Release

THE NEW MERCEDES-BENZ FASHION WEEK MADRID KICKS OFF TODAY

Courtesy of Image.net

• Roberto Verino will open the catwalk schedule at this edition, which will conclude with the shows presented by the young designers from EGO, LE and River William, next Sunday 5th February

• At its 55th edition, Madrid Fashion Week presents a new name and brings its dates forward by two weeks, which means that this event will now open the international catwalk circuit and will no longer coincide with any other leading event of its kind

Wednesday, 1st February 2012 - The 55th edition of Madrid Fashion Week, an event organised by IFEMA, will kick off tomorrow. Up until next Sunday 5th February, Hall 14.1 at Feria de Madrid will host the staging of a series of shows organised by the leading names within the world of Spanish fashion, on this occasion under a new name: MERCEDES-BENZ FASHION WEEK MADRID (MBFWM). At this edition, a total of 44 designers will present their collections for Autumn/Winter 2012-2013 on the catwalk, whilst 45 up-and-coming designers will exhibit their latest ideas at the EGO Showroom in CIBELESPACIO, featuring the direct sale of clothing and accessories to members of 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. 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.

On this edition, the programme 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. In addition to Verino, on Monday, the Show will feature the collections of Jes�s del Pozo, Francis Montesinos, Duyos, Devota&Lomba, Victorio&Lucchino, Agatha Ruiz de la Prada and Elisa Palomino. On Thursday 2nd February, Ailanto, Andr�s Sard� � who celebrates his 50th anniversary -, 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 Davidelf�n, Hannibal Laguna, a double fashion show by Ion Fiz and Juana Mart�n, Ana Locking, Kina Fern�ndez and, for the first time, the jewellery firm, Aristocrazy.

Aristocrazy, a company set up in 2010, based on the experience of Su�rez, is a brand that places an emphasis on design and the latest trends, offering trendy jewellery items.

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 Mart�n Lamothe. They will be followed by Sita Murt, at 12.00 pm, and TCN at 1.30 pm. At 3.00 p.m. Carlos D�ez and Mar�a Escot� will stage a double fashion show, followed by a double show by Sara Coleman and Mar�a Barros. The fur fashion show organised by Jes�s Lorenzo and Miguel Marinero will conclude the programme of shows by established designers. 

The EGO Fashion Shows Conclude the Programme at This Edition

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 Coup� Room. The organisation of these presentations will follow the pattern that has been used up until now, namely 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, 5 designers will take part for the first time, whilst the other 5 will repeat their involvement. The new names taking part at this edition include David del Rio, Stener�s, Mercedes Castro, Leandro Cano and River William, whilst Moises Nieto, Shen Lin, El Colmillo de Morsa, Ixone Elzo and LE will be repeating their participation on this occasion. With 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.

Live Broadcast of the Fashion Shows

Furthermore, at this edition MBFWM will maintain its policy of presenting its shows 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.

In addition, 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 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.

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.

The sponsoring brands at the fifty-fifth edition of Madrid Catwalk, organised by IFEMA, present higher levels of involvement, visibility and commitment compared to previous editions of the event. In total, some thirteen companies support Madrid's fashion event on this occasion.

Mercedes-Benz becomes the main sponsor of the 55th edition and acquires the namingrights 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 Coup� Room.

For its part, L'Or�al 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'Or�al 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.

Mahou Cinco Estrellas has also joined 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. The Spanish beer brand will also serve as the sponsor of the Bloggers Area at CIBELESPACIO. In addition to these brands, Absolut Vodka, Burger King, Movistar, Audemars Piguet, Cannon, ESNE (Escuela Universitaria de Dise�o), Special k by Kellogg�s, Rowenta, Sol�n 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.

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 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.

In September 2011, the 54th edition of the Madrid fashion event attracted a total of 50,162 visitors, including buyers, members of the press and guests. It was followed by more than 1,400 media professionals, of whom around one hundred originated from abroad. 

Source: IFEMA

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