Mercedes-Benz Fashion Week Madrid will be back in Hall 14.1 of the Recinto Ferial at IFEMA MADRID for its 79th edition with support from 20 industry-leading firms, which will participate as sponsors of the event. This latest edition will continue to enjoy support from the Madrid City Council.
Mercedes-Benz is once again a major presence at Spanish fashion’s most important event, with 26 years as the main sponsor and 25 since the extravaganza changed its name to Mercedes-Benz Fashion Week Madrid. The brand with the three-pointed star logo has close ties to the sector and is firmly established as one of the main players in the national and international fashion industry. This time, it will present its futuristic concept car for the first time in Spain. The Mercedes-Benz Vision One-Eleven, a 100% electric vehicle, is a reinterpretation of the mythical C 111 of the 70s that represents an icon of luxury. As Gorden Wagener, the company’s head of design, says, “icons are what makes the difference between traditional design and luxury”. This will also be the 23rd time that the Mercedes-Benz Fashion Talent Award will recognise the brilliance of emerging creators who will show their designs on Sunday, 18 February.
L’Oréal Paris, MBFWMadrid’s official makeup artist and hair stylist, has been uniting fashion and beauty through its sponsorship for 25 years. This time, at the 79th edition of the fashion event, the firm will focus on female empowerment and the importance of the eyes in beauty looks. To coincide with its latest launch – Panorama mascara – it has designed a “Desfile de Miradas” or “Eyes Catwalk”, a digital creation space in which attendees will take to the catwalk to show off the panoramic look, with a defined volume for visibly larger eyes. Female empowerment will be out in force in the “Because you’re worth it” area of the stand.
Allianz will also confirm its commitment to emerging talent to ensure a prosperous future of ‘Made in Spain’ fashion with the seventh edition of sponsorship of Allianz EGO. Fifteen up-and-coming designers will exhibit and sell their collections at the Allianz EGO Showroom during MBFWMadrid. This will be housed in the Allianz EGO Creation Space, a creative haven designed to challenge the limits of the possible to create something magnificent, where attendees can bring out their hidden creative talents. In addition, to promote the business success of these designers, Allianz has called the sixth edition of the Allianz EGO Confidence in Fashion award to recognise creatives who, with their dedication and vision, go a step further to make great things appear.
Iberia will be back at the new edition, and as in previous events, the airline will have a Premium Lounge as a meeting place for designers, highly-valued customers of Iberia, distributors, other faces from the Spanish fashion scene, and other companies. The Premium lounge is framed in the airline’s Talent on board initiative. This project is part of Iberia’s commitment to Spanish talent to support fashion, art, sport, gastronomy and R&D+i, keeping a balance between disciplines and also between emerging and established talent. Iberia is all about connecting people around the world, and it is a proud ambassador of the “Spain” brand for the world, bridging the distance between Europe and Latin America for more than 75 years.
Multiópticas has also chosen to return for the 79th edition of the MBFWMadrid as a sponsor of the catwalk. As in previous editions, it will have its own stand showcasing its collection linked to Fashion Week. This year, MÓ FRONT is themed on the importance of materials and its collection with emerging designer Sabela Juncal, resulting from the Mó x New Talent contest with Allianz EGO. In addition, Mó will delight visitors with an agenda packed with original and disruptive activations and experiences and will be visited by its brand ambassadors, who are already part of the Mó family.
Clinics Dorsia returns to MBFWMadrid 2024 with ‘The Temple of Beauty’, a concept inspired by self-care and the art of Ancient Greece, with Renaissance and modern touches. Its incredible stand will consist of a brilliant photocall, an area with a DJ with live music, stands for meetings with journalists and industry professionals and an interactive game with guaranteed free gifts. All these spaces, decorated with sculptures, arches, fabrics, mirrors and plants, will create an authentic Temple of Beauty where the public can find out how to make the absolute best of themselves.
In the meantime, students at the Official University Degree in Fashion Design at the University of Design, Innovation and Technology (UDIT) will present their Lo Eterno (Eternal) collection for the coming Fall/Winter 2024/2025 season. This catwalk show will be the climax of a more than year-long collaboration between UDIT and the Thyssen-Bornemisza National Museum aimed to support the talent of young designers by turning their work into a showcase of the image of the city of Madrid. The young designers will have the opportunity to present their collection in a fabulous location, the Galería de Cristal or ‘Glass Gallery’ of the Palacio de Cibeles, with support from the Madrid City Council.
Samsung will also be back at MBFWMadrid, fusing fashion and technology with the new Samsung Galaxy S24 Ultra during the event. This phone is an undeniable hit with fashionistas and heralds the start of a new era thanks to the new functionalities of Artificial Intelligence. The revolutionary Galaxy S24 Ultra is already a milestone in the world of online searches. The innovative Circle to Search with Google feature makes it possible to explore trends and looks directly from your mobile, without having to leave the app. Redefining convenience, this feature delivers high-quality results instantly from anything on the Samsung Galaxy S24 Ultra screen, bringing inspiration and information with just one gesture.
The Minister of Culture, Tourism and Sport of the Community of Madrid, Mariano de Paco Serrano, said, “Madrid is more fashionable than ever, and this new edition of Mercedes Benz Fashion Week proves it. This creative industry is already part of Madrid’s cultural legacy and a major incentive for high-value tourism, attracted by the talent of internationally recognised designers. The region has also become a magnet for shopping fans. The retail hubs of the neighbourhoods of Salamanca, Salesas, Preciados-Gran Vía and Fuencarral, as well as other spots outside the capital, offer everything from the most exclusive to the most bohemian stores, uniting tradition and modernity in a trade that is also characterised by the freedom of trading hours”.
Mar de Frades was founded in 1987. Each day, they work on their vineyards in the heart of the Salnés Valley to create different wines that are bold in nature and salty in character, avoiding trends and superfluousness, with the ambition of being the truest reflection of these landscapes. To discover its wines is to discover the true Atlantic lifestyle. It is to be transported to a land that brought to life their sensations and saline flavours. It is to enjoy a bold and delightful wine capable of making you shine. These days, the winery has 66 hectares of vineyard in some of the best plots of Salnés Valley and Ribera del Ulla, which makes it one of the most important winemakers in the territory. It is also provided with Albariño grapes from more than 200 winegrowers in the area.
Martin Miller’s Gin, the 3,000 Miles gin, continues to support and commit to Spanish fashion and is participating for another year as an official sponsor of the autumn/winter 2024/2025 edition of MBFWMadrid. At this new edition, the super-premium gin will strengthen its alliance with the world of design and fashion and will invite guests into its exclusive Kissing Room to enjoy a unique moment after each show, enjoying the authentic taste and balance of Martin Miller’s Gin. Martin Miller’s Gin is a gin with a unique, smooth and delicate personality, with floral and citrus notes in perfect balance.
MSD, a global biopharmaceutical company, has become the first biomedical sponsor of MBFWMadrid. With the goal of harnessing the potential of science to save and improve lives in the world for more than 135 years, the Company will be present at the event with the “Let’s get in fashion” campaign, which has the endorsement of 59 social and health entities. The campaign aims to make preventing human papillomavirus (HPV) fashionable. Among other awareness-raising actions, the collaboration includes an awareness booth with information from the campaign, which will also feature the augmented reality activity “Discover what was in fashion each year”, where users can use QR codes to activate different dates that will come to life and reveal what was fashionable in each year.
