MBFW Madrid steps outside its comfort zone with new show venues

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Barbara Santamaria
today Sep 6, 2017
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The 66th edition of Mercedes Benz Fashion Week Madrid steps out of the comfort zone and announces that 10 out of 46 catwalk shows will take place in different parts of the city. The six-day fashion week showcasing the Spring Sumer 2018 trends opens on 14 September.

Mercedes-Benz Fashion Week Madrid Facebook

This is the first time MBFWM shows will be held outside IFEMA, the exhibition centre that has been hosting the seasonal event in the past years.

“In a way, we are stepping out of our comfort zone and demonstrating the strength of IFEMA (Feria Institucion de Madrid) as a cohesive force,” said Mercedes Benz Fashion Week Madrid director Charo Izquierdo today at a conference.

The first day of the fashion week will see all catwalk shows take place outside IFEMA, while the three following days will be filled with shows at the event’s traditional home. The majority of designers will continue to present their collections in IFEMA’s hall 14.

The changes are part of a new strategic plan unveiled by Izquierdo when she took over the MBFWM leadership last November. The strategy is based on four pillars: quality, internationalisation, digitisation and sustainability.

She said she is particularly satisfied with the line-up of designers participating this season, including one of Spain’s most recognised designers, Sybilla, who will host a catwalk show and after party on Tuesday 19 at Club Matador.

Izquierdo also highlighted up-and-coming designer Palomo Spain, who has dressed celebrities such as Beyoncé and Miley Cyrus as well as hosting shows in New York and Paris. Palomo Spain’s show will take place in Hotel Wellington on Thursday 14.

Other key shows include Desigual’s experiential event, Mané Mané’s and Roberto Verino’s. Ulises Mérida will kick off the programme on Friday, followed by Andrés Sardá, Montesinos, Dolores Cortés, Ion Fiz, Agatha Ruiz de la Prada, Devota&Lomba, Schlesser and Isabel Núñez.

The fashion week returns this season with more men’s fashion, with Garcia Madrid leading the movement.

Marcos Luengo, Maria Escote, Maya Hansen and Custo BCN will present on Sunday, while Monday’s highlights will include Alvarno Duyos, Jorge Vazquez and Hannibal Laguna.

“My dream is to help boost the Spanish fashion industry,” said Charo Izquierdo.

EFE with Barbara Santamaria

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