Alejandre wins the Mercedes-Benz Fashion Talent award and will present her collection in Prague

Alejandre has been proclaimed winner of the 24th Mercedes-Benz Fashion Talent Award as the best emerging brand of the 80th Mercedes-Benz Fashion Week Madrid. For more than ten years, this award has recognised and supported the promising new talents of the national scene, such as the designer Sandra Alejandre, who will be able to present her winning collection at Mercedes-Benz Prague Fashion Week.

After showing her designs on the catwalk this past Sunday, 15 September, this creator from Madrid has been placed among the nine finalists. “This award will enable us, as a brand, to continue advancing along the path we wish to follow in terms of offering products that are closer to street clothing and being able to continue showing annual collections”, the designer declared excitedly at the end of the award ceremony; an award that is “an acknowledgement of my work, effort, sacrifice and the affection that I put into my work”, she added.

The winning collection, entitled “Core”, is inspired by the close union that exists between an artist’s work and personal life, as in the artistic field, one’s work becomes a way of life. This concept affects the perception of each person as an individual and the way they dress and, therefore, their relationship with fashion and trends. The pieces that make up the collection are a revision of the classic patterns, reinterpreted and infected by the brand's lingerie identity. By means of enriched silhouettes, the overlaying of garments, and the contrast of different styles, the winning proposal manages to actively transform the essences and particular features of modern femininity.

Alejandre’s proposal has enchanted the judging panel at this edition's awards, comprising Isabel Jiménez, Mercedes-Benz ambassador, journalist and co-founder of the SlowLove fashion brand; Isabel Sanchis and Paula Maiques, founder and creative directors of the Isabel Sanchis firm; Beatriz Guerrero, director of the Master's Degree in Fashion and Beauty Communication (Telva & Yo Dona); and Elena Muñoz, fashion and lifestyle journalist.

The experts highlighted Alejandre’s “the maturity and the evolution” she has exhibited in this, her third show, as well as the balance between the personality and the commercial outlook of the brand. They also emphasised the technique and exquisite execution of the collection that was shown on the Madrid catwalk, with a great versatility of the garments that is achieved through overlays and distinctive styles. Despite being a new talent, the Madrid designer has a clear international outlook, already counting on a pool of celebrities such as Dua Lipa, Karol G and Kourtney Kardashian who have chosen her designs on numerous occasions.

Isabel Jiménez, as ambassador of the brand organising the event, pointed out—upon handing out the award—how “inspiring” this experience has been for her: “I’ve been able to personally meet all of the new designers, and see their collections, but above all, to witness the effort and passion behind each garment. The way in which they fight for their dreams is truly priceless.”

Alejandre thus joins the list of winners of Mercedes-Benz Fashion Talent and follows in the wake of big names such as Ernesto Naranjo, Dominnico or Pepa Salazar to represent emerging national fashion outside of our borders. Alejandre will be able to show her designs at Mercedes-Benz Prague Fashion Week, a catwalk that has already been conquered by the previous victors Ousiders Division (2018), Rubearth (2022) and Emeerree (2023).

Prague takes to the Madrid catwalk

The Madrid catwalk ended this event dedicated to emerging talent with a collection by Tomas Nemec, the guest international company invited from Mercedes-Benz Prague Fashion Week. The Czech designer, after whom the company is named, presented his new Autumn/Winter 2025 collection at his first fashion show in Spain. The show, set in a nighttime bar in Prague, stood out for its dark palette and accents of deep colours, with coats, dresses and corsets in velveteen, tulle and satin.

Press contact:

Sandra Bódalo Munuera | sandra@pelonio.com | 620 33 45 32

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