From 1985 to 2024: This is how the 80th edition of Mercedes-Benz Fashion Week Madrid unfolded
A total of 36 fashion shows, over 1,100 accredited journalists, half a million impacts on social media, and 17,000 on-demand views are some of the impressive figures from the latest edition of MBFWMadrid, which celebrated its 80th edition coinciding with the 25th anniversary of L'Oréal Paris' sponsorship of the catwalk.
So much has changed since the first Mercedes-Benz Fashion Week Madrid back in February 1985. Eighty editions of our country's most prestigious fashion platform, which has showcased the most significant, influential, and international names and brands in the history of fashion in Spain. The 80th edition was held from 11 to 14 September 2024 and was organised by IFEMA MADRID with support from Madrid City Council. As usual, it was an extravaganza featuring the best in Spanish fashion. A total of 36 catwalk shows were presented in Hall 14.1 of the Recinto Ferial as well as some iconic venues throughout the capital.
Prizes
A special edition, in which there has been no shortage of recognitions in the form of awards awarded by Mercedes-Benz, L’Oréal Paris and Allianz, aimed at praising the outstanding work and staging of the designers and models who excelled during the 80th edition. The L’Oréal Paris Award for Best Collection was awarded twice, exceptionally in celebration of the 25th anniversary of L’Oréal Paris's sponsorship of MBFWMadrid. The two brands honoured with this award were Isabel Sanchis and Pedro del Hierro (the latter celebrated its 50th anniversary). Similarly, the L’Oréal Paris Award for Best Model went to Pino Montesdeoca.
Likewise, the Allianz EGO Confidence in Fashion Award, presented among the 15 brands in the Allianz EGO showroom, was granted to the Mallorca brand Alineo Studio. In addition, there is the award for young creators presented by Mercedes-Benz in a new edition of the Mercedes-Benz Fashion Talent Award, selected from the emerging brands that showcased on Sunday during the Allianz EGO catwalk during MBFWMadrid, which was awarded to the brand Alejandre.
Media coverage of the 80th edition of MBFWMadrid.
Once again, the celebration of Mercedes-Benz Fashion Week Madrid captured the interest of over 1,100 journalists from leading media outlets, both specialised and general, in our country, as well as international media from Portugal, France, and Miami who travelled to Madrid to witness the event firsthand. All national television channels attended the event, in addition to providing daily coverage via satellite feed of the shows held in Hall 14.1.
The audience from day to day
The audience streaming the MBFWMadrid, in addition to users on social media (where half a million impacts have been achieved), comes from major cities in our country, starting with Madrid and followed by Barcelona, Málaga, Sevilla, and Valencia, with more than 50% using an iPhone. The following positions always fluctuate depending on the designers of the day and on the locations that gather the largest audience and clientele for the brand. It is also confirmed that the day with the highest international interest among viewers was Saturday, featuring the international brand Michael Costello, which attracted a Spanish audience but was closely followed by viewers from Portugal, the USA, the Dominican Republic, France, Argentina, the Netherlands, Italy, Colombia, and Saudi Arabia.
A total of 8,500 unique users followed the event via streaming, with the first day being the most followed live. However, in terms of on-demand views, the figure of 17,000 views was achieved during the runway days, with Thursday also being the day with the most show replays.
Official MBFWMadrid Party
To rev up the excitement, the Official MBFWMadrid Party was held on Wednesday night in collaboration with ¡HOLA! magazine at the Teatro Real. This event gathered 500 people from the fashion world,
including enthusiasts and industry professionals, with catering provided by Ramón Freixa. Access to the photo gallery featuring all the invited celebrities at the bottom of the page.
The Protagonists of MBFWMadrid
From Thursday, 12 September, to Saturday, 14 September, 21 established designers were the undisputed stars of the Mercedes-Benz room. On Thursday, 12 September, the event kicked off with a very relaxed show by Agatha Ruiz de la Prada, which unveiled the designer's collaboration with Disney. The upside-down world of Acromatyx followed this, then the elegance of Simorra’s women's collection, the Infinite Cantabria of Odette Álvarez, the debut of De la Cierva y Nicolás, the transparencies and embroidery of Claro Couture, and the special show for the 50th anniversary of Pedro del Hierro (winner of the L’Oréal Paris Award for Best Collection).
On Friday, 13 September, Angel Schlesser presented a collection led by his creative director Alfonso Pérez, celebrating nature in each of his looks. The award-winning Isabel Sanchis, once again recognised with the L’Oréal Paris Award for Best Collection, blended architecture and fashion in each of her designs. Classic models from Hannibal Laguna were enhanced by designs where flowers took centre stage; the vicious circle served as the basis for Berhanyer’s collection, the handmade artistry and richness of craftsmanship from JCPajares, the capitalised spectacle from Álvaro Calafat, and the grand finale of the capsule collection from MALNE alongside Mar Flores.
On Saturday, 14 September, Dolores Cortés once again showed how a swimwear collection could conquer a professional runway. The inspiration from the 'Wild West' and the XXL garments from Paloma Suárez, the importance of fabrics from Fely Campo, and the freedom displayed in its highest expression throughout Custo Barcelona's show showcased the exquisite craftsmanship of Yolancris (which was walking for the first time at MBFWMadrid). The show concluded with top model Esther Cañadas for Lola Casademunt and the fashion iteration of the international Michael Costello—who also debuted—with Paula Echevarría as the magnificent finale of his presentation.
On Sunday, 15 September 2024, as the closing of the sessions in Hall 14.1 of IFEMA MADRID, the emerging designers MAL Studio Custom Project, Anamingo, Karlo Módenes, Alejandre (winner of the Mercedes-Benz Fashion Talent Award), Boltad, Arturo de la Rosa, XVStrange, H05, and Santamarta showcased their collections in the Mercedes-Benz Hall, with the venue full. The invited international designer from the Czech runway was Tomas Nemec.
To conclude the 80th edition, on Monday, 16 September, the Fashion Shows in the City took place: presentations in different locations across Madrid (UDIT - University of Design, Innovation, and Technology, which was held early on Wednesday, 11 September - Rafael Urquízar, SKFK, Félix Ramiro, and María Lafuente; as well as a virtual show by Roberto Verino on the same Monday).
The best-known faces at MBFWMadrid
Influencers such as María Pombo, Paula Gonu, the Villareal sisters, Rocío Camacho…TV professionals like Adriana Abenia, Flora González, Isabel Forner, Isabel Gemio, Marta Flich, Tania Llasera, Beatriz Archidona, Lara Dibildos, Cecilia Gómez…and celebrities like Isabel Preysler, Boris Izaguirre, Arancha del Sol, Mar Flores and Carmen Lomana, attended some of the shows during this event to support their favourite designers and to see what is in store for the upcoming spring/summer 2025 collections.
Sponsors
For yet another edition, MBFWMadrid enjoyed support from companies loyal to the event, such as Mercedes-Benz, L’Oréal Paris, and Inditex, as main sponsors; Allianz, Iberia, and MO, who participate as sponsors; and Dorsia Clinics, GHD, UDIT - University of Design, Innovation and Technology, the Community of Madrid, Málaga de Moda alongside the corporate identity of the Diputación de Málaga, the Junta de Castilla y León, Mar de Frades, Schweppes, and Martin Miller’s Gin, as collaborators. Kellogg's also participated.
MBFWM had ¡HOLA! as a new Media Partner for the event. From its spectacular stand, attendees had the opportunity to pick up one of its publications, including ¡HOLA!, Fashion, Living, and Alta Costura. Sharing the space, ¡HOLA! TV returned as the international television for the runway. Lucía Riaño, a prominent journalist from the channel, provided live reports every evening from the TV set located in Cibelespacio, offering the channel’s global audience detailed coverage of the highlights from the Madrid runway.