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An encounter between the Mercedes-Benz legacy and fashion icons from the 1980s onwards.

The Mercedes-Benz space travels back to the 1980s to pay tribute to the 80th edition of the most important fashion event in our country. It does so with the exhibition of one of its iconic SL models, a contemporary of the first edition of the catwalk in 1985, a benchmark of sportiness, lightness and style. A tribute that continues with an interactive retrospective that revisits its legendary convertibles together with the most outstanding looks and catwalk shows in the history of MBFWMadrid up to the present day.

As has become a tradition, all the fashion shows will be shown live in the lounge from Thursday 12 to Sunday 15 September. And as a novelty, this year the stand will have the official Mercedes-Benz boutique so that visitors to the Cibelespacio will not leave without a souvenir of the star brand.

25 years supporting Spanish fashion

L'Oréal Paris will celebrate its 25th anniversary as a sponsor and the 50th edition of the L'Oréal Paris Awards, making it the longest-running sponsor of the catwalk. To mark this important date, the brand has created the video L'Oréal Paris: 25 years awarding "Because you're worth it", starring award winners over the past 25 years such as designers Juan Duyos, Isabel Sanchís and Juan Carlos Mesa and models Lorena Durán, Verónica Blume, Natalia Sabe, Aya Güeye and Madelaine Hjört.
This emotional video, which also emphasises the brand's values such as diversity, female empowerment and worth, will be presented at a press conference attended by Ana Rodríguez, director of MBFWMadrid; Isabel Sanchís and Paula Maiques of Isabel Sanchís and winners of the L'Oréal Paris Award for Best Collection in February 2023 and Verónica Blume, winner of the L'Oréal Paris Award for Best Model in February 2002.

This press conference will be the first event of this edition of MBFWMadrid and will be held on 12 September at 10:00 a.m. on the catwalk in Hall 14.1. The full video will be released on Saturday 14 at 8:30 p.m. at the L'Oréal Paris awards ceremony for Best Model and Best Collection and will be available on the brand's social networks in Spain. The awards, which are celebrating their 50th edition, recognise the work behind each garment and each look, as well as the talent of all the teams, thus contributing to the promotion of the fashion and beauty industry in Spain. As a tribute to this anniversary, the winners will receive trophies created by the company Rudi 1944, a circular and innovative project founded by Elena Hinrichs, which removes textile waste from landfills, reducing the negative impact on the planet.

A stand "Because I'm worth it".

At the L'Oréal Paris stand located in the Cibelespacio, attendees will be able to learn about the history of L'Oréal Paris and the essence of its iconic slogan, so closely linked to female empowerment and self-esteem, in an immersive tunnel called "Because I'm worth it" backstage, which will take a journey through the main milestones of the brand and these 25 years linked to Spanish fashion. In the "Because I'm worth it" backstage, passes will be held for four hours a day (and can be visited at any time). In them, a guide will explain the origin of the iconic slogan with more than 50 years and empowering projects that put women at the centre, such as the Cannes Film Festival, fashion shows like Desfila tu Valía that was held at MBFWMadrid or the 25th anniversary of L'Oréal Paris' sponsorship and its 50 editions of awards at the Madrid fashion event.
In addition, attendees will be able to try out L'Oréal Paris launches at its make-up stands and carry out different activations such as signing the "Because I'm worth it" wall mirror, waving a flag with the Paris background or personalising iconic brand products with their initials. Actions framed within the most important fashion event in Spain, which once again demonstrates the union of beauty and fashion, in the laboratory of the trends that we will see next season.

The Allianz EGO Creation Space, located in the Cibelespacio, invites all visitors to explore their creative potential through workshops with leading professionals from the sector. You will also be able to discover and buy the latest trends in the Allianz EGO Showroom and take away your tote bag with personalised charms.

SHOWROOM ALLIANZ EGO
From Thursday 12 to Sunday 15
Bring your wardrobe up to date. In the Allianz EGO Showroom you can meet, try on and buy the collections of the 15 emerging designers who aspire to the Allianz EGO Confidence in Fashion award.

ALLIANZ TOTE WITH PERSONALISED CHARMS
From Thursday 12 to Sunday 15
Pose on the catwalk of the Creation Space and immortalise the moment. You can get your tote bag with a personalised charm by uploading your photo to social media with the hashtag #AllianzEGO24.

BROADCASTING OF PARADES
From Thursday 12 to Sunday 15
Follow all the MBFWMadrid fashion shows live from the big screen located in the Creation Space.

WORKSHOP: Custom Bracelets con Marta Vaca (Seasons by Macabla)
Thursday 12 at 18:00h
Create your personalised jewellery with Marta Vaca, founder of Seasons by Macabla. With her customisation machine, you will learn how to create a unique piece and you will take your customised bracelet home with you. Workshop with limited places. Ask our hostesses for your registration.

WORKSHOP: Re-Using Crochet con Anaïs Vauxcelles (404 Studio)
Friday 13th at 18:00h
Learn how to transform and elevate a crochet garment with 404 Studio and get an oversize t-shirt customised by you. Workshop with limited places. Ask for your registration to our hostesses.

WORKSHOP: Creative make-up with Natalia Belda
Saturday 14 at 18:00h
Create your "fashion week look" inspired by the brilli-brilli trend and boost your creativity with Natalia Belda, the celebrities' favourite make-up artist. Workshop with limited places. Ask our hostesses for your registration.

One more edition, Iberia renews its support to Spanish fashion at MBFWMadrid with its Premium Lounge and also, as a novelty in this edition, next September 13th at 11:45 Iberia and Teresa Helbig will show all the details of the presentation of the designer's collection ‘1832 sur mer’ FW24/25’ within the framework of the Cibelfest. The fashion show took place on 7 March in Paris with Iberia and was the first in the French capital for the winner of the National Fashion Design Award 2023.

MÓ, the exclusive eyewear brand of Multiópticas, participates one more year as a sponsor of the new edition of the MBFW Madrid, becoming the official accessory reference for the most important and awaited event of the Spanish fashion, which will take place between 12 and 16 September.

In addition, taking advantage of this event, MÓ launches the most awaited capsule of the year, hand in hand with designer Alejandro Gómez Palomo. Thus renewing their well-known alliance, presenting their fifth joint collection called PALOMÓ FW24. This collection is characterised by the union of the universes of Palomo Spain and MÓ, mixing innovation and personality in three eyewear models that draw on the streetstyle and futuristic aesthetics so characteristic of the designer.

PALOMÓ FW24 will be present at the cibelespacio in a stand with a photo booth inspired by the collection itself, marked by futuristic aesthetics and silver tones, where the glasses and accessories of this collaboration will be available for purchase. In addition, a fashion talk will be held on Thursday 12 September on the IFEMA stage with the designer Alejandro Palomo and Chabela García, fashion consultant, who will talk about fashion and design.

On Thursday 12, as a kick-off to the four days of the fair, we will be holding a beauty colloquium with experts and journalists from the sector to help our public boost their facial and body care routines during the return of September.  
In addition, we will be revealing our new products for autumn 2024: a selection of beauty treatments that will bring the most advanced beauty techniques and equipment in the sector to the public.  
From 12 to 15 September, visitors will be able to live an immersive experience of the ‘It was Dorsia’ campaign at our stand, which will be made up of unique spaces (never seen before in Cibelespacio!):

• A spectacular cinema box office, in the purest ‘Old Hollywood’ style, where the public will receive a ticket to access the stand and make the experience even more real. 
• After passing through the box office, they will enter our Walk of Fame, where they will be able to take different videos and photos thanks to our glambot, an intelligent robot that creates audiovisual content on the spot. 
• Then, they will find the Dorsia cinema, where they will be able to see the different stories of the protagonists of ‘It was Dorsia’, as well as the making-of and information about our treatments, as if they were in a real old cinema in Los Angeles!
• One of the main photocalls will be an immersive box/film poster where the public will be able to take photos of themselves as if they were the protagonists of one of our films. 
• One of the most intimate areas of the stand we are inaugurating this year is the Live Clinic, where visitors will be able to try out two of our most innovative body devices and get diagnoses in situ.
• At the end of the tour, we will be giving away gifts and the public will be able to leave their personalised messages on a big star... So that every visitor can leave their mark on our Walk of Fame!

PROGRAMME FOR 12 SEPTEMBER

12:30-13:15                                                    

BUMPERS BRAND

ACTIVITY/WORKSHOP - PAINTING ON GARMENT                   

Creation of a unique piece by means of painting with illustration by Andrea Abad on a Guayabera shirt.

18:15-19:00                                    

MONTECOLINA

ACTIVITY/WORKSHOP - FLAMENCO WORKSHOP: MONTECOLINA EXPERIENCE                

Immerse yourself in the fascinating world of flamenco fashion, where elegance and tradition meet. This interactive workshop is designed for those who want to learn about the accessories that transform any look, no matter how simple.

PROGRAMME 13TH SEPTEMBER

12:00-13:00                    

ÁLVARO CALAFAT

ACTIVITY/WORKSHOP - SIGNING OF T-SHIRTS EXCLUSIVELY DESIGNED BY ÁLVARO CALAFAT AND PRESENTATION OF THE DAVID DELFÍN PRIZE CALL                              

A T-shirt designed and signed by Álvaro Calafat, a Málaga de Moda member designer, will be handed out as a gift. In addition, there will be a presentation and opening date for the David Delfín Award promoted by Málaga de Moda.

13:15-14:00

TRICOTRÁ

ACTIVITY/WORKSHOP - MAKING LIVE CROCHET EARRINGS                     

You will be able to learn the technique and creativity that can be used in pieces such as earrings with such a special technique as crochet.

VERA BLONDE

ACTIVITY/WORKSHOP

How to have the perfect leather bag

You will learn how to take care of your leather bag so that it is always perfect.

16:45-17:15

VERA BLONDE

ACTIVITY/WORKSHOP

How to have the perfect leather bag

You will learn how to take care of your leather bag so that it is always perfect.

18:15-19:00

BOLD WOMBAN

MaternArte: A Fusion of Art, Fashion and Motherhood

In this workshop organised by Bold Womban, you will witness a unique event: the live creation of the design that will lead our next collection of breastfeeding t-shirts. Renowned Malaga-based artist Chelo Mayorga, famous for her inspirational works on canvas, will bring her creativity to life. This workshop is a celebration of motherhood that fuses art and fashion in a unique way.

PROGRAMME 14TH SEPTEMBER

11:45-12:30

BAROQUE ELEGANCE

Chiselled jewellery

Screening of images and videos related to their craft linked to fashion.

12:45-13:30

OWNERS

Own your style

Live demonstration, creating different looks and combining the 084 bag for the fashion world. You will be inspired to be whoever you want to be.

16:45-17:30

JULIETA BRAND

GOYAESQUE VINDICATION: THE JOY OF THE ‘CASTIZO’.

Demonstration and history of our exclusive Goyaesque garments, where we will give you some ideas on how to wear them to achieve a unique and different style.

PROGRAMME 15 SEPTEMBER

11:45-12:30

INMA DE LA RIVA & IRRIDELO

ACTIVITY/WORKSHOP                                     

LIVE ELABORATION OF PIPE CLEANER SEA CORALS                     

Making of headdresses created with pipe cleaner material that evoke the majesty of the infinite sea, adding a special touch.

Thursday 12 September:

10:15h Exhibition Rosana Largo

17:00h Exhibition Baro Lucas

Friday 13th September:

10:15h Exhibition Azul Izal

14:30h Exhibition Concha Ceballos

18:00h Exhibition Marcos Villafruela

Saturday 14th September:

10:15h Exhibition Ángel Iglesias

14:30h Exhibition Irene de la Cuesta

18:00h Exhibition Raquel Tomillo

Sunday 15th September:

10:15h Exhibition La Nueva Costura

16:30h Exhibition Natacha Arranz

Branded space with bar and chill out area where a menu of cocktails and mixed drinks will be offered by Schweppes bartenders.

Live a deliciously fashionable experience with Extra by Kellogg's.

Enjoy our #CrunchyPlacer space at Mercedes-Benz Fashion Week Madrid and try our crunchy Extra granola.

Extra de Kellogg’s is a brand of granola from Kellogg's that focuses on crunchy pleasure without remorse, a range designed for the enjoyment-conscious. Our granola is characterised by its high quality, powerful flavour and aroma, as well as a unique presence and texture that awakens all the senses to start the day with a delicious super crunchy ritual.