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Mercedes-Benz Fashion Week Madrid was attended by around 41,000 people at its July 18 edition

Madrid, 18 July 2018. –Mercedes-Benz Fashion Week Madrid, an event organised by IFEMA, had a great turnout for its 68th edition held from 6 to 11 July, at IFEMA-Feria de Madrid and other venues in the city. The grand Spanish fashion show assembled 47 outstanding Spanish creators and brands and, like last January's edition, was held on new dates, two months earlier than usual, kicking off the international calendar to boost the event's international projection.

At this edition, the first in its history held in July, the event recorded an attendance of 40,870. 36,217 of attendees visited hall 14.1 of IFEMA-Feria de Madrid - fashion show attendees, press and visitors to Cibelespacio-, and a further 4,653 people attended the shows and presentations held at various venues in the city.

These new dates gave the event greater international projection for its fashion shows, one of its priority objectives, and avoided coinciding with other fashion shows, thus attracting the interest of a greater number of buyers and foreign press. Specifically, this edition of the fashion show was attended by 40 international trade guests, representatives from top fashion outlets and distributors, and prestigious media representatives from Europe, America and Asia.

Samsung EGOs emerging talent opened the fashion show
As a new development, young talents from Samsung EGO were responsible for kicking off the fashion show programme in hall 14.1 on Saturday the 7th, with the presentation of Constanza+Lab, winner of the tenth edition of the Samsung EGO Innovation Project, which was followed by the creations of another eight young designers.

Other new features of this edition included the première of La Condesa in hall 14.1; the return to the general programme of the fashion parade of Roberto Torretta and Menchén Tomás; the return of Pedro del Hierro to IFEMA; the Palomo Spain parade after recently receiving the 2018 Who's on Next VOGUE award, and the Duarte and Juan Vidal fashion parades at the headquarters of the Madrid Regional Government.

Furthermore, MBFWMadrid presented an interesting off programme, which included the talk given by the prestigious journalist Jessica Michault, aimed at designers taking part in the fashion show, on the importance of digitisation in fashion to boost business and the internationalisation of its brands.

Furthermore, MBFWMadrid and IFEMA paid tribute to the journalist Jesus María Montes-Fernández, celebrating his 25 years in the fashion world supporting Spanish design and helping spread the Spanish brand throughout the world. More than 40 Spanish designers attended this famous professional's silver jubilee in the business.

MBFWMadrid's Sustainability Commitment
In this edition, MBFWMadrid went one step further in its commitment to Fashion with Sustainability by presenting, with the collaboration of its environmental sponsor Ecoembes, the first parade held within the parameters of the circular economy, by the designer Juanjo Oliva. With his brand Oliva, the designer presented the OLIVA COLLECTION show. III by Ecoembes, a collection made of fabrics made from recycled materials, mainly plastic bottles (PET).

Institutional support
Also, with the support of Madrid Regional Council and the City Council, the city saw the holding of different activities concerning fashion creation and new trends. The Madrid Regional Government contributed on this occasion by supporting the designers Juan Vidal and Darte, who exhibited their creations at the Real Casa de Correos de Puerta del Sol, headquarters of Madrid Regional Government.  Meanwhile, within the framework of the Madrid Capital de Moda (MCDM) programme, the city Council of Madrid set up a screen in Plaza Margaret Thatcher, near Paseo de la Castellana, where people could watch the 68th edition of MBFWMadrid live. In addition, a new free bus service was made available to visitors of MBFWMadrid, connecting IFEMA with Plaza de Colón, everyday.

For its part, ACME put on various activities in the city coinciding with MBFWMadrid, within the framework of its Madrid es Moda programme.

Awards for the best collection, best model and best look
MBFWMadrid 2018 was once again the platform chosen by major brands such as Mercedes-Benz, L'Oreal Paris and Samsung, to reward the new and outstanding designers of Spanish fashion. With the sponsorship of L’Oréal Paris, Jorge Vázquez was voted best established designer, Afrodita Dorado best model, and Agatha Ruiz de la Prada best beauty look, at an awards ceremony presented by Sara Carbonero. Mercedes-Benz awarded the Mercedes-Benz Fashion Talent prize to Outsiders Division, as best emerging company at this edition.  

This edition of MBFWMadrid again had the significant support of the sponsoring brands. In total, 20 outstanding companies sponsored this event. Mercedes-Benz, L’Oréal Paris and Inditex were its main sponsors. Samsung, Iberia, Font Vella, Ciroc, Royal Bliss, sponsors; Facebook and Instagram, Dyson, Only You Hotels, Kaiku Caffe Latte and ESNE , collaborators and Ecoembes, environmental partner of the event.  In addition, Bestway, ESDEN, IED Madrid, Lord Wilmore, Anaconda , Xyon Revolution - which provided the shoes for the fashion show's attendants team,  - and Blover,  who created an exclusive leather design for the staff and attendants of MBFWMadrid.  Fashion TV was once again this edition's official international television channel.

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