Mercedes-Benz Fashion Week Madrid Feb 2016, Backstage

The 63rd Mercedes-Benz Fashion Week Madrid opens with the proposals of 43 great designers and brands  

Starting with a big family photo of all the participating designers, the great showcase of Spanish fashion fired the starting pistol for this edition in the Bertha Benz room of Hall 4.1 of Feria de Madrid 
This year's fashion show was held from 18th to 23rd February. The shows themselves were held from 19th to 23rd February in Hall 14.1 of Feria de Madrid, and today the Desigual firm is proposing to pass through the Justicia neighbourhood of Madrid with a Re-see of its Autumn/Winter 2016/17 collections.

With stunning and original staging, Calle Santo Tomé will see some of its establishments converted into real explanatory pictograms of the Desigual style 
This event is organised by IFEMA and will showcase the collections of 42 of the biggest names in Spanish fashion, which includes a Czech designer, as the winner of the Mercedes-Benz Fashion Talent award.    

Mercedes-Benz Fashion Week Madrid, the main showcase of Spanish fashion,  organised by IFEMA, inaugurates its 63rd edition with a substantial calendar of shows reaffirming its place as the world's greatest stage for Spanish design. Starting with a big family photo of all the participating designers, the great showcase of Spanish fashion has today fired the starting pistol for this edition at 11:30 a.m. in the Bertha Benz room of Hall 4.1 of Feria de Madrid.

The 63rd edition of this fashion show will be held from 18th to 23rd February. The shows will be held from 19th to 23rd February in Hall 14.1 of Feria de Madrid, and today the Desigual firm will be holding a Re-see of its Autumn/Winter 2016/17 collections. What's more, fifteen emerging designers will present their collections at the Samsung Ego Showroom in Cibelespacio, where they will be on sale to the public.
The Desigual firm will aim to surprise us once again, this time with a street performance on a real Madrid street, Calle Santo Tomé, next to Plaza de las Salesas, which will be transformed for a few hours into the perfect stage for presenting a collection inspired by cities as the nexus between traditions and cultures. There is nothing better than a real street and its venues to showcase the firm's proposals for the coming 2016 Autumn/Winter season. 

The latest developments at this year's show were mainly be the inclusion of three essential names on the current stage of Spanish fashion: Felipe Varela, Jorge Vázquez and ManéMané. Their presence in this edition's programme helps to reinforce the leadership position of MERCEDES BENZ FASHION WEEK MADRID, as one of the great events in the world of international fashion and design and is once again a sign of the permanent and decisive support that this fashion show has offered for more than thirty years to the world of Spanish fashion as a whole, which is little by little enhancing its programme to include the most important Spanish designers of the moment.  

Previous participants in the show from other years Felipe Varela, Jorge Vázquez and ManéMané have all taken part in the Madrid show over the years. Varela took to the catwalk for the first time during the Madrid Fashion Show in February 1996, he returned again in September 1998 and then every year until February 2002.   Jorge Vázquez presented his collections on the show's general programme between September 2002 and February 2006, and ManéMané took part in the Samsung EGO platform of young creators in February and September 2013. In recent years, it has welcomed key names from Spain's current design world, such as Alvarno, The 2nd Skin, Juan Vidal, Etxeberría, Leandro Cano, Ulises Mérida and Moisés Nieto, among others, who have received various awards in recognition of their work, and whose designs are now worn by famous celebrities in cinema and international music.   
More than 300 designers on show

Since it started up in February 1985, the MBFWM has hosted the catwalk shows of nearly 300 Spanish designers. Many of them began their careers while the event was still in its early days, and nowadays they are important names on the Spanish fashion scene. Other younger designers have become involved over the years, bringing their talent and new perspectives on fashion design with them, exuding the essence of modernity and contemporary elegance with their creative discourses.    

Davidelfín opens the events programmed for the 63rd show Davidelfín was this time responsible for opening the programme of the 63rd edition of MBFWM with the presentation of his Autumn-Winter 2016/17 collection on Friday 19th February at 11 a.m. in the Mercedes-Benz room in Hall 14.1 of Feria de Madrid.  
The double catwalk show in Furs and Leather by Miguel Marinero and Jesús Lorenzo brought the MBFWM's programme of distinguished designers to a close. In addition, MBFWM February 2016 also has an "off" programme, which includes the fashion shows of the designers María Lafuente and José Matteos. 

Emerging talent on the last day of the catwalk shows Creation, innovation and the avant-garde will be the big stars of the collections of the MERCEDES-BENZ FASHION WEEK MADRID for the Autumn/Winter 2016/17. As usual, the last day of the show programme will be dedicated to Samsung EGO's emerging design, an essential driving force for the regeneration of Spanish fashion. This time 9 young Spanish designers will be taking part: 5 returning ones and 4 participating for the first time. The programme also includes a show from an international designer, the Czech Tereza Rosalie Kladosova, as part of the  Mercedes Benz Fashion Talent award, from the Mercedes Benz Prague Fashion Week, as well  as the show by Virginia Vallejo, as winner of the fifth edition of the Samsung Ego Innovation Project prize. 

Opening up the city

With the 63rd edition of the show, the city of Madrid, as in each of its meetings, once more becomes one of the great capitals of the universe of fashion and international design. As in recent years too, MBFWM will once again be open to the city. This time, the fashion shows will be broadcast on the screens at Platea Madrid, a gastronomic multi-space in the emblematic Plaza de Colón.    

For its part, the Association of Spanish Fashion Designers (ACME) has launched the second edition of the Madrid is Fashion event with the aim of helping to dress up the city with Spanish creativity and design during Mercedes-Benz Fashion Week Madrid, as happens in other European design capitals during their weeks of fashion shows, thereby spreading the spirit of the fashion week into the centre of Madrid by means of various initiatives.

Outstanding prizes for talent

As well as offering the best overview of Spanish fashion at all times, MBFWM is also the setting for various award ceremonies. Once again, the Show will be hosting the awards sponsored by L'Oréal Paris, looking to award the prize to the best established designer's collection and the most noteworthy model on the catwalks in each edition. Similarly, the Samsung Ego day will also host a number of important awards. For instance, the prize for best young designer courtesy of the Mercedes-Benz Fashion Talent Awards, and the show by the winner of the Samsung Ego Innovation Project Award.

Sponsorship and use of new technology 

The Mercedes-Benz Fashion Week Madrid is a key event in the fashion and creative world, and is therefore a constant focus for major brands wishing to be associated with fashion and new trends. 
Therefore, this edition of Mercedes-Benz Fashion Week Madrid will once again receive the important support of its sponsor brands.  In total, 20 brands will be sponsoring the event. Mercedes-Benz, L'Oréal Paris and Inditex are its main sponsors. In addition, other sponsors are Samsung, technology partner of the platform for EGO young designers;  Solán de Cabras, official water; Movistar, sponsor of the MBFWM press room and Bombay Sapphire, sponsor of the kissing room, the frequent meeting point for designers, their guests and the press, where, in addition, they will have their own Solán de Cabras space and Schweppes tonic. 
Specifically, Bombay Sapphire converts the Kissing Room into The Art Room by Bombay Sapphire in this edition, offering a unique experience on the inside of a work of art. The public invited to this room will enjoy an authentic show of lights, mirrors, projections and music that will take them to a new dimension. 

Also supporting this edition are Swarovski, Kaiku Caffé Latte, with their range of take-away cold coffees  Rowenta, Oral B 3D White Luxe, Ribera del Duero, with their excellent wines; ESNE, Schweppes, and Carlota Jewelry. To these can be added other brands such as Lord Wilmore, Elephant&Castle, and 21 Buttons. For their part, the Pons Quintana shoe label will be on the slippers worn by the hostesses and Fashion TV channel is the official international TV station of the show, 
The use of new technologies will once again be very present at MBFWM, both with live broadcasting of the fashion shows on the website  www.mbfwmadrid.ifema.es and an increased presence on the Facebook, Twitter, Instagram and Snapchat social networks, where it will promote the presence of the participating designers and brands, and also its sponsors. In this regard, Twitter will enhance promotion of the event from @twitterSpain and @TwitterFashion, and the event will increase its presence on Twitter through new additions to capture its followers' interest and to contribute to disseminating the name of MBFWM and its main designers at home and abroad. 

Furthermore, as was the case in the last edition, the fashion shows held on Monday will be recorded with 4K technology, the quality and definition of which has a similar effect to 3D, but without the need to wear glasses.