MBFWMadrid celebrates its 40th anniversary by consolidating its role as a platform for Spanish fashion. In this edition, the catwalk organised by IFEMA MADRID seeks to strengthen its B2B dimension and project itself internationally. We spoke to Asier Labarga, director of Mercedes-Benz Fashion Week Madrid, about these objectives and the evolution of the event.
MBFWMadrid is celebrating its 40th anniversary this year with an expanded range of experiences for companies. What are IFEMA’s objectives in integrating this new B2B offering into a fashion event?
Our goal is to continue positioning MBFWMadrid not only as the leading platform for Spanish fashion, but also as a space for business networking. With the new strategy we are launching at the next edition in September, we seek to strengthen the B2B offering and bring brands and designers closer to an ecosystem where they can generate synergies, new business opportunities and visibility within the sector. By integrating these experiences, we are taking another step towards professionalising the catwalk and reinforcing its role as an economic and cultural driver.
The catwalk incorporates exclusive hospitality packages that include privileged access to fashion shows, backstage areas and VIP areas. How are these proposals being received by brands?
The response has been very positive. Brands are appreciating and recognising the value of being able to offer their guests unique experiences that combine the excitement of fashion and the opportunity to see a fashion show in a unique and exclusive setting, where we have been able to create a social event of great importance both for the city of Madrid and for the fashion industry. These exclusive packages are helping to strengthen the relationship between brands and their customers and partners, and have become a new tool within MBFWMadrid.
Beyond the spectacle, MBFWMadrid presents itself as a tool for building loyalty and generating business. How does this strategy fit into the overall evolution of public events at IFEMA?
At IFEMA MADRID, we work under the premise that events must go beyond. They should be platforms for experience and business. MBFWMadrid fits perfectly into this vision, combining the spectacle of a fashion show with a business-driven environment where a large number of brands and companies come together. This evolution responds to the global transformation of the sector, where there is an increasing focus on providing added value to participants and increasing returns both economically and relationally.
With more than 40,000 attendees at the last edition, what impact do you hope to achieve in this edition in terms of participation and international visibility?
Our goal is to consolidate and exceed those figures, expanding the reach of the catwalk both nationally and internationally. The 40th anniversary celebration is a milestone that allows us to further project the image of Spanish fashion around the world, attracting the press, buyers and international influencers. In terms of impact, we expect growth in both in-person attendance and digital projection, which today is a key window for multiplying the global visibility of MBFWMadrid and is key to projecting the new strategy to boost the fashion industry.
