The seventh edition of the Urban Fashion Festival MADRID ES MODA (MeM) opens officially, organized by the Asociación de Creadores de Moda de España (ACME), MeM aims to 'dress up' the capital during Fashion Week through exhibitions, special window shops, museum tours, meets, shopping ... All featuring Spanish fashion design and creativity.
Fashion shows in the heart of Madrid ...
Additionally to the urban fashion show of signature label Maison Mesa, celebrated in the heart of La Latina hood (within the framework of La Latina Fashion Weekend) and that acted as a preview of the actions programmed for this edition. Lauwood brand will showcase its creations in a fashion show at La Latina Cement Design. Signature label Oteyza will show in DIMAD Matadero space with dancers from the National Ballet of Spain and with choreography and the special collaboration of Antonio Najarro, Artistic Director of the BNE. Ion Fiz will also hold his own fashion show in Vintalogy space, where he will show a delicate, ethereal and eternal collection and María Lafuente will hold her fashion show on the 12th of July in Harley space in Madrid.
Also in exhibition will be the star design of the "Maya Hansen x Chupa Chups" collection at the Salón ESPACIO Q (calle Pelayo 41). A corset created with pieces in 3D and topped with dozens of candy lollipops Chupa Chups, which designer Maya Hansen presented within the OFF schedule of MBFWM.
Fashionable museums ...
The capital’s museums will also participate in MADRID ES MODA. Thus, the Thyssen Bornemisza Museum will hold a guided tour of Vasarely's exhibition, with fashion as the guiding thread; the Museo del Traje will have guided visits with commentaries to the Photoespaña exhibition “Fashion! Spanish design through photography”; the National Museum of Decorative Arts joins the urban fashion festival through a Storyteller, "The Dream of Elsa", inspired by the work of one of the most important creators of the twentieth century, Elsa Schiaparelli, and the piece that inspired this original story may be contemplated in its rooms; the Sorolla Museum will hold guided tours “Dressing for a garden” and the Museum of the History of Madrid will showcase the exhibit, with guided tours, “The Plaza Mayor is also fashionable.”
IVth Edition of the Window shop competition ...
Not to be missed in this festival is the traditional window shop competition, where shop windows made by students of IED and CSDMM, in the novel category, and window shops of leading fashion brands made by window dressers, in the professional category, compete thanks to the support of the City Council of Madrid through Madrid Fashion Capital.
Las Rozas Village, one of the most special shopping destinations in Madrid, is sponsoring this year's novel window shop competition following the company’s philosophy that supports young talent. Thus, in spaces such as the Hotel de las Letras or Las Rozas Village, we can find window shops in this category where students will showcase their creations full of imagination and creativity.
Other spaces such as those of Roberto Verino, Pedro del Hierro, Ulises Mérida or Jorge Vázquez, opt for a prize in the professional category. Pilar Dalbat also participates in the window shop competition in the San Pedro Market space, where she will also have a pop up with the mythical garments from her Sacromonte collection (SS 2018).
Gastro-fashion, artisans, exhibitions, talks, bookshops and fashion films ...
As regards the festival's gourmet activities, Juan Duyos has created a menu with his favourite dishes from Madrid for the Casa de Comidas of the Gran Clavel restaurant at Hotel de Las Letras.
For the third consecutive edition, Desigual organizes UNDRESS by Desigual, a meeting place to share key themes about Spanish fashion in the 21st century. On this occasion, we will delve into how the freedom of aesthetic expression of the new generations, born on the street, is influencing the fashion industry. As a second theme of the day, work will involve the revitalization of fashion trades and to revalue artisan crafts. In a shared format between round tables and workshops, these issues will be approached as well as being able to see close up the work of various professional artisans.
The Gran Meliá Fénix Hotel, a regular at MADRID ES MODA, will house an exhibition of a selection of the Spring / Summer 2018 collections that have been presented on the MBFWM runway, and an exhibition will be held at the Meliá Madrid Serrano Hotel regarding the world of travel, in which Hannibal Laguna, Agatha Ruiz de la Prada and Devota&Lomba participate.
Designer Leyre Valiente will hold an exhibit of her Fhloston Paradise collection at Singular Market, a space dedicated to design furniture and lighting pieces with their own character, in the Lavapiés hood (San Cayetano 8). Likewise, the designer will exhibit three looks from her bridal collection "For those who look at the stars" under the slogan " For those who look at the stars with a wide awake Novu look" in the beauty space Novu de la Calle Hermosilla.
Lauwood brand will exhibit in Platea Madrid multispace its new collection of bags and wooden accessories, entitled “Roots”, inspired by the gardens of the Real Sitio de San Ildefonso. Libraries such as Panta Rhei, Liberespacio or Naos (which will also have a space dedicated to Fashion) will have window shops where design and fashion creation will have a preferential place.
Artist Elke Walter, known for dressing the renowned international architect Zaha Hadid, shows her sculptural, photographic and fashion work in an exhibition at COAM and later a conference in the same place.
At the Westin Palace Hotel, workshops by "ELLE FASHION SCHOOL Passport" will take place. “Power your Personal Image in Social Media”, “How to create your fashion brand”, “Types of fashion events”, “Styling in e-commerce”, “Sustainable fashion”, “Digital transformation”, “How to make your fashion resume”, “Retail multi channel” and “Brands loves Influencers”, are some of them.
Designer Ágatha Ruiz de la Prada celebrates a party in her Calle Serrano space, on occasion of the presence in Spain of designer OCANTOS, film director and visual artist, whose artistic works translate to different textures such as leather, silk, chiffon and shantung. Equis Room, meanwhile, will hold a series of Fashion Films projections made by students of the IED.
MADRID IS FASHIONABLE Sustainable ...
The Circular Project’s proposal for the summer edition of Sustainable Fashion will be Slow Heart and will be focused on highlighting the value of the figure of the dressmaker and dressmaking ateliers. To this end, different activities will be held, such as a Sustainable Fashion Exhibit in Mar de Energía-Mares de Madrid, and a cycle of Slow Heart Conferences in the Auditorium of the Casa del Reloj, in Matadero. The final highlight will be the 3rd of July “Let it Slow fashion show!” in the Spring Hall of the Auditorium of Casa del Reloj and a Showroom in The Circular Project, where the collections of the brands that have participated in these actions will be shown.
On the other hand, VIABLE (a project that reflects on sustainability and viability as a driving force for change in the fashion industry), involving the students of 3rd year of Advanced Degree in Fashion Design of IED in the great challenge of integrating the factors of economy and sustainability. In this project, students work on the development on a mannequin of a prototype that must respect the patterns of sustainability, together with a dossier that justifies the viability of their proposal. To be showcased in the IED Madrid fashion show today, Thursday, July 5th at 7:00 p.m. in the Pavilion of the Gardens of Cecilio Rodríguez.
Garcia Madrid, creator of the poster of the VIIth Edition of Madrid es Moda.
Design is the central axis of MADRID ES MODA’s program. Therefore, each edition has a new graphic identity created by an ACME designer. Garcia Madrid has designed the image of the seventh edition. The creator wanted to capture in the image the signs of identity of his signature label featuring white and blue, two essential colours in his creative universe. The contrast is set from the colour red, chosen by the designer to make a "wink" to the flag of the city of Madrid that gives its name to the Festival and is the setting of all its activities.
MADRID ES MODA and Social Media ...
Social Media are broadcast channels of creative fashion that are fundamental for the sector. MADRID ES MODA has again this year enjoyed the support of Facebook, which allows the urban fashion festival to bring street fashion to the final consumer, as well as communicating and informing about the different activities that, under the umbrella of MADRID ES MODA, will take place in the capital. As Irene Cano, General Director of Facebook and Instagram in Spain, points out, "with Facebook and Instagram, fashion brands have the opportunity to grow and reach fashion lovers anywhere in the world." MADRID ES MODA is present on Instagram with its own @madridesmoda_oficial profile and on Facebook through the ACME profile.[:]