12 September 2020

Insights into the ongoing hybrid edition of Mercedes-Benz Fashion Week Madrid (10 - 13 September)

Currently, the Covid-19 cases are constantly growing in European countries again. For preventing a second lockdown, people, communities, cities, countries have elaborated strategies for making outbreaks traceable. One of the strategies is to focus more on local businesses, regional products or new formats and digital solutions for presentations.

In 2020, the industry worldwide has developed new formats for presenting collections such as the currently running Mercedes-Benz Fashion Week Madrid (10 - 13 September) where design labels like Moisés Nieto answered the pandemic with a corresponding staging.

Photo, video: Moisés Nieto Spring/Summer 2021 presented as alternative format to the parades at the 'OFF-Programme' on 10 September 2020 at the 72nd edition of the Mercedes-Benz Fashion Week Madrid. The OFF-Programme with participating designers like Moisés Nieto, García Madrid, Pilar Dalbat or Oteyza is organized by the Spanish Association of Fashion Creators (ACME) with support from Madrid Capital de Moda. The OFF presentations happened at various places throughout the city in addition to the fashion parades at MBFWMadrid.

At the new MBFWMadrid digital platform at ifema.es/mbfw-madrid, a mix of videos of digital and face-to-face presentations are published together with interviews in the form of 'Speed Meetings' with designers like Custo Barcelona and videos of the daily fashion talks about topics such as 'Innovation in the world of fashion' or 'Marketing in the Post-Covid-19 era'. Already from 8 September, content like interviews and teasers has been added to the digital platform under the category 'Extra Programming' for this year's 'hybrid edition' of Madrid Fashion Week. The new website is extended by the collaborative MBFWMadrid X Amazon Fashion shop and the 'Streetstyle' section where fashion week visitors show their styles.