New era begins for Spain's Momad Metropolis and Momad Shoes
There are changed afoot at Ifema’s halls, which will host the upcoming joint edition of Momad Metropolis and Momad Shoes on 7-9 September. For once, they will be under the leadership of Charo Izquierdo, who is also responsible for the Mercedes Benz Fashion Week Madrid and replaced Jaime de la Figuera at the helm of the fashion and beauty events of the Madrid trade fair institution in April. The transition will see Izquierdo work on the fair’s concepts, driving growth through the men’s fashion category, technology and sustainability, as the exec explained in a recent interview with FashionNetwork.com.
With more than 750 confirmed brands, halls 2, 12 and 14 will host the next edition of Momad Metropolis, where the latest collections for next year’s Spring Summer season will be showcased alongside a selection of Autumn Winter 2018/19 styles. The fair will be divided by product categories, including Urban Fashion, Man, Casual, Contemporary, Partywear, Swimwear, Metro Space (for high end brands), Accessories and Plus-Size Fashion. The goal is to bring together a quality offer to attract both national and international buyers. The vision will, however, face the challenge of coinciding with Paris’ Who’s Next - Première Classe.
Sustainable fashion will be presented in a ‘Sustainable Experience’, a 500-square-metre space dedicated to showcasing 43 companies from Australia, Portugal, Finland, the Netherlands, Mexico and Spain. This number has increased by 10% since the last edition in February. With the aim of bringing together a global sustainable fashion offer, the Sustainable Fashion Associations of Spain (AMSE), Madrid (MSMAD) and Murcia (MSM), as well as the Slow Fashion Next platform, the Inescop technology centre and German magazine Luxiders will also be represented.
Foro Momad will dedicate Saturday’s activities to the concepts of sustainability and the circular economy, while the ‘Green-working’ space will feature an exhibition of eco-friendly companies. The latter is a new element introduced to help sustainable companies find materials and supply chain services.
Technology and digital transformation will take centre stage at Momad 4.0, located between halls 2 and 4. This space will present solutions for the fashion, manufacturing, footwear and accessories sectors across the areas of logistics, big data, customer experience, e-commerce, sensory marketing, artificial intelligence and virtual reality for retail. Compared to the previous edition, this season will represent all stakeholders involved in the process of creating fashion, proposing comprehensive solutions for them. And sponsored by Correos, Spain’s national postal service, Foro Momad will be dedicated to a content programme exploring topics such as digitalisation, expanding abroad and innovation. At the same time, there will be the catwalk shows of a number of brands, while the Summer Terrace will offer a leisure space for music and food.
Finally, hall 4 will host a new edition of Momad Shoes, which is hosting a group of international buyers in partnership with Ices (Spanish Institute of Foreign Trade) in a bid to increase footfall. With visitors from 40 countries, including the US, Saudi Arabia, Israel and Panama, Momad Shoes will showcase the collection of both established names and emerging brands such as Spain’s Pons Quintana and Alma en Pena, Portugal’s Luis Onofre and Italy’s Sandali Positano, to name a few. The fair, which should be “representative of the second largest footwear producer in Europe” and thus the second best fair in Europe, will have to wait a few more days to see if the transformation strategies have been enough to meet such an ambitious goal.
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