Allianz EGO continues to support emerging talent with a new edition at MBFWMadrid in September 2024. The Sunday event will showcase collections by MAL Studio Custom Project, Anamingo, Karlo Módenes, Alejandre, Boltad, Arturo de la Rosa, XVStrange, H05, and Santamarta. These industry newcomers are contenders for the 24th edition of the Mercedes-Benz Fashion Talent Award. The winner of this prestigious prize will have the opportunity to walk the catwalk at Mercedes-Benz Prague Fashion Week. This edition’s guest international designer will be Tomas Nemec from Czech Fashion Week.
Event Details and Schedule
Madrid, 17 July 2024. Allianz EGO will make Sunday at Mercedes-Benz Fashion Week Madrid (12-15 September in Hall 14.1 at IFEMA MADRID) a major launchpad for new talents in Spanish fashion. A total of nine firms will present their creations on 15 September, with one winning the Mercedes-Benz Fashion Talent prize, allowing them to showcase their collection at Mercedes-Benz Prague Fashion Week. This prize has previously launched the careers of notable designers such as Pepa Salazar, Ernesto Naranjo, Outsiders Division, and Dominnico.
Featured Designers and Collections
The emerging fashion talents set to feature on the Allianz EGO catwalk include MAL Studio Custom Project, Anamingo, Karlo Módenes, Alejandre, Boltad, Arturo de la Rosa, XVStrange, H05, and Santamarta. Tomas Nemec, the international designer from Mercedes-Benz Prague Fashion Week, will close the day. The event will begin with the Allianz EGO Confidence in Fashion award ceremony, recognizing the best of the 15 designers presenting their collections in the Showroom Allianz EGO.
Collection Highlights
MAL Studio Custom Project, winner of the Allianz EGO Confidence in Fashion in February 2024, will kick off with “Axis Mundi,” a personal expression of the emotions and nostalgia of its creator, Michelle Lima. This will be a double show with Anamingo, presenting the “Ajuar” collection, which explores domestic memories and offers a private view of the home as a silent witness to its inhabitants’ experiences.
Karlo Módenes will debut with “Who is the killer?”, a fashion adaptation of the classic board game “Cluedo,” featuring characters inspired by Hollywood cinema classics. Alejandre will share the slot with his “Core” collection, which explores the intimate connections between an artist’s work and personal life, advocating for uniqueness and against conformity in dress codes.
Showcase of Award-Winning Collections
Boltad, winner of the Mercedes-Benz Fashion Talent in September 2022, will present “Woltad,” an imaginative collection representing a surreal nation where cultural diversity and personal expression coexist. Arturo de la Rosa will follow with “Children of Uncertainty,” a collection that deconstructs and reconstructs familiar garments into unexpected forms.
XVStrange will return with “The Artist’s Path to the Artwork,” focusing on the artist’s journey to connect with their source of inspiration and creativity. H05 will present “Visit,” a nostalgic collection that revisits grandma’s house in search of a slow, meaningful experience.
Final Presentation and International Influence
Santamarta will showcase “About Perception,” an upcycling collection emphasizing pattern-making and simplicity with minimal environmental impact. Tomas Nemec will close the event with his S/S25 collection, inspired by the vibrant essence of a Sicilian sunset, capturing the spirit of a lively hotel lobby scene.
Sponsors and Collaborators
MBFWMadrid, organized by IFEMA MADRID with support from Madrid City Council, is backed by numerous loyal participants, including main sponsors Mercedes-Benz, L’Oréal Paris, and Inditex; sponsors Allianz, Iberia, and MO; and collaborators such as Dorsia Clínicas, GHD, Udit-Universidad de Diseño, Innovación y Tecnología, the Community of Madrid, Málaga de Moda, Junta de Castilla y León, Mar de Frades, Schweppes, and Martin Miller’s Gin. The ESDEN Business School and Kellogg’s will also participate.
