The most digital edition of Gran Canaria Swim Week by Moda Cálida and focused on a professional audience comes to an end
• 38 designers, 20 fashion shows and around 50.000 audiences have followed the Canary runway across the internet, with an increase of 525% compared to 2019
• Best Collection Award: Aurelia Gil and Palmas
• Best Emerging Collection Award: Laut Apparel
• Best Sustainable Collection Carlsberg Award: All That She Loves
• The event introduced a hybrid professional format, with a limited capacity and a full health safety protocol in order to guarantee a safe environment
• With the aim of professionalizing the runway, for the first time a buyers programme have been introduced and 18 buyers attended the event
• Around 800 publications reached on traditional and digital press as well as television, with a total reach of 168 million readers
• Actress Paz Vega, ambassador of the Gran Canaria Swim Week by Moda Cálida 2020 edition
• The front-row of the weekend: well-known faces such as the Canary top model Ariadne Artiles; model Aída Artiles; the creative director of Palomo Spain, Alejandro Gómez Palomo; TV host Josie; singer Mala Rodríguez, or actress Marta Torné
• Influencers such as Nina Urgell, Miguel Carrizo, Marta Ibrahim, Mirian Pérez – Honey Dressing, have shared the fashion shows of #GranCanariaSwimWeekByMC with their respective digital communities
• Big names from the fashion industry over the catwalk such as Helen Lindes or Águeda López, and 50% of Canary models
Maspalomas, October 28th 2020.- Gran Canaria Swim Week by Moda Cálida 2020 edition has come to an end after being co-organized by the Cabildo de Gran Canaria Island Government and IFEMA, a partnership that will last for the next 4 years as it was awarded through the public auction.
From all the innovations introduced this year, stands out the new hybrid professional format, which is adapted to the current health safety situation, and also shows improvements in the aim of internationalization and new brand positioning through the new brand: Gran Canaria Swim Week by Moda Cálida. Sustainability has also been a main pillar in this edition of the Canary runway, where many innovative and environmentally friendly proposals have been seen.
Young Canary designers, as well as renowned brands, have shown their creations, such as Guillermina Baeza, TCN -who has chosen the Gran Canaria Swim Week by Moda Cálida to come back to the catwalks-, Dolores Cortés or Ágatha Ruiz de la Prada. Their high level required stands out in terms of quality, the use of innovative techniques as well as environmentally friendly materials.
Antonio Morales, President of the Cabildo de Gran Canaria Island Government; Juan Manuel Gabella, Director of Industry and Commerce from the Cabildo de Gran Canaria; Ediardo López-Puertas, CEO of IFEMA and Nuria de Miguel, Director of the runway, they all put an end to the event on Saturday at the Expomeloneras venue. The event has showed the collections of 38 designers and brands, from which 18 come from Canary, 15 are national and 5 are international.
Massive success of the digital invitation thanks to the hybrid professional format
Gran Canaria Swim Week by Moda Cálida has launched a hybrid professional format, adapted to the new reality and have maximize the possibilities that the digital world offers. Moreover, this edition has been presented with a new look&feel at the website that clearly represents that the focus is now on digitalization.
The format of this edition has been a hybrid between the exclusive presence of a professional audience and the live broadcasting of the fashion shows in both: ‘on demand’ at the website of the runway and through the Moda Cálida programme. The event has also had a wide representation on social channels. This massive outreach represents how the audience increases thanks to the ones who have followed the fashion shows from their smartphones and other digital platforms, that has reached up to 50.000 viewers.
These numbers reinforce the success of the digitalization of the catwalk, as the web traffic from Thursday to Saturday increased exponentially from 7.952 users from last year to 50.000 from 2020. Gran Canaria Swim Week by Moda Cálida has come further this year and has reached much more people.
Also, the increase of the numbers also shows how much interest this event generates outside from the islands, as apart from receiving 31.484 people from the country, there were also an increase of the traffic from Portugal with 13.456 visitors, and from other countries such as Mexico, United States or France. As Juan Manuel Gabella, Director of Industry and Commerce of the Cabildo says, the co-organization between the Cabildo de Gran Canaria Island Government and IFEMA has resulted very positive and has managed to get their goals of internationalization and opening new markets out from the Canary Islands.
Moreover, around 25% of the visits to the website are from people between 45 and 54 years, followed very close by people from 55 to 64 years old with a representation of 23%. People from 35 to 44 years represents the 20% of users and, from these ones 59,2% are women and 40,8% are men.
Wide media coverage
The media coverage of the event either in on and off-line media, both generalists and specialized as well as television, have reached around 168 million users through around 800 publications. This is a great result that reflects the big informative interests that generates the only professional catwalk specialized in swim fashion in Europe.
All That She Loves, Carlsberg Award to the Best Sustainable Collection
Palmas y Aurelia Gil, Award to the Best Collection
Laut Apparel, Award to the Best Emerging Collection
Gran Canaria Swim Week by Moda Cálida has reinforced its compromise with the swim fashion with three awards that are focused on increasing the visibility of the designers as well as rewarding the constant learning and growth of the brands that participate on the show. The Award to the best Emergent Collection, which consist on a Fashion & Creativity Management course by the ISEM, the only business school in Spain specialized in fashion.
The Award to the Best Collection consist on a report on the professional magazine CYL, specialized in lingerie and swim fashion, about the two winner brands and also Lycra® -@lycrabrand has contributed with 300kg of fiber in order to the winner to produce its own 2021 collection and also with their guidance on the development of their fabrics. Finally, the third award which is the Carlsberg Award to the Best Sustainable Collection which consist on producing a media report for a fashion and trends magazine.
Professionalization of the catwalk
On this occasion, Gran Canaria Swim Week by Moda Cálida will receive the visit of a program of buyers, who will attend the catwalk, reinforcing the business side of the event, made up of then professionals from different parts of the Spanish geography.
Likewise, with the focus on the professionalization of the Canary swimwear catwalk the Fashion Committee has been in charge of selecting the participating brands.
Swim Talks
During the Gran Canaria Swim Week by Moda Cálida, the Asociación Creadores de Moda de España (ACME) have coordinated three rounded tables to talk about swim fashion with some of the most representative designers from this year’s edition.
Sponsors and Partnerships
Para impulsar este proyecto, la pasarela ha contado con la participación de 8 marcas patrocinadoras, que han mostrado su apoyo incondicional a la industria de la moda. Estas marcas son Audi, Carlsberg, Alfaparf Milano, JLH Peluquerías (Jose Luis de las Heras), Fund Grube, GHD, Expomeloneras y Mascarillas Béjar.
About Gran Canaria Moda Cálida Programme
Gran Canaria Moda Cálida is an action program for the textile industry in the island, created by the Gran Canaria’s Council Department of Industry, Commerce and Crafts, which has the counselling of the Asociación de Creadores de Moda de España (ACME), associated institution from 2017. Fashion is for this organization a growing sector with many possibilities for the industrial development and Gran Canaria represents the framework in which designers and companies support their projects.
About IFEMA
IFEMA’s activity generates an annual economic impact of 5.100€ millions and more than 39,000 working places. Its accommodation to the current situation has made it become the very first Spain’s fair institution in getting the AENOR certification thanks to the COVID-19 health and sanitary measures taken, as well as the implemented protocols, which guarantee the safe development of congresses and events in their venues. The AENOR certification, which took the measures adopted during the Mercedes-Benz Fashion Week Madrid as one of the main points to evaluate, it is a very important external endorsement about the effectiveness of the measures applied and the fulfilment of the guidelines set by the Ministry of Health and other health authorities.
