Personal News
They have had to go through 76 editions of the reference fashion catwalk in Spain, the one now called Mercedes Benz Fashion Week Madrid (MBFWM), so that the non-specialist public could attend the Ifema fashion shows in Madrid. On its Instagram account, the organization advertises the sale of tickets to attend the fashion shows, announces it as an experience for fashion lovers, but also suggests that it be a gift for Valentine’s Day. Because the Madrid catwalk starts a day later, from February 15 to 19 and in this 77 edition participate 40 designersbetween established and emerging, and 200 professionals in what is the most important fashion event in Spain.
For 39 years, the creativity of many of the most relevant needlewomen in our country has been celebrated twice a year, but until now you could only access the catwalk if you were the press or a guest of the designer, the organization (Ifema) or the sponsors. However, now and for the first time in history access is sold as if it were a Malú concert: “it is a pilot project”, says the management of Ifema, “because we continue to maintain the distribution of 12,400 free tickets to the cibelespacio through our sponsors.
The area with a cosmic name to which the MBFWM management refers is the one located around the two catwalks, inside Ifema pavilion 14.1, where sponsors, fashion and lifestyle magazines, beauty firms and young designers, exhibit their latest products. Cibelespacio is an extension for entertainment and which, until now, could only be accessed with a free physical or online invitation: “it sold out in a few hours,” they say from the organization, since many tickets “were not used” as a result of “mass downloads”. Now, upon payment of 10 eurosyou can have a cosmic experience and thus collect to make it profitable, although Ifema emphasizes that it is the only solution to “order the demand for access”.
Teresa Helbig spring/summer 2022 collection runway show.
If you click on the MBFWM website, you can buy two types of experiences: the first, already mentioned, Cibelespacio, where for 10 euros you can pose in photocalls and attend sponsor activities, see and buy at the Allianz EGO showroom , attend work sessions with influencers, talks and rest at the MBFWMadrid Café. The second is somewhat higher, since its price is 60 euros And with that ticket you can enjoy a show of your choice, attend the Kissing Room (an area where the fashion designer poses for the media after the show) and includes access and enjoyment of Cibelespacio.
The management of the Madrid fashion catwalk has assured us that it will not have final sales data until the end of this 77th edition, but it seems that those laymen who adore Spanish fashion will like it a lot. As data, it should be noted that, at the time of consulting the web for the preparation of the news, the page reported that there were nine people buying tickets. This promises, but will there be resale like in football? What do fashion designers think about it?
Models at the Teresa Helbig show in February 2022.
“It must be pointed out that the designer’s space for commitments will continue to be at his invitation,” he says. Pepa Bueno, executive director of ACME (Association of Fashion Creators of Spain). Although we are not aware of any international fashion week that puts tickets on sale, Pepa explains that it is a strategy of the Madrid event and gives the reasons why it has been done: «Fashion is itself change, transformation and adaptation, something that in recent years has become extremely acute. And if we talk about the catwalks, this adaptability to market circumstances has been evident in different ways depending on the country. In the case of MBFWMthe management of the fair institution has sought its own strategy, which defends a reasonable model from its point of view that is obviously ‘unique’ in Europe, and which involves marketing attendance at parades».
