MilliOnAir | UNCOVERED
Uncovered
By Alison Lowe MBE
T he ongoing pandemic is having a devastating impact on the global fashion industry, particularly for the emerging fashion labels who are trying to raise awareness of their brands to international customers. At this time of year, I would normally be travelling to a few of the smaller global fashion weeks to discover new talents in their home countries. Although unable to attend the fashion weeks in person this year, I have still taken time to review the shows and digital presentations to bring you some really hot talent that I think you will enjoy discovering. Mercedes Benz Fashion Week Madrid has always been a favourite in my diary and this season was no different. The creativity the designers applied to new formats led to a very successful and special edition, which focused on making the fashion industry more dynamic. Due to the size of the venue, the show organisers IFEMA, were able to address the challenges and still host some live fashion shows to an audience of around 6,000 people over 4 days. Rigorous safety measures were implemented to allow the organisation to host catwalks with an audience and to ensure the diffusion of exclusive content to everyone via a new digital platform, resulting in twenty-five live fashion shows as well as numerous fashion films. As well as the catwalk shows, consumers were able to shop the looks straight from the runway through the Samsung EGO showroom or from their own homes through a new online store. The need for new ways of working for the fashion industry include a more consumer focus, therefore MBFWMadrid is a great example for other fashion weeks to copy as a way of offering a more effective experience despite the pandemic. Sixteen prestigious designers and nine young talents presented their new collections in different formats including Andrés Sardá, Devota&Lomba, Hannibal Laguna, Ágatha Ruiz de la Prada, Marcos Luengo, Dolores Cortés, Dominnico, Ángel Schlesser, Pertegaz, Brain&Beast, Custo Barcelona, and Isabel Sanchís. Many of the collections this season made a nod towards traditional Spanish designs combined with contemporary trends. The result was a host of covetable collections with many desirable pieces to appeal to sophisticated women around the world.
M illi O n A ir magazine
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