New direction for Momad as joint show makes a comeback
A sense of freshness as well as high expectations surround the forthcoming edition of Momad, which is taking place on 6-8 February. Once again choosing to host its show over three days from Thursday to Saturday, rather than over the weekend as it was traditionally, the event will mark Julia González’s debut as its new director.
Named in early November, the former boss of beauty trade show Salón Look makes her debut in the first edition to take place since Momad and Shoesroom decided to merge their concepts to create one single fashion and footwear fair. The decision was announced by Ifema, the trade fair institution behind the two events, with the support of the Federation of Spanish Footwear Industries (FICE). The initiative was also backed by 72% of those who attended the last edition of Shoesroom, which was held on a different date in Madrid’s La Nave.
The February show, which aims to support exhibitors’ expansion strategies, will bring together the latest collections for Autumn Winter 2020/21 and highlights for Spring Summer 2020. Brands will be organised by style across various sections, including Contemporary Fashion, Casualwear, Accessories, Sustainable Fashion and Footwear. A large number of Spanish brands will be available on-site, such as Peletería Campoy, Vidorreta, Javier Simorra, Alba Conde, Vilagallo, Viriato and Maite By Lola Casademunt.
There will also be a good number of brands from abroad, such as French labels Derhy, Lauren Vidal Paris and Deeluxe, and Italian brands Marlon, Blue Les Copains and Flo & Co, to name a few. German exhibitors include Esisto and Rofa Moden; Lion Of Porches and Concrete are coming from Portugal; and Brave Soul and Gina Bacconi represent the UK. Also joining are Beaumont and Freebird from the Netherlands, Signature and Ciso from Denmark, Mart and FT Collection from Greece, and Caroline Bliss from Belgium. And visitors can expect to see the latest collection from Colombia’s Studio F, which is showcasing in Spain for the first time.
Buyers come predominantly from European countries, with representatives from department stores and leading retailers from Germany, Bulgaria, Croatia, Slovakia, France, Greece, Ireland, Italy, Portugal, the UK and Russia. And buyers from Mexico and Canada provide the show with a more global status.
Momad’s international growth strategy is in line with CITYC’s data, which shows that the Spanish fashion sector fetched 17.100 million euros worth of exports in 2019, up 2.5% on the previous year. According to Acotex, the sector accounts for 9% of Spain’s exports, with France, Italy, Germany and the UK being the largest markets.
Momad will also offer a comprehensive programme of workshops and seminars, where guest speakers will explore the sector’s biggest challenges in a series of presentations on 6-7 February. These include a talk by Justine Hamelin of Peclers, who will review the next trends in womenswear for Spring Summer 2021, as well as a series of talks on sustainable fashion under the theme of Green Saturday.
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