Madrid fashion week gets a makeover: a new era for hispanic style
Forget the outskirts – this September, Madrid is finally taking center stage as the undisputed heart of fashion in Europe. Valentina Suárez-Zuloaga, the creative director of Mercedes-Benz fashion Week Madrid (MBFW Madrid), is leading a dramatic shift, and the results are already generating buzz.
From suburban venue to city streets
For decades, MBFW Madrid has been held just 20 minutes outside the capital, a strategic decision that, according to Suárez-Zuloaga, “was holding us back.” Now, the event will be showcasing its collections in iconic palaces, historical buildings, and even directly on the streets of Madrid – a bold move designed to capture the city’s undeniable energy and leverage its burgeoning international appeal. It’s a recognition that Madrid is undergoing a remarkable renaissance, fueled by a wave of Latin American visitors establishing businesses and calling the city home.
A surge of investment and talent
The influx of Venezuelan, Colombian, and Mexican entrepreneurs, dubbed ‘the new Miami’ by locals, is transforming the city’s landscape. This momentum has prompted MBFW Madrid to proactively invite international brands, most notably Agua Bendita, a celebrated Colombian resortwear label, for its debut show in collaboration with the Latin American fashion Awards (LAFA). This partnership represents a crucial step in positioning Madrid as the primary platform for Hispanic fashion across the continent – a strategic ambition Suárez-Zuloaga is determined to achieve.
Reimagining the runway
But the changes extend beyond the location. The once-chaotic schedule, featuring everything from swimwear to bridal collections, has been meticulously reorganized. The first day now spotlights established Spanish designers like Pedro del Hierro and Adolfo Domínguez, followed by brands with significant social media presence and cultural relevance. This curated approach, according to Suárez-Zuloaga, aims to “create a strong and clear narrative” around the event – one that showcases Madrid’s unique blend of culture, craftsmanship, design, and commerciality. It’s about attracting the right audience, not just attendees, but those genuinely invested in experiencing the city.
Building a network of influence
The strategy hinges on a deliberate network of collaborators. Suárez-Zuloaga credits her team – including Patricia Sancho, CEO of Roksanda, and Isabel Mascareñas, head of communications at JW Anderson – with providing invaluable guidance. “It’s about strong teams and building the right network of people,” she explains. “We’re creating an ecosystem where everyone thrives.” The event's timing, aligning with the Formula 1 Grand Prix in Madrid, is another key element, promising a broader lifestyle experience beyond the catwalks.
A legacy of style
Looking to the future, Suárez-Zuloaga is clearly nostalgic for Spain’s golden age of fashion, recalling the influence of Cristóbal Balenciaga and other pioneering designers. She believes Madrid has the potential to reclaim that position, and anticipates a new generation of Spanish talent will emerge – brands like Flabelus, a footwear success story, are poised to lead the charge. The goal is not just to host a fashion week, but to cultivate a vibrant, internationally recognized fashion scene – a legacy that will benefit Spain for years to come.