Translated by
Barbara Santamaria
Sep 11, 2019
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Momad readies September edition under new leadership

Translated by
Barbara Santamaria
Sep 11, 2019

Madrid’s fashion fair has started the countdown for its upcoming edition, taking place from Thursday 12 until Saturday 14 September at Ifema. The event will bring together a wide array of Autumn Winter 2019/20 collections whilst offering a glimpse at Spring Summer 2020  trends. Now under the leadership of Ana Larrañaga, this will be the first show to be held since Charo Izquierdo’s departure at the beginning of the Summer.

The fashion fair opens its doors this Thursday 14 September - Momad

Taking place over 34,500 sq mts across Ifema’s halls 2,12 and 14, the trade fair will again coincide with other events at the exhibition complex, including gifts and home decor show 
Intergift, fine jewellery event MadridJoya and fashion jewellery fair Bisutex. The decision to hold them at the same time comes after a successful run in February. 

But Momad has reconsidered its dates to give visitors more time to analyse their sales strategies, define their targets for the new season, and facilitate coordination with its complementary events. Instead of opening its doors on 7-9 September like last year and clashing with Paris’ Who’s Next, this year’s Momad will be held three days after the French womenswear trade show has closed. 


384 exhibitors and 800 brands from 37 countries will descend on Ifema this Thursday to get in front of international buyers, with the line-up of brands including Alba Conde, Matilde Cano, Javier Simorra and Kling. Swimwear and lingerie brands will benefit from a larger exhibition space, taking centre stage throughout the event thanks to a strategy led by Charo Izquierdo during the two seasons in which she was at the helm. These include Aurelia Gil, Como la trucha al trucho, Papaia Praia and Vitamin Sea, among others.

The area dedicated to this sector, located in hall 12, has been redefined in line with the fair’s new strategy, which includes new PR and advertising actions that will aim to offer visitors a wide assortment of products and brands that address the needs of the market. And Ifema is moving even further into the swimwear sector with a new partnership with Gran Canaria Moda Cálida to host the next edition of Gran Canaria Swim Week on 13 September.

Brands including Como la trucha al trucho will be featured in the refreshed swimwear area - Como la trucha al trucho

Meanwhile, sustainable fashion will be once again housed in the ‘Sustainable Experience’ area, which has increased in size to accommodate a 30% increase in brands. 40 labels will be showcased there, including Ane Cuevas, Bamboleira, Fil Noir and Malmok. Additionally, a ‘Green Saturday’ will be held to celebrate all things eco-fashion, and a series of talks and round tables will explore different areas of the sustainability movement at Momad Forum on the last day of the fair. A total of 20 talks are featured in the three-day programme, covering a wide array of topics from e-commerce and customer loyalty to cybersecurity.


Among other initiatives, this season’s Momad will have a group of experts on hand to assist visitors and guide them through the halls as they search for new products or trends. The fair will also have two Corner Shops, a book shop and an Argan Oil Shop, selling directly to customers in a bid to adapt the event to the sector’s changing nature and the conceptual shift of multi-brand stores. Additionally, as part of its CSR strategy, Momad has signed an agreement with the Human Foundation to have a clothing collection box in every hall.

An estimated 15,300 visitors are expected to pass through the fair’s doors this season, in line with the 15,250 visitors who attended the February edition. The numbers, coupled with an increase in retail sales in Spain in recent months, signal a turnaround in the Spanish clothing and textile sector, Momad said. According to data from Acotex (Asociación Empresarial del Comercio Textil), retail sales grew 2.3% in Spain in the period between January and June, and are estimated to jump between 3.5% and 4.5% this year.

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