Momad rebrands to become a global trade show

Ifema is reorganising its fashion and footwear trade shows. "Momad" (the abbreviation of "Moda en Madrid," or "Fashion in Madrid" in English) will be the new name of a global sector event which will bring together Momad Metropolis and Momad Shoes into a unified whole. The first edition of the new concept will take place at Feria de Madrid on 8-10 February.


Momad will take place on 8-10 February - Momad

“I think footwear is fashion and it’s a good idea to make the fairs coincide. However, I also see that there are brands that require other dates. Everything depends on the brands’ strategies,” Charo Izquierdo told FashionNetwork.com in September as she stepped into the role of director of Ifema’s fashion and beauty fairs. In her new position, Izquierdo talked about the need to change and revamp the fairs. “We want to work hand in hand with the exhibitors in order to grow the fairs. It’s very important to have more flexibility, not everything is black and white,” she said, highlighting the event’s efforts to build its menswear and sustainable fashion credentials.

At the time, Izquierdo announced a partnership with FICE, an association involving Spanish footwear manufacturers, to create a new event aimed at the exhibitors who could not attend Momad Shoes due to date clashes. On 17 October, the institution announced ShoesRoom by Momad, a new showroom format which will replace Momad Shoes. The first edition will take place in La N@ve, an industrial site close to the centre of Madrid, on 1-3 March. The move will aim to revitalise the specialist footwear event and build on its last edition, which attracted 82 brands.


The new event will bring together Momad Metrópolis and Momad Shoes into a unified whole - Momad

ShoesRoom by Momad will be held on a different date than Momad, but this doesn’t mean the fashion trade fair will stop its footwear offer. The new version of Momad will also welcome shoe manufacturers and brands, which will be presented alongside clothing and accessories exhibitors. And brands with an interest in attending both events will be able to do so for a special price. Momad will coincide with Bisutex, MadridJoya and Intergift in order to create synergies between all the events and attract the largest number possible of exhibitors and visitors.

And despite Paris’ Who’s Next fair moving its dates and clashing with Momad, the Madrid fair should be able to find its space in the global fashion stage in February, when it will take over from 080 Barcelona Fashion Week. The latest edition of Momad Metropolis and Momad Shoes welcomed 15,000 visitors, continuing to draw the attention of local exhibitors following Izquierdo's appointment. While the fashion hall featured 965 brands, the footwear event attracted just 82 exhibitors, underlining the need to rethink the format to make it more convenient for the sector. Only time will tell if these measures give the industry the boost it has been pursuing.

Translated by Barbara Santamaria

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