Fashion is much more than clothes. It is a way of expression in which the combination of various elements (jewelry, costume jewellery, footwear…) seek to convey something. “It is an instant language”, as the Italian designer Miuccia Prada says. “What you wear is the way to present yourself to the world.” And, for this reason, in the same store you can find all kinds of accessories that contribute to creating an image: shoes, bags, necklaces, coats, rings, earrings and even decorative items for the home. Because what is dressed is as important as the space that surrounds us. It all adds up.

At Ifema Madrid they know it very well. For this reason, they have brought together four fairs that complement each other in a single event: Intergift (a reference for decoration, furniture and gifts), Bisutex (the international costume jewelery fair), Madridjoya (the key event in jewelery and watches) and Momad (the largest Spanish fashion and footwear showcase). “What is working best as a store is what is known as a concept store, a place where you can find some shoes, a piece of jewelry and even some decorative item. That is what the clients in the market and the professionals who will visit all these fairs that have been grouped together in the same event are looking for”, says Julia González, director of the fashion, beauty, lifestyle and decoration fairs at Ifema Madrid.

All these events will coincide the first days of next February in the pavilions of the fairgrounds of the Spanish capital. Some 30,000 professionals are expected to attend during these dates. Intergift starts on February 1 and runs until the 5th. This space is divided into two: Home&Deco —which will bring together furniture and decoration creations and proposals, both for exterior and interior, lighting options, rugs, and handmade products — and Gift, where you can find souvenirs, toys and board games, stationery and writing items, electronic products, as well as costume items. In addition, this year the elite of decoration joins: Textile Editors, an area in which all the trends in the creation of textile designs, wallpapers and coverings will be revealed, and which is usually very visited by architects, interior designers and decorators.

Bisutex and Madridjoya (which start on February 2 and end on February 5) will bring together national and international designers and artisans. The new jewelery collections stand out for the use of natural raw materials, as well as for the designs inspired by nature and the geometric prints in the accessories. You can find unique pieces in sunglasses, scarves, cufflinks and bags. Bisutex will have a space dedicated to signature jewelery (Archi) and another for young designers and emerging companies (Minis). Madridjoya, for its part, will focus on articles for the celebration of weddings, baptisms and communions, as well as special dates such as Valentine’s Day or Mother’s Day.

eye-catching designs

The companies that will meet stand out for the use of materials such as silver, yellow gold, natural stones, diamonds and pearls. “There is a trend towards large pieces and striking design”, highlights the director of the event. In the offer that can be appreciated, youthful maximalism and unexpected combinations stand out: large bracelets or long earrings or large hoops. Floral designs are also a dominant style.

The last fair to start (from February 3 to 5), but not the least important, will be Momad, a space dedicated to fashion, footwear and accessories, which will be the meeting point for some 300 national and international firms that will present their collections with different styles, especially a new collection for spring/summer this year and autumn/winter 2023-2024. Momad will be divided into different styles: from contemporary, casual, party and event garments, to urban, leather and coat fashion, as well as underwear and swimwear. The objective of the organizers is to be able to cover all segments and to get more and more professionals interested in the offer, which mostly belongs to Spanish firms. “There are companies of all sizes, but the majority are medium, small and micro, which reflect the business fabric of the country,” González emphasizes. And there are newly created ones, as well as some very veteran ones. In both cases, says the director, they are trying to face the economic situation that has been diminishing the results sheet since the pandemic broke out.

“Companies related to the fashion and decoration sector are still recovering… they are not yet at 100%,” highlights the representative of Ifema Madrid. In Spain, fashion is an economic pillar. Companies in the sector generated, before covid-19, 2.8% of national GDP and contributed 4.1% to the labor market. Its contribution was also felt in the public coffers: the sector contributed some 6,000 million euros in taxes, according to an EY report. However, the health crisis and the confinement have given it a real slap, with a drop in sales and the reduction of staff. Added to this panorama is the lack of supplies and inflation, which has skyrocketed due to the Russian invasion of Ukraine.

To help offset the negative effects that the sector is experiencing, Ifema Madrid wants to attract more foreign buyers so that they become potential customers of Spanish companies. This year, the organizers of these four events have invited 300 foreign firms. “For example, buyers of the Palacio del Hierro come from Mexico almost every year, which is like El Corte Inglés here,” González points out. This year, according to the director, the focus has been on Latin American and European clients. “There are opportunities for everyone,” she concludes.

Five Days agenda

The most important economic appointments of the day, with the keys and the context to understand their scope.


By Chavez

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