On September 12-14, Momad, the Spanish trade fair for clothing, footwear and accessories, took place in the halls of Fereira de Madrid. With around 800 international brand exhibitors and around 115,000 visitors from 62 countries, Momad is one of the largest fashion industry events in Spain.
In April, Ifema announced that the September edition of Momad would coincide with Intergift, Bisutex and MadridJoya. The organizers hoped that this would lead to positive synergy effects between the fairs. Elena Valera, communication director of Ifema says: "We are totally satisfied. Momad's coincidence with Bisutex, Intergift and MadridJoya expands the call for trade visitors and this will facilitate the business opportunities available to the participating companies, and offer visitors a bigger overview of the fashion sector and the trends that will mark the new season."
On the first day, however, it was still very quiet at the fair. Nevertheless, some exhibitors were satisfied. Ricardo Garcia of Malmok said, “Even though it has been quiet so far, we already had some good discussions at the stand and also international visitors. The fair naturally attracts almost 80% of trade visitors from Spain, but for us as a sustainable swimwear brand this is of course also the right contact.”
Sabina Deus of D_The Brand noted, “We have already had many visitors at our stand. It's important for us to be here because we only received the award for best sustainable brand in the February issue of Momad. That was good advertising for us and we notice that people are increasingly looking for sustainable brands.”
"We're pretty happy so far. The first day is quieter and quieter, that will change until Saturday," said Burak Dirihan of Bohonomad.
In the following days the halls filled up as well. According to Ifema, a total of 115,000 visitors came to see the latest trends and collection for s/s 2020. "Momad is reinforcing its commitment to sustainable fashion, with a significant increase in the participation of firms working in this specific segment. Thus, the current edition, held on 12-14 September 2019 at Feria de Madrid, is bringing together 40 exhibiting companies in the sustainable experience area, 30% more than in the previous edition", says Elena Valera.
Accompanying the fair, the supporting program offered conferences and panel talks on topics such as brand management, e-commerce, visual retail, cypersecurity and marketing and communication for multibrand stores. The "Green Saturday" focused on the topic of sustainability with lectures on topics such as: “Sustainable Fashion. A Basic Manual. Concepts,” “The Challenges of Entrepreneurship in Sustainable Fashion” and “Helping Companies Implement Sustainability.”
Our favorite new labels:
Papaia Praia comes from Portugal and was founded by Teresa Leal in 2017. Together with her mother, she learned how to sew and designed the perfect swimsuit for herself. "I always had the feeling that there wasn't the perfect swimsuit or bikini for me," says Leal. The result is a beautiful swimwear collection that is both playful and sporty.
Behind D-The Brand is Sabina Deus Muñoz. She started the sustainable label at the beginning of this year and one month later won the first edition of the contest "Fashion, Sustainability and Business", run within the framework of Momad, Fashion in Madrid. Muñoz descrivbes the style of the brand like an extension of herself: minimalist, perfectionist and, above all, with a conscience.
Natalia Sanchez founded her jewellery label Bamboleira 2017 in Bogota, Colombia. The handcrafted jewellery are made from the fabrics of Werregue, a craft technique that has been part of the traditions of the Wounaan community in the Chocó department of the Colombian Pacific for years.
Behind the swimwear label Malmok is Ricardo Garcia. He founded the label in Madrid in 2017. Since this season Garcia has extended the collection to shirts and longsleeves. His goal is to be the most sustainable brand in the swimwear segment. Malmok stands for cool and relaxed looks.
Chela Clo was founded by George Toledo in Gran Canaria in 2015. The label offers swimwear, cycling and motorcycling shirts as well as longsleeves and sweaters for men. Colourfulness blends with sporty coolness - this is how functional clothing should always look.
The clothes of the label are produced in Sevilla. The designer says about her label: "Our garments remain unchanged from the trends - the design is timeless. Our pieces create unique experiences. We put quality before quantity, individual before collective and comfort at the centre of the product." We can only confirm this statement with the exhibits we saw at the fair.