The history of Spain as a state has had a great impact on the development of civilization. There were periods of greatness and years of losses in it. But it cannot be denied that the Spaniards' passion for travel and conquest has left a noticeable mark in world history. Similarly, clothing and footwear exhibitions held in Spain reigned at the Olympus of the fashion industry of the Old World.

 

Then they lost their positions to professional events in Germany and Italy. Nowadays, the organizers of the Spanish fashion forums have set the task to return to its former greatness, as at one time the King of Asturias Pelayo began a long process of Reconquista, seeking to liberate Spain from the rule of the Moors. I would like to hope that this plan will also be successful and will not take so much time. There are enough reasons for such an opinion: long-standing traditions of organizing and holding exhibitions, high quality and design of clothing and footwear, the presence of huge production clusters. And all this at fairly competitive prices. The rental of stands and the cost of participation in events is significantly cheaper, and the quality of services provided is maintained at a very decent level.

 

This is confirmed by the expansion of the presence of European brands at the MOMAD Metropolis and MOMAD Shoes exhibitions held in September at Espacio Metro. There were specialists from Germany, Australia, Belgium, Austria, USA, France, Hungary, India, Italy, Portugal, Great Britain, Sweden and Turkey. The level of represented brands also inspires optimism: Luisa Cerano, Airfield, S.T.A.M.P.S., UNIQUE, Marigroup & Co, Marilu, Lollilops, Cotton Brothers and King Louie.

 

It is worth noting that the annual Co_Shoes exhibition is gaining momentum.– an exhibition on outsourcing and the direction of private label in footwear. A number of other exhibitions related to the clothing and footwear industry are developing.

In total, about 1400 brands of women's and men's clothing of all directions, children's and youth clothing and shoes, accessories, leather goods and bags were presented on 24,000 m2. The total area of the exhibitions increased by almost 25%, and about 40% of the brands took part in the event for the first time. The number of buyers from around the world coming to Madrid is also growing quite rapidly and has increased by more than 10% this season. In addition, IFEMA maintains a good tradition of holding industry forums Intergift (gifts), Bisutex (costume jewelry) and MadridJoya (jewelry) simultaneously with MOMAD exhibitions, which turns Madrid into a real center of fashion and modern trends in southern Europe for a few days. In total, 2,800 stamps were presented at the complex, and the number of visitors exceeded 60,000 people.

 

Each industry exhibition has its own character, only its inherent features. National brands present products with their own national characteristics, which can be called the soul of the country. Both MOMADs are distinguished from exhibitions in other countries by the amazing atmosphere of something sweet, native and homely. And this is despite the fact that a huge number of exhibitors show products on a fairly large area. Everything happens very slowly, gently and confidentially, as if you are joining a large family united by a common cause. It seems that the buyers did not come to work, but came to visit: everything is discussed for a long time, thoroughly and somehow imperceptibly. It remains a mystery to me – when do they have time to write orders on so many stands? At the same time, there is a complete lack of nervousness among the exhibitors. There is no panic that some customer will suddenly pass by. Attitude on the verge of Eastern Philosophy: our client will definitely be ours! And after the exhibition, this ambivalent feeling does not leave. On the one hand, you feel quite understandable physical fatigue, and on the other hand, emotional uplift and peace. You feel that absolutely everything that was planned has been done. However, there remains a worm of doubt – and when did I manage it all?

 

 

No matter how common fashion trends are, but each country has its own traditions, and its vision of fashion will always be different from others. Therefore, in the clothes and shoes of Spanish manufacturers, the character and pedigree, boldness and cut, extravagance and many other features are always visible behind the fashion. Roberto Verino, Alba Conde, Mercedes de Miguel, Anna Mora, Skunfunk, Kookai, Noa Noa, Etiem, Oky Coky, Losan, Niza Moda, Almatrichi, Ada Gatti, Mino Mora, Azura, Ana Sousa, Henry Arroway, Calao, Lanidor, Brunella, Waipai, Surkana demonstrated uniqueness and the uniqueness of the very true royal Spanish fashion. Mascaro, Pretty Ballerinas, Pura Lopez, Lodi, Wonders, Hispanitas, Pertini, Pedro Miralles, Mustang, Xti, Refresh, Coolway, Mayoral, Acebos, Drap, CalModa, Chacal, Alma en Pena, El Naturalista, HERCE Valverde, M&P Maypol adequately presented their products at the brand festival Spanish shoes and bags. At this level of design and quality, you are no longer surprised when you see Alessandra Ambrosio and Jesus Castro representing Xti on banners in Milan. Or when Luis Onofre himself (brand Luis Onofre), as well as other famous designers, greets you at his stand, at the exhibition also in Milan. At all significant European exhibitions, Spanish shoe brands occupy a significant place. The Milan MICAM was no exception. All this makes Spanish clothes and shoes commercially successful: buyers get real Spanish style and quality at fairly low prices.

 

Eco-fashion is also being developed: more than 20 enterprises presented this direction at the exhibition. Also, Swimwear fashion is strengthening its offer at the exhibition and doubling its presence compared to last year's exhibition: Dunadu, Cocada, Noronqui, Arena Negra, Kalisy, B-Kini Milanomarítima, Cotton Crown, 98 Coast Avenue, Kavra de Formentera and many others.

 

MOMAD has long been a serious platform providing solutions for businesses in all segments of the fashion industry. This is manifested both in the joint work of exhibitions with brands and buyers, and in a large program of events with invited specialists of not just a high level, but real professionals with a capital letter, who have invaluable experience and are ready to recommend specific solutions.

 

Even if there was nothing else remarkable besides the above, the event would already be a high-quality professional exhibition. But the event organizer IFEMA always comes up with something extraordinary. This time the guests saw the exhibition in the exhibition. Visitors were able to get acquainted with antique shoes from the Shoe Museum in Elche, visited the shoemaker's workplace, examined a huge shoe made in the Rioja region. Paintings and reproductions of canvases on the history of clothing were presented. Great interest was aroused by the exhibition "Clothes and Art", where the clothes themselves were presented as a work of art. And of course, the guests were happy to visit the unforgettable Winter Terrace, a place of meetings, acquaintances, exchange of opinions and impressions, accompanied by traditional tapas and kappa wine. Here, in a relaxed atmosphere, it was possible to communicate with opinion leaders who were writing their notes right here and now. And vote for the most beautifully designed stand. Here you can feel the warm Spanish sun and an indescribable flavor with all your heart. Perhaps that is why it is so easy, but productive to work on MOMAD.

 

And we can only remind you that MOMAD Metropolis is waiting for professionals from February 3 to 5, 2017 on the warm, hospitable land of Spain in Madrid. And MOMAD Shoes will meet again with almond blossoms and new collections at the beginning of March next year.

 

Author: Lyudmila Kuprik