Madrid fashion week reborn: valentina suárez-zuloaga bets on a ‘new miami’ and spanish talent
Madrid is trading its cobblestone streets for designer runways this September, thanks to a bold vision from creative director Valentina Suárez-Zuloaga. Forget the twenty-minute drive to the outskirts – the city itself will be the epicenter of the revamped Mercedes-Benz fashion Week Madrid.
A renaissance in style
After just over a year at the helm, Suárez-Zuloaga has injected a much-needed dose of dynamism into the Spanish fashion scene. The former e-commerce executive for Stella McCartney and Temperley London, and founder of slow fashion brand Es Fascinante, is betting big on Madrid’s burgeoning international appeal – dubbed ‘the new Miami’ by a wave of Latin American visitors – to elevate the platform and attract global attention.
“We’re seeing an incredible influx of international visitors, mainly from Latin America,” she explained. “Venezuelans, Colombians, Mexicans… they’re establishing businesses and making Madrid their home. It’s a perfect moment to capitalize on this growth.”
From the venue to the streets
This September marks a crucial shift: for the first time, MBFW Madrid will be held entirely within the city limits, utilizing palaces, institutional buildings, and even the streets themselves. This strategic move, a direct response to designer requests for more unique presentation spaces, aims to firmly establish Madrid as the leading platform for Hispanic fashion in Europe.
“Our designers have been asking for the option to present their collections in unique environments, and we are trying to position MBFW Madrid as the main platform for Hispanic fashion in Europe,” Suárez-Zuloaga stated.
A curated calendar and a star-studded front row
The revamped schedule prioritizes a more focused approach, separating menswear, womenswear, and other categories to create a clear narrative. The first day is dedicated to established Spanish brands like Pedro del Hierro and Adolfo Domínguez, while the second showcases brands with strong social media presence and cultural relevance. The aim is to attract press and buyers, a challenge in a crowded fashion calendar.
“We’re very conscious of not overlapping with the major fashion weeks,” Suárez-Zuloaga added. “We deliberately aligned the dates with the period just after Formula 1 in Madrid, taking advantage of synergies with IFEMA’s event.”
Collaborations and cultural icons
This season, MBFW Madrid is partnering with Agua Bendita, a celebrated Colombian resortwear brand, in a first-of-its-kind collaboration with the Latin American Fashion Awards (LAFA). Expect a special showcase on September 15th, featuring prominent Hispanic talent, including a live performance by a well-known singer. The wishlist for the front row extends to TV stars, singers, and even cultural icons like Pedro Almodóvar – a name synonymous with Spanish cinema and style.
“We’re looking for breakout TV stars and singers to invite,” Suárez-Zuloaga revealed. “And of course, it would be amazing to have Rosalía, especially since this year marks the 10th anniversary of designer Palomo Spain, who has dressed her on multiple occasions. Queen Letizia is unfortunately unable to attend, but we’ve extended an invitation.”
A legacy reimagined
Suárez-Zuloaga’s vision extends beyond the runway. She’s nostalgic for a golden age of Spanish fashion, recalling the influence of Cristóbal Balenciaga and other legendary designers. “We need to take advantage of this moment and help uncover the next generation of Spanish talent,” she concluded. “Spain is incredibly strong when it comes to accessories, particularly footwear. Flabelus, for example, is a huge success story – and I believe collaborations will be key to unlocking the next It-item.”