Ifema Reschedules Fairs To Boost Consumer Demand And Avoid Event Clashes
Ifema, the organising body behind key fashion, footwear, and accessories fairs, is implementing a significant strategic overhaul, including a crucial rescheduling of its events starting next year. This proactive adjustment is a direct response to evolving consumer demand and aims to prevent logistical conflicts, notably avoiding a clash with the Spanish Formula 1 Grand Prix, which is set to debut at the capital’s exhibition centre in September 2026. Julia González, director of Momad, Bisutex, Intergift, and MadridJoya, confirmed that these changes were decided after extensive consultations with the organising committees of each fair held in June.
A primary beneficiary of this strategic shift is Momad, the fashion-focused fair. Its next summer edition is now scheduled for July 23 to 25, 2026, positioning it ahead of other major European trade events like Denmark’s CIFF and France’s Who’s Next. This move also signifies a departure from the cross-sector project initiated in 2021, allowing Momad to operate as a standalone event. However, organisers are exploring possibilities for a different presence in September, potentially a more 'boutique' format, possibly under a new name, to cater to diverse exhibitor needs.
Further modifications extend to other Ifema fairs. MadridJoya, dedicated to jewellery, will transition to a single annual edition, discontinuing its February slot. Similarly, Intergift, which focuses on gifts, décor, and homeware, will also consolidate into one annual edition, consistently held in February, streamlining the calendar for both exhibitors and attendees in these sectors.
The most recent Momad edition, held from September 11 to 13, saw an immediate, positive change with its adjusted schedule, running from Thursday to Saturday instead of concluding on Sunday, as was traditional in recent years. Juan José Estevez, director of the fairs business, noted that this shift was well-received by exhibitors, allowing for more productive work, as Sundays had typically been quieter. Although official figures are pending, organisers reported a 20% increase in attendance on the first day compared to the previous summer edition, with exhibitors like JVZ confirming the change was "very good" despite admitting a dip in footfall on the second day.
However, the September edition also revealed some challenges. While the adjusted days were appreciated, brands such as Meisïe, a Barcelona-based boho label, observed less traffic compared to winter fairs and noted the fair’s smaller footprint, now occupying only one hall shared with footwear and accessories. This feedback underscores the evolving landscape of trade fairs and the need for adaptable strategies to maintain engagement and visibility for all participants.
Beyond veteran brands, the recent Momad continued its commitment to nurturing emerging talent. Ana Sánchez, a designer from Badajoz, made her debut after winning an award in the Code 41 Talent contest, supported by Momad. She utilised her first participation as a vital showcase and an opportunity to connect with suppliers, with aspirations to open her own atelier soon. The edition also featured a physical reorganisation of spaces, with Momad moving to Hall 10 and Bisutex to Hall 8, fostering closer proximity and potential synergies, a change that significantly benefited brands like Alexs, which showcased a popular new line of wool coats.
A major initiative of the recent edition was the "Puente" programme, which facilitated the participation of a selection of Colombian brands. This project, a collaboration between the Bogotá Chamber of Commerce and Bogotá Fashion Week, aims to promote Colombian small and medium-sized enterprises internationally. Brands like Kott Risk and With Love María reported highly positive experiences, making valuable international contacts and receiving warm welcomes, demonstrating the success of these cross-cultural collaborations in expanding global reach.
The September edition saw an increase of 25 exhibitors compared to the previous one, welcoming debut brands such as Polín et Moi and the French label Cacharel, which is currently undergoing a relaunch. They joined a roster of veteran labels including Victoria, Surkana, Carla Ruiz, the Portuguese label Scusi, and the Málaga de Moda collective. In total, Ifema Madrid's organised fairs collectively gathered over 700 exhibiting companies, with Momad alone hosting 300 from 20 different countries, highlighting its international appeal and diverse offerings. The next winter edition of the fashion and accessories trade fair is scheduled to return to the Madrid exhibition centre from February 5 to 7, 2026.
