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 Madrid International Fashion Fair/
Salón Internacional de Moda de Madrid (SIMM)
Aug 31-Sep 2, 2007, Madrid, Spain |
The New SIMM: More Comprehensive, Trendier and Cutting-Edge
 The fair will present a new image and a new layout, as well as a new ambassador, known as SIMMY
The fair will stage a new edition of the LatinoAméricaFashion Show, which will take place on 30th and 31st August
SIMM, the Madrid International Fashion Fair, will present a brand new image and a renewed layout, based on the implementation of an innovative fair project, which will be revealed for the first time between 31st August and 2nd September at Feria de Madrid. The fair will thus begin a new stage in its history that is more in line with the current market situation, based on a more trendy and cutting-edge exhibition with a number of exciting new features. This transformation will help to strengthen the fair´s position as the second most important event in Europe for the clothes manufacturing industry.
GALA, DIVA, PERLAS (´Pearls´), ALMA (´Soul´), ETERNA (´Eternal´), ALAS (´Wings´), BESOS (´Kisses´) and LIBRE (´Free´) are the names that have been given to the different exhibition sections that the consulting company, Dialogue, has elaborated for IFEMA, around which the companies participating at SIMM will now be organised. Each of these sections will present a distinct fashion style, based on its own identity and philosophy of life, with each section also playing an equally prominent role within the fair as a whole. Furthermore, the organisers have sought to fulfil the expectations of exhibitors, trade buyers and the press regarding SIMM. In short, this new project seeks to ensure that each exhibitor participates in the section that best matches his product philosophy, as well as ensuring that every visitor can locate himself easily within the fair as a whole and that the press can identify the different styles at first sight. Within this framework of change and innovation, SIMM will also occupy all of the odd-numbered halls at the IFEMA fairground as of the next edition. The fair is expected to surpass the figure of 800 exhibitors at this edition.
GALA, located in Hall 1, will bring together a number of carefully crafted fashion creations, replete with luxurious materials that have been chosen by the designers to give shape to a series of dream-like dresses. Here we will find all the glamour of party-wear and eveningwear, featuring classy dresses accompanied by hats and headwear and exclusive jewel bags. Among the companies participating in GALA, we might highlight names such as Apología Hispana, María Coca, Tendencias Ferrera and Cabotine.
Hall 3 will feature two approaches. PERLAS (´Pearls´) will bring together the collections of Anna Mora, Cadena La Maglia, Carmen Melero, Elisa Cortés, María Mariño and Mireia Bisbe, among others. These are collections that are based on a vision of eternal femininity, featuring an elegant and up-to-date appeal, thanks to impeccable craftsmanship and atelier designs. These collections combine sober designs with some extremely rich details.
Alongside this section we find DIVA, which is both sensual and exuberant, proposing a daring and seductive type of fashion that makes head turn. This irresistible appeal is created through the combination of the utmost glamour and sophisticated fashion designs, combined with the most striking accessories created by brands such as Saga Ibáñez, Tapioca, Gizia, Chiara & Co, Sam Rone and Lacompel di Landi Andrea.
Alma: Bursting with Talent
ALMA (´Soul´) is the general concept that will reign supreme in Hall 5 at Feria de Madrid, being divided into four complementary sections. ALMA AIRE (´Air Soul´) has been designed as a trends workshop where the latest cutting-edge fashion ideas can be exhibited that arise from talented creators such as Andrés Sardá, Jota mas Ge, Esteve Sita Murt, V&L Victorio & Lucchino, Francis Montesinos and Julia y Renata. Shapes, volumes and materials will play the leading role at ALMA ENERGÍA (´Energy Soul´), featuring names such as Olga Piedrahita, Mercedes de Miguel, Ian Mosh, Messcalino, Timbal de Moda and Aldo Martin´s, whilst ALMA TIERRA (´Earth Soul´) will give pride of place to natural textures, inten se colours and handcrafted accessories. Brands such as Charo Ruiz, Cocomenthe, Fortunata, Casiopea, Dunes or Han&Hana will present their collections. Finally, ALMA AGUA (´Water Soul´) will recreate the entire universe of fashion under the heading of swimwear, through the participation of companies such as Beachcouture, Fantasy Love, Sol e Energía, Swim Days Beachwear and Espago Ben Brasil.
ETERNA (´Eternal´), located in Hall 7, will propose a reworking of the contemporary basics. Under this heading, we will come across fashion ideas in which tweed, wool and cloth are used to create a series of imperishable designs that are always perfectly up to date, such as those exhibited by Steimann Ibérica, Hermes Govantes, Manoukian, Goes, Boxley and Stone Fashion.
Men´s fashion will also have its own place at the fair, in the section known as ALAS (´Wings´). The companies participating in this section of the exhibition will include Dy´Zuany, Wesley, Grasil-Confecciones, José Pinto Cardoso, D By D Milano and Meyer Hosen, among others, presenting the latest and most comprehensive range of trends for men, created from a fusion of technology with the most exclusive materials and the most innovative cuts.
Denim, the indisputable star of urban and cutting-edge fashion trends, will feature in its own section known as LIBRE (´Free´), located in Hall 9. Among the brands that have already confirmed their attendance we might highlight Zolder, Quickshark, Reactive Jeans, Red Stone, Mamatoyoe and Lea Fashion. The SIMM offering will also be complemented by BESOS (´Kisses´), which will bring together the inter-seasonal fashion companies presenting the latest trends for the immediate season, based on an endless range of different styles. Yokana, Eduardo Rojo, Factory Style, The Liberty Fashion, Yoel Collection and Chamamé are some of the participating companies.
In addition to these specific sections, SIMM which also features the participation of accessory brands as prestigious as El Corral de las Flamencas, Alexandra Plata, Elena Cáncer, Alibey, Tantra Impex and Lola Casademunt, as well as representatives that provide Services to Sale Outlets.
The new SIMM will also set aside a space for fashion distributors, who will initially only be located in Halls 3 and 5.
A New Setting and a New Ambassador
Coinciding with this new layout, the different halls that make up SIMM will boast a new and different image. This unique setting will be based on a series of new architectural trends which focus on the decorative arts, fashion and art. A series of sober and harmonious volumes will set the tone, accompanied by soft and carefully-designed lighting, especially arranged to always direct visitors´ attention towards the interior of the stands.
Furthermore, in order to achieve a more fluent circulation throughout the exhibition and to ensure that all of the different sections enjoy the same prominence, a series of diagonal and perimeter walkways have been designed in order to endow the stands with the optimal visibility.
With regard to the presentation of the collections themselves, the fair organisers will continue to encourage the exhibitors to attend the fair with free-design stands. Nevertheless, those who prefer a modular stand will enjoy some new and modern spaces that offer a sense of balance, perfectly matching the new philosophy at SIMM. The exterior will be in wood, painted in different colours according to the section in which the stand is located. The design of these stands will change at every edition.
This entirely new make-over, based on a modern designer look, will be complemented by the presentation of a new ambassador known as SIMMY, created by the young designer from Barcelona, Berta de Miguel. This designer, who has trained at the Felicidad Duce Higher School of Design and Fashion and at the Central St. Martin´s College of Art and Design in London, is currently completing her studies at La Llotja Higher School for Design.
SIMMY will depict a contemporary, cosmopolitan, fun and trendy character, a girl who perfectly personifies all of the innovations that SIMM has incorporated during this new stage in its development. According to Berta de Miguel, ´when creating SIMMY I was able to relive the atmosphere of Manhattan packed with people, the power of image, of delicious tastes, of colours...´ ´Furthermore´, adds the designer, ´SIMMY is the result of other experiences in Mexico, a country that is full of yellows, turquoise, green, blue, rose, white, red ... all its sounds, fragrances and tastes´.
Fifth Edition of LatinoAméricaFashion
The new SIMM will provide the setting for the fifth edition of the LatinoAméricaFashion Show. This ambitious initiative, which is rapidly gaining international recognition, is the result of IFEMA´s strategy to make SIMM the grand gateway for the up-and-coming world of Latin American design in Europe.
On this occasion, the Fashion Show will take place on 30th and 31st August, on a catwalk set up in Hall 1 at IFEMA, featuring the participation of a number of leading names within the field of Latin American fashion. Designers such as Olga Piedrahita, from Colombia; Vero Ivaldi and Pablo Ramírez, from Argentina, and Julia y Renata, from Mexico have already confirmed their participation.
Madrid International Fashion Fair
www.simm.ifema.es |
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