The Museum of Automobiles and Fashion has unveiled the programme for the 5MFF and Fashion Month, bringing together designers, experts and key figures from the sector.
The Automobile and Fashion Museum in Málaga today presented the main features of the fifth edition of the MAM Fashion Forum (5MFF), as well as the programme for Fashion Month, at a press conference held at the Catalonia Molina Lario hotel.
The event was attended by the Regional Government of Andalusia’s delegate for Tourism, Culture and Sport in Málaga, Carlos García; the councillor for Sustainable Economic Development and the Málaga de Moda brand at the Málaga Provincial Council, Esperanza González; the co-directors of the MAM, Elvira Carrera and Mar González; and the director of the Catalonia Molina Lario Hotel, Myriam Ortìz.
Carlos García, the Andalusian Regional Government’s delegate for Tourism, Culture and Sport in Málaga, emphasised that this sponsorship “is backed by very significant figures from previous editions. We are very pleased to be able to participate because it is a project with an objective that we also share, which is to boost the fashion sector”.
The representative for the Málaga de Moda brand, Esperanza González, acknowledged that “the work done at the MAM for fashion is very important”, expressing her commitment to continuing to collaborate with the MAM Fashion Forum.
For the director of the Catalonia Molina Lario hotel, Myriam Ortìz, “it is a pleasure to be able to continue this collaboration and sponsorship. The Málaga Museum of Automobiles and Fashion keeps surpassing itself”.
MFF ‘Tiene Mucha Calle’
The 5th MAM Fashion Forum, which will take place on 24 April at the Malaga Museum of Automobiles and Fashion, once again establishes itself as a leading platform for reflection, dialogue and innovation in the fields of fashion, design and the creative industries. This new edition expands its reach in the city with the theme ‘Tiene mucha calle’ (It’s got real street cred), a slogan that has been incorporated into the MFF brand and which champions a vision of fashion that emerges from the urban environment and connects with everyday life and the diversity of styles found on the street.
The co-director of the MAM, Elvira Carrera, explained that “it is an expression that is very much our own, very much of Málaga, which connects with a way of understanding fashion: closer, more alive and more connected to everyday reality.”
She also noted that “in its fifth edition, the MAM Fashion Forum is establishing itself as a key space for reflection, dialogue and innovation in the fields of fashion, design and the creative industries.”
Fashion Month: a cross-cutting programme
Throughout April, Málaga will become a meeting point for professionals, designers and members of the public interested in fashion trends, culture and the industry, thanks to Fashion Month. This initiative, running ahead of the 5MFF, includes talks, meetings, special activities and promotional events that bring the world of fashion into the urban space, reinforcing the event’s cultural impact and fostering a stronger connection between fashion and the city of Málaga.
The fifth edition will feature prominent figures from the fashion, communications and creative sectors, combining established names with emerging new perspectives.
MAM co-director Mar González commented that “Fashion Month turns April into a meeting place for professionals, creators and the public, bringing fashion closer to the city and also taking it out onto the streets.”
She also emphasised that “we want the forum to be a vibrant, participatory and open space, where the public plays an active part in the conversation and where fashion is understood from a more realistic and contemporary perspective”
Fashion Month
The co-directors of the MAM have outlined the content and programme of the events that will make up Fashion Month, which begins on 1 April with the opening of the exhibition ‘Un Museo con Mucha Calle’ (A Museum with Street Cred), a display of a series of photographs taken by the Malaga-based photographer Luis Manuel Gómez Pozo, in which he captures the essence of the new slogan ‘Tiene Mucha Calle’ (It’s Got Street Cred). The photographs feature the Malaga-based model María Luque wearing different pieces from the MAM collection in various everyday scenes from the daily life of any person. The exhibition can be visited free of charge until 30 April at the Matiz restaurant, in the Catalonia Molina Lario hotel.
Fashion Month Talks
8 April. “Face to Face with Ernesto Naranjo and Pilar Dalbat”.
Moderated by Pepa Bueno, director of the Association of Spanish Fashion Designers (ACME). This session will offer a first-hand insight into these designers’ careers and vision, delving into their creative processes, sources of inspiration and current projects.
10 April. “We talk to… Jesús Segado”.
A designer affiliated with the Málaga de Moda brand, he will be interviewed by Rocío Linares in an informal conversation covering his inspirations, creative challenges and his vision of local and urban fashion.
15 April. “The Second Life of Extraordinary Pieces”.
Hosted by María Francés, this session will explore how certain haute couture pieces and design objects can be reinvented, reinterpreted and given new aesthetic and functional dimensions, connecting history, sustainability and creativity.
16 April. “The History of Fashion in 10 Dresses”.
This event will feature Sánchez de Medina, Professor of Fashion History at the University of Granada, who will offer an educational journey through the evolution of fashion via ten key pieces, using original dresses from the collection of the Museum of the Automobile and Fashion, thereby linking the theoretical discourse with the museum’s own textile heritage.
Confirmed speakers and industry voices
Under the title ‘The Fashion Ecosystem’, the 5MFF serves as a benchmark for exploring how fashion has ceased to be an isolated world and has instead become a complex, interconnected and constantly evolving ecosystem. The Fashion Ecosystem is an invitation to understand the industry from a global perspective, where creativity, business, sustainability, technology and communication coexist and influence one another.
In this edition, the MAM Fashion Forum positions itself as a meeting point where all these disciplines engage in dialogue and generate new opportunities. A space where designers, brands, institutions and industry professionals form part of a single network, in which each player plays an essential role in shaping the present and future of fashion.
This ecosystem is defined by its capacity for adaptation and the diversity of its components: from traditional craftsmanship to technological innovation, from the local to the global. An environment in which sustainability, cultural identity and responsibility take centre stage.
Beyond trends, this edition focuses on fashion as a strategic industry, an economic driver and a cultural expression. A living system that evolves in step with society and finds in the MAM Fashion Forum the ideal space for its analysis, development and projection.
On the concept behind this edition, “fashion can no longer be understood as an isolated sphere. It is an interconnected ecosystem in which creativity, business, sustainability, technology and communication coexist”, commented Elvira Carrera.
“The MAM Fashion Forum is a meeting point where all these spheres engage in dialogue and generate new opportunities for the sector”, she noted.
Although the final programme of speakers for the 5MFF 2026 will be announced in detail shortly, the organisers have confirmed that it will feature prominent figures from the fashion, communication and creative sectors. Among them, several professionals from different areas of the sector have already been confirmed.
Isidoro Encinas, a professional with links to the fields of communication and fashion culture, whose career has focused on analysing the sector and its evolution in recent years, offering a strategic perspective on the role of fashion in the contemporary context.
Megui Gómez Sala will also be taking part; she is one of the emerging voices in the digital sphere, recognised for her ability to connect fashion with new audiences through contemporary formats and social media, bringing the sector closer to a younger generation.
The programme will also feature a live recording of the Fashion Sucks podcast, a format noted for its light-hearted and critical approach, which tackles the contradictions and realities of the industry from a fresh and accessible perspective.
For its part, Dacal will offer a contemporary vision linked to digital creativity and new narratives, exploring how fashion is being redefined in online environments and in dialogue with other cultural disciplines.
What’s new at the 5MFF
Joining this line-up is Gerard Estadella as a forum moderator; he will share this role with Begoña Pascual, helping to lead the various panel discussions and bringing a specialist and dynamic perspective to the proceedings.
Furthermore, the 5MFF will feature Anitta Ruiz as the event’s reporter, tasked with bringing the pulse of the forum to the public through real-time content and coverage, connecting the event experience with the digital sphere.
The 5th MAM Fashion Forum is an event organised by the Malaga Museum of Automobiles and Fashion, in collaboration with the City of Malaga, Ipsa Ratio and the Spanish Association of Fashion Creators (ACME); and sponsored by the Regional Ministry of Tourism and Andalusia Abroad of the Regional Government of Andalusia; Málaga de Moda, the brand affiliated with the Málaga Provincial Council; Maserati; ESCA Catering; Vídeo Promoción Servicios Audiovisuales; Diario SUR; Cadena SER; SIE, Spain Is Excellence; Grupo Premium; Hotel Catalonia Molina Lario; Restaurant Matiz; Escuela Antonio Eloy; and the Costa del Sol Higher School of Tourism.
Source: Communications Department of the Málaga Automobile and Fashion Museum