Madrid is once again becoming a major international showcase for creativity with the celebration of Mercedes-Benz Fashion Week Madrid, taking place from 14 to 19 September.
This edition has particular significance as it coincides with Mercedes-Benz’s 140th anniversary of innovation and introduces a renewed format that brings the runway to different locations across the Spanish capital, strengthening the relationship between fashion, culture, mobility and tourism.
Mercedes-Benz continues to support Spanish fashion as the event’s main sponsor and official vehicle, in a partnership now reaching its 31st edition. The collaboration creates a natural connection between two industries that share essential values such as design, excellence, technology, sustainability and the continuous search for new forms of expression. The anniversary also commemorates the journey that began with the invention of the automobile in 1886 while projecting this legacy towards a more advanced future of mobility.
One of the most important developments is Madrid’s transformation into an extensive open stage. Rather than being concentrated within a single venue, the shows and activities are being held at several urban locations, including the Arganzuela Crystal Palace, the Glass Gallery at Cibeles Palace and Nebrija University’s Communication and Arts Campus. This format connects the collections with the city’s architecture, heritage and cultural life.
The new approach represents a valuable opportunity to promote tourism in Madrid and Spain. The arrival of designers, buyers, journalists, models, guests and industry professionals from different markets generates activity for hotels, restaurants, retailers, transport companies and cultural venues. International coverage of the shows also projects a contemporary image of Madrid, presenting it as a dynamic, creative and diverse capital capable of hosting major international events.
Fashion therefore becomes an additional reason to visit the city. Those travelling to Madrid for the shows also discover its gastronomy, museums, neighbourhoods, historical heritage and retail offering. This combination enriches the visitor experience and supports higher-value urban tourism centred on culture, design and the local lifestyle. It also contributes to diversifying Madrid’s tourism calendar beyond traditional holiday periods.
The “Welcome Home” philosophy plays a prominent role in Mercedes-Benz’s participation. The concept has been brought to Nebrija University’s Communication and Arts Campus through a space designed to convey warmth, comfort and hospitality. Inspired by the iconic outline of a roof, its architecture incorporates vegetation, outdoor areas and domestic-style furniture to create a welcoming environment that encourages visitors to stay, engage in conversation and share experiences.
The space also features a craftsmanship workshop linked to Manufaktur, Mercedes-Benz’s personalisation programme based on the “Made to Measure” concept. In collaboration with contemporary jewellery and crafts brand BICO, visitors can create their own personalised charm by choosing and combining different elements. The initiative establishes a dialogue between craftsmanship, exclusivity and design, values shared by both the fashion and automotive industries.
As the official vehicle of the event, Mercedes-Benz is providing designers, guests and public figures with a fully electric fleet. This service facilitates journeys between the various locations while reinforcing the company’s commitment to more innovative and sustainable urban mobility. It is particularly relevant for an event distributed throughout Madrid, where efficient logistical coordination is essential to the successful delivery of the programme.
Spanish creativity is also receiving further support through the second Mercedes-Benz Award for Best Collection. The distinction recognises excellence and quality among the 23 established labels presenting their Spring/Summer 2027 collections. Following the success of MANS, the brand created by Seville-born designer Jaime Álvarez, at the inaugural award held in March, the initiative continues to support Spanish designer fashion and its international exposure.
Mercedes-Benz Fashion Week Madrid consequently extends far beyond the boundaries of a professional runway event to become a platform for economic, cultural and tourism promotion. Its celebration benefits numerous sectors, strengthens the Madrid brand and contributes to positioning Spain as a creative destination. By integrating fashion, heritage, innovation and sustainable mobility, the event offers visitors a renewed vision of the capital and consolidates its ability to compete with Europe’s leading urban destinations.
Source: TOURISM AND SOCIETY THINK TANK