Momad reorganises calendar, bringing summer edition forward to July

The fashion, footwear and accessories fair organised by Ifema is changing its strategy and bringing its dates forward from next year.

“Our fairs reflect the state of consumer demand, and it has been changing for some years now,” explained Julia González, director of Momad, Bisutex, Intergift and MadridJoya, revealing that the change of dates was chosen following a consultation held last June with the organising committees of each fair. In addition, this move will prevent the event from clashing with the Spanish Formula 1 Grand Prix, which will hold its first edition in September 2026, at the capital’s exhibition centre.

Thus, the next summer edition of Momad will take place from 23 to 25 July, 2026, ahead of other European fixtures on the trade fair calendar such as Denmark’s CIFF and France’s Who’s Next. This strategy will see the fashion-focused fair staged as a standalone event, following the cross-sector project launched in 2021 under which the four fairs were run in parallel. However, the organisers are not ruling out bringing the essence of Momad to September in other formats, potentially even under a different name.

“We could do something more ‘boutique’ in July and respond to those who want to come in September with other alternatives,” González continued.

Meanwhile, the Intergift and MadridJoya fairs will also undergo a series of changes in their upcoming editions. The jewellery-focused fair will move to a single annual edition, dropping the February slot, while Intergift, dedicated to the gift, décor and homeware sector, will likewise shift to one annual edition, held in February.

An edition marked by a change of days and the redistribution of the fairs

This latest edition of Momad, held 11–13 September, was also notable for a slight shift in days, running from Thursday to Saturday rather than the traditional Sunday finish of recent editions.

“Thanks to this change, exhibitors will leave with a positive feeling, having been able to work even more,” said Juan José Estevez, director of the fairs business, noting that in past editions Sunday tended to be a quieter day. Pending the show’s official figures, the organisers said that attendance on the first day was up 20% on the equivalent day of the previous summer edition.

“The change has been very good,” said JVZ, the family-run company based in the Sevillian town of Utrera, from its stand, although it admitted that footfall in the aisles dipped on the event’s second day. A view shared by the Barcelona-based boho brand Meisïe, which shared a stand with Skatïe, a label created by the same founders. “We notice less traffic at the summer fairs than at the winter ones,” they noted, adding that “the fair used to be much bigger, whereas now it occupies only one hall, shared with footwear and accessories”.

Beyond the veteran brands, Momad also gave a place of honour to emerging designers such as Ana Sánchez, a designer based in the Badajoz town of Don Benito. The entrepreneur, who launched her brand in October 2020, took part in the event for the first time after receiving an award in the Code 41 Talent contest, supported by Momad and held as part of International Fashion Week in Andalusia. “I’m using this first participation as a showcase and to find suppliers,” Sánchez said, adding that she hopes to open an atelier in the near future.

One of the novelties of the edition was the physical reorganisation of the spaces: Momad moved to Hall 10, ceding its usual Hall 8 to the Bisutex fair, in order to bring their locations closer and facilitate synergies. One of the brands that benefited most from this change was the Guadalajara-based clothing and handbag label Alexs which, in its third appearance at the Madrid fair, presented a new line of wool coats that “is proving very popular”. Beyond its participation in the fashion fair, designer Alejandro Muñoz, founder and creative director of the label, aims to continue growing with the launch of a new collection, which he hopes to present in the future on the emerging-talent platform Ego, organised within the framework of Mercedes-Benz Fashion Week Madrid.

Championing Colombian talent

Another of the major initiatives of the edition was the participation of a selection of Colombian brands in the “Puente” programme, an initiative promoted by the Bogotá Chamber of Commerce in collaboration with Bogotá Fashion Week. Through this project, which seeks to promote the development of small and medium-sized Colombian companies at national and international level, each participating brand had its own space within a collective stand.

“Things went well and the concept we brought was very well received. We made contacts from different countries and we are leaving with very positive impressions,” said Kott Risk, which was participating for the first time in Madrid after having shown in several editions of BFW.

For its part, the label With Love María also highlighted the welcome received: “It has been a very positive first experience. Everyone has been very warm and very attentive”.

This September’s edition featured 25 more exhibitors than the previous one, with debut brands such as Polín et Moi and the French label Cacharel, which is in the midst of a relaunch. Veteran labels such as Victoria, Surkana, Carla Ruiz, the Portuguese label Scusi and the Málaga de Moda collective also took part. In total, the fairs organised by Ifema Madrid brought together more than 700 exhibiting companies, including 300 at Momad, from 20 countries around the globe. The fashion and accessories trade fair will return to the Madrid exhibition centre from 5 to 7 February 2026 for its next winter edition.