Let’s start with the big news about the dates: MOMAD will be held for the first time from 23 to 25 July, rather than in September as usual. How was this decision reached?

It was a carefully considered decision, linked in particular to developments in the sector. For some time, we had been analysing how calendars are evolving, how companies make purchases, how buyers operate, and what a trade fair like MOMAD really needs today to remain a benchmark in European fashion. To this end, we saw that July could offer us a very interesting opportunity. Rather than a simple change of dates, we see it as a way to launch a special edition, with its own distinct character, brought forward in the calendar and strongly focused on helping brands and buyers spot trends earlier, prepare their collections more effectively and generate business with higher margins. Furthermore, this move coincides with a phase of renewal and improvement of IFEMA MADRID’s infrastructure, which also offers us the opportunity to adapt the format and running of the fair to a natural transition period, without losing sight of the main objective, which remains that of offering an effective and useful space for business.

What is the concept behind the ‘new MOMAD’?

When we talk about the ‘new MOMAD’, we are aiming for an event with its own distinct identity, one that is more selective in its choice of brands, focuses more on quality than quantity, and is designed for professional visitors who come to work, discover and make decisions. We want visitors to find a coherent, up-to-date and commercially relevant offering; a trade fair where the collections accurately reflect what is happening in the market and what will happen in the coming months.

There is also a clear desire to strengthen MOMAD’s role as a platform for anticipating trends. In the world of fashion, being ahead of the curve is essential. It is important to be able to spot a trend early on, identify which categories are gaining ground, understand the direction in which the consumer is moving, and have the necessary leeway to build a meaningful offering. This July edition allows us precisely to work on this idea of foresight, which we believe is of enormous value today for both brands and buyers.

Furthermore, we wanted this edition to offer a highly appealing professional experience. In addition to the points mentioned, we aim to enhance the professional experience with activities that add substance and value to the visit. In this context, we are proposing new initiatives for iconic spaces such as the MOMAD catwalk or the areas dedicated to sustainability and emerging designers, which help to broaden the sector’s outlook, give visibility to new ideas and reinforce the fair’s role as a place where not only products are presented, but trends, knowledge and a more conscious approach to fashion are also shared.

For some time now, Momad has been evolving into a lifestyle trade fair, bringing together various sectors—fashion, accessories, jewellery, textiles and homewares—on the same dates and at the same exhibition centre. From September onwards, ‘Fashion Link’ in Milan will also bring together 5 fashion lifestyle trade fairs. Why is the international trade fair sector moving in this direction?

Because the market is becoming increasingly interconnected. Today, brands, buyers and opinion leaders no longer operate in sectors as isolated entities. Everything is more interconnected: for example, fashion with accessories, footwear with lifestyle, or jewellery with the brand’s overall offering.

Trade fairs must respond to this reality. It makes sense to offer broader ecosystems, where professionals can find inspiration, products, contacts and a more comprehensive view of the market all in one place. I believe this is one of the reasons why international trade fairs are evolving in this direction: because today’s business environment demands broader connections and more integrated experiences.

Today’s trade fairs go beyond their simple function as a commercial platform to become opportunities for networking and knowledge-sharing: what will their role be in the future?

That role will become even more important. A trade fair can no longer be just a place where you go to sell or buy. It must also be a space where you can better understand the market, listen to other professionals, identify changes and build relationships that lead to further engagement, and this is precisely the objective we aim to achieve with the July edition of MOMAD.  Trade fairs will, of course, continue to be a business opportunity, but the added value will increasingly lie in the ability to bring the right people together at the right time and to offer them an experience that truly adds value.

At a time when instability in the Middle East and Russian-Ukrainian War are affecting exports and production costs, what measures are you taking to support the competitiveness of your exhibitors and ensure the fair’s international relevance?

In a context such as this, our responsibility is to remain closely attuned to the sector and work to ensure that MOMAD continues to be a useful and competitive tool for companies. This means paying close attention to the commercial environment and the selection process, designing formats that are increasingly tailored to their needs, attracting targeted buyers and professional visitors, and continuing to strengthen the fair’s international visibility.