Formula 1 Sparks a New Era for MOMAD: The Summer Fashion Edition Moves from September to July Starting in 2026

A Boutique Future for Fashion Fairs?

The Formula 1 Grand Prix will take place in Madrid from 11 to 13 September 2026, coinciding with the usual dates of the city’s professional fairs. To avoid overlap and respond to the evolving needs of the fashion industry, IFEMA’s management decided to move MOMAD forward to July. After the next edition, scheduled for 5–7 February, the summer edition of MOMAD will be held from 23 to 25 July 2026.

According to fair director Julia González, the decision followed consultations with exhibitors and organising committees. “We realised that most companies arrived at Momad in September with the majority of their stock already sold. Bringing the fair forward gives brands the chance to close deals earlier and attract more international buyers.”

That change means that from 2026, Momad will be organised on its own, breaking away from the synergy model launched in 2021, bringing all fashion fairs together (Intergift, Bisutex, MadridJoya and Momad). The new summer edition aims to adopt a boutique format that highlights Spanish craftsmanship, accessories, and sustainable fashion, aligning with the growing demand for authenticity, design, and Made in Spain. Meanwhile, Bisutex will move to late September, Intergift will consolidate into a single annual edition in February, and MadridJoya will also reduce to one yearly edition in September.

Impact on the Fashion Sector

The move positions Momad ahead of other key European trade shows such as CIFF Copenhagen and Who’s Next Paris. For Spanish brands, it is an opportunity to showcase collections earlier in the buying season, ensuring visibility before orders are closed.  Although challenges remain—ultra-fast fashion competition, digitalisation, Green Deal, and shrinking multi-brand retail—the fashion sector in Spain has proven resilient. With the support of Ifema, Momad seeks not only to stay relevant but to become a stronger, more international platform. Ifema’s strategy is clear: reinvent its fairs, adapt to new consumption habits, and strengthen its role as an international hub for business, fashion, and lifestyle.

 

La Boutique Consciente: success and impact

From 11 to 13 September, MOMAD transformed IFEMA MADRID into a vibrant marketplace for sustainable fashion, where professionals could explore forward-thinking collections, forge new business alliances, and engage with leaders driving the shift towards a more responsible and inclusive industry. This edition gave prominence to sustainable fashion and textile innovation, aligning with the industry’s transition toward responsibility and circularity.

The MOMAD Talents competition highlighted young creative voices, awarding Victoria Af Burén as first prize winner and Sandra Vargas in second place, marking them as names to watch in the future of fashion. In addition, Momad presented again La Boutique Consciente, the curated gallery created with the collaboration of 001.Agency to showcase the most innovative eco-responsible garments and shoes from all exhibitors participating in the fair.

After its acclaimed debut in February 2025, La Boutique Consciente returned to IFEMA Madrid with a striking installation of 10 mannequins dressed in garments from 18 exhibiting brands. The showcase invited visitors to explore the future of sustainable fashion through five core criteria: Circular Innovation — from upcycling to creative recycling; Transparency & Ethics — full traceability and fair production; Natural Materials — organic and regenerative fibres of the highest quality; High Craftsmanship — traditional techniques and hand-crafted details; and Social Impact — fashion that empowers communities and supports solidarity projects.

Morena Toro, Dando un Paseo, Elemente Clemente, Star Love, Arte & Tejido, Surkana, Susan Pinto, Coral Secret, Dérive af Buren, Lúa Swimwear, Island Soulmates, Julise Magon, Eva Otoño, Ildhorit, Tony Bonet, and Estrivancus Eivissa were the selected brands contributing garments and footwear to the gallery. The showcase welcomed buyers and visitors by briefly explaining the reasons each piece was chosen, while also indicating the stand number to generate traffic and foster direct connections between visitors and the creators. As Luxiders Magazine learned in conversations with the brands, most agreed the initiative proved successful, enabling them to establish valuable connections with new potential clients.

Oliver Wiesent, from the sales department at Elemente Clemente, said: “Yes, many of the potential new customers saw the decorated pieces on the dummies and came straight over…it really helped!”. “It was a fantastic and very timely showcase. Potential buyers from Spain and Italy came to see us after discovering us in the space. Other attendees also wanted to learn more about us after seeing the mannequin.” – declared Victoria, creative director at Dérive af Buren. Susana Pinto, founder of Susan Pinto new brand, declared: “I made contact with some shops, with agents, fabric producers, a marketing agents, and logistics agents. The shops were all national: Vitoria, Gijón, La Coruña, Madrid, Alicante, Málaga, Seville, and one from Portugal.”

“I loved the gallery La Boutique Consciente. At Momad I made all kinds of contacts, many of them existing clients. But I enjoyed meeting large distribution companies that came by. Almost all were Spanish, though I did have some interested clients from Mexico, Uruguay, and Colombia.” – said Isabel Esteban Iribabarren, founder and director at The Hustle Agency, representing sustainable brands as Ildhorit, and Julise Magon.

“We believe any initiative that strengthens sustainability in textiles is a step in the right direction. It will be a central pillar in company strategies —adopting more responsible practices throughout the value chain, from production to distribution and consumption: using sustainable materials, reducing water and energy consumption, minimising waste, and ensuring fair and safe working conditions for employees. I am not sure it generated traffic to the stand, but it certainly served as an argument we could use in the sale of that piece.” – declared Marta González, founder of Dando un Paseo. “I found it quite visible and it provides good publicity; in the end, it is a visual space with a total look that draws attention.” added Diego Viguera, from Star Love.

Mireia Taulet, co-founder of Island Soulmates, declared: “We made contacts and sales that could lead to points of sale in Spain, Austria, Uruguay, Costa Rica, Los Angeles, France, and Singapore. (…) The La Boutique Consciente space was well designed and meaningful for sustainable brands like ours. In our case, it did not generate direct sales, but it did attract visits and curiosity.”

Mayva Oropeza, founder of Coral Secret, added: “The contacts I made during the fair were mostly owners of Spanish shops and boutiques, which I found to be an excellent opportunity to expand the presence of my products in the national market. As for the space, I considered La Boutique Consciente a very important platform to showcase the work of sustainable brands and promote conscious consumption. I believe that this kind of initiative is crucial for the future of fashion.”

Outlook for 2026

As responsible of organization declare, the September 2025 edition of Intergift, MadridJoya, Bisutex, and MOMAD closed with a positive balance in professional attendance and business generation, strengthening IFEMA Madrid as a leading hub for design, fashion, jewellery, and lifestyle industries: “MOMAD stood out with an 11% increase in professional visitors compared to last September, attracting buyers and industry leaders from 70 countries. Over 300 brands from 23 nations showcased their collections, confirming the fair’s role as a key international meeting point for fashion and accessories.”

The fairs are preparing for a new stage: Intergift, Bisutex, and MOMAD will return in February 2026. MadridJoya will concentrate its next edition in September 2026.