WWD.com/fashion-news/designer-luxury/madrid-fashion-week-links-with-mercedes-benz-5443088/

MADRID — Madrid Fashion Week has inked “a strategic collaboration agreement” with Mercedes-Benz, which makes the German automaker its main sponsor, according to IFEMA, organizer of the Spanish capital’s major fashion-related trade events.

“The collaboration will doubtless bring important advantages to our catwalk shows,” said director Leonor Pérez Pita, who confirmed a name change — from Cibeles to Mercedes-Benz Fashion Week Madrid.

She did not elaborate, but IFEMA indicated “the hookup will stimulate Madrid’s development on the international fashion scene, and Mercedes-Benz stands to gain strength in the fashion market here while continuing a strategy [the brand] has pursued throughout the rest of the world, including New York and Berlin.”

Madrid Fashion Week will kick off the international fashion show calendar next year, running two weeks earlier than usual, from Feb. 1 to 5, at the Madrid fairgrounds. The fall edition is scheduled for Sept. 4 to 8.