What’s is EGO

EGO is a committee for young talents in fashion, organized by IFEMA, which is held twice a year as part of MERCEDES-BENZ FASHION WEEK MADRID, a great space for the promotion of Spanish fashion and foremost reference.

EGO started in February of 2006, in order to get to know designers that understood fashion as a way of expressing themselves, as an artistic discipline that is part of the culture of their time, with the justification that it would end up on the street, that it would be accepted by the society and that it would continue its evolutionary path discovering new styles, innovative trends…

To sum up, a place to get together and show alternative proposals that won’t be any longer, once everybody have assumed them, and from this moment on, keep on researching and offering new designs to a growing dizzying world.

Nowadays, this initial philosophy is more alive than ever.

Hence EGO has renewed its commitment to new design values, that understand fashion as a balance between creativity, innovation, techniques and functionality. Since September 2008, this takes place on the same stage and during the same dates as MERCEDES-BENZ FASHION WEEL MADRID, in Feria de Madrid.

Likewise, EGO considers that the creation of fashion is a process whose inspiration is born and ends on the streets, when the collection is put on sale.

Therefore, and based on the premise that holds that a garment makes sense when a person chooses it to wear it, IFEMA started from the first edition of this platform the so called EGO’s Showroom, a place with direct sales and open to the public that is kept open in the same place and during the same dates as MERCEDES-BENZ FASHION WEEK MADRID, where young artists exhibit their collections.

How to participate?

You can see the participation rules by clicking here.


Mercedes-Benz Fashion Talent Madrid:

Celebrating its first edition in February 2013, Mercedes-Benz gives an award to one of the designers participating in EGO. Mercedes-Benz Fashion Talent Madrid is an award that gives the opportunity for young designers to show their collection in an international Fashion Week sponsored by the brand. The designer selected is chosen by a jury of experts in the field of fashion on the same day of EGO.

From September 2013, EGO will also have an international guest designer coming from Mercedes-Benz circuit.