I am a big supporter of emerging talent, which is why Samsung Ego – organised by IFEMA within the framework of Mercedes-Benz Fashion Week Madrid, to promote new designers who use fashion as a form of expression in evolutionary, alternative and innovative ways – is an event I really need to attend.
Apart from the showroom, where selected designers promote and sell their designs, and where buyers and stylists can discover new labels and pick up some really cool pieces at reduced prices ; Samsung Ego is also all about the catwalks, presenting the work of notable up-and-coming fashion designers on the opening Saturday of MBFWMadrid. With
And this year, there was an additional global element, with two international designers showing, Venice W from California and artist and designer Dimitra Petsa, from London delivering a translucent, fluid and rather suggestive collection under her Di Petsa label. Opening with a transgender model wearing a fake pregnant belly, that begs the question that woman is what you are inside the collection included virginal white bras which just covered the breast, white denim jeans with front pockets and bejewelled dresses which hung off the body and those beautiful embroidered boots .
Of the remaining 7 of the new talent showcased I was impressed by the sustainable approach that WASTAHOLIC took in its futuristic, self-expression-centric collection
Although not one of the new Samsung up and coming designers but showcasing on the same day I was excited discover the the simple, classical and elegant drapery of Maria Lafuente’s minimal collection,..and her commitment to innovative fabrics and social inclusion of marginalised woman.
The event included a Samsung EGO Innovation Project prize, awarded to an innovative project in relation to technology applied to fashion in any of its facets is Alaska Accesorios with her Deconstructive Heads collection based on headpieces which communitcate vía telephone apps .
The other Samsung Ego award for Emerging Talent and is given to a young designer shown on the MBFWM catwalk, enabling them to commercialize their collection. This season the prize went to Dominnico for his Harajuku Kids, a well deserved choice for a fantastic collection of tulle and pastels.