Major Changes Ahead for Momad Fashion Fair: New Dates and Strategic Shifts

Published
September 16, 2025

The Momad fashion, footwear, and accessories fair, organized by Ifema, is set to undergo significant changes in its scheduling and structure starting next year. This strategic pivot aims to better align with evolving consumer demands and avoid conflicts with other major events, notably the Spanish Formula 1 Grand Prix, which is slated to debut in September 2026 at the same venue.

A Shift in Strategy

Julia González, the director of Momad, Bisutex, Intergift, and MadridJoya, emphasized that the decision to move the fair’s dates was informed by a consultation with the organizing committees last June. “Our fairs reflect the state of consumer demand, and it has been changing for some years now,” González stated. The upcoming summer edition of Momad will now take place from July 23 to 25, 2026, ahead of other significant European trade fairs, such as Denmark’s CIFF and France’s Who’s Next.

This change marks a departure from the previous model where multiple fairs were held concurrently. The organizers are considering alternative formats for September, potentially under a different name, to maintain engagement with those who prefer that time of year.

The Evolution of Fair Formats

The restructuring of the fair calendar is not limited to Momad. Both Intergift, which focuses on gifts and home décor, and MadridJoya, dedicated to jewelry, will also see changes. MadridJoya will transition to a single annual edition, eliminating its February slot, while Intergift will now be held only once a year in February.

The recent September edition of Momad, which ran from the 11th to the 13th, also featured a notable shift in its schedule, moving from the traditional Sunday conclusion to a Thursday-to-Saturday format. This adjustment was made to enhance the experience for exhibitors, who reported a more positive atmosphere and increased engagement. Juan José Estevez, director of the fairs business, noted that attendance on the first day was up by 20% compared to the previous summer edition.

Mixed Reactions from Exhibitors

While many exhibitors welcomed the changes, some expressed concerns about foot traffic. A family-run company from Utrera, JVZ, noted that while the initial day was promising, the second day saw a decline in visitors. Similarly, the Barcelona-based boho brand Meisïe remarked on the reduced traffic compared to winter fairs, indicating that the summer edition felt smaller and more constrained.

Despite these challenges, the fair also provided a platform for emerging designers. Ana Sánchez, a newcomer from Don Benito, participated for the first time after winning an award in the Code 41 Talent contest. “I’m using this first participation as a showcase and to find suppliers,” she said, expressing hopes of opening her own atelier soon.

A New Venue Layout

In a bid to enhance synergy among the fairs, Momad has relocated to Hall 10, allowing Bisutex to occupy its usual Hall 8. This reorganization has been beneficial for brands like Alexs, a Guadalajara-based clothing and handbag label, which showcased a new line of wool coats that garnered positive attention.

Spotlight on Colombian Brands

One of the standout initiatives of this edition was the participation of Colombian brands through the “Puente” program, a collaboration between the Bogotá Chamber of Commerce and Bogotá Fashion Week. This initiative aims to support small and medium-sized Colombian enterprises in expanding their reach both nationally and internationally. Each participating brand had its own space within a collective stand, allowing for greater visibility.

Kott Risk, a brand participating for the first time in Madrid, reported making valuable contacts and receiving positive feedback. Another label, With Love María, echoed this sentiment, highlighting the warm reception they received.

Growing Participation and Future Prospects

This September’s edition of Momad featured 25 more exhibitors than the previous one, including debut brands like Polín et Moi and the French label Cacharel, which is currently undergoing a relaunch. Established names such as Victoria, Surkana, and the Málaga de Moda collective also participated, contributing to a diverse representation of over 700 exhibiting companies from 20 countries.

The next winter edition of Momad is scheduled to return to the Madrid exhibition center from February 5 to 7, 2026. As the fashion industry continues to evolve, the changes at Momad reflect a broader trend of adapting to consumer preferences and market dynamics.

Conclusion

The upcoming changes to the Momad fashion fair signify a strategic response to shifting consumer demands and the competitive landscape of international trade shows. By moving its dates and restructuring its format, Momad aims to enhance the experience for exhibitors and attendees alike. As the fashion industry navigates these transitions, the fair’s ability to adapt will be crucial in maintaining its relevance and appeal in an ever-changing market.