080 Barcelona Fashion sets new attendance record with a focus on new generations

The Barcelona runway spectacle has solidified its position as a must-attend event in the fashion calendar. Held from April 9 to 12 at its regular venue, the Modernist Sant Pau Complex, the 33rd edition of 080 Barcelona Fashion ended on a high note with a record-breaking attendance of 16,000 participants from around the world, including press, influencers, and special guests. With a budget of €2.15 million, this session’s efforts were particularly focused on attracting new generations and serving as a catalyst for social change.

This edition of the event was primarily centered around creating “new formats of relation and expression in fashion” to engage new communities and younger generations through various offerings beyond the runway, explained Marta Coca, the director of 080 Barcelona Fashion, in an interview with FashionNetwork.com. One of the highlight initiatives this season was “Aesthetics 080,” a multidisciplinary hub for artists and creators across different domains dedicated to digital art, music, and technology.

A growing “phygital” event

Continuing its digitalization strategy initiated during the Covid-19 pandemic, the runway event has successfully transitioned into a fully hybrid event. This approach has been well-received by brands, which, according to the director, “want it all: they wish to experience the live show moment, but also the digital part, as it has a longer-lasting impact.”

Although 080 Barcelona Fashion had previously embarked on an internationalization strategy by including foreign brands in its schedule, the event is now seeking more local participation, at a time when the runway event is more established and such synergies “occur in a more natural way.”

Nevertheless, the director emphasized that “the platform is open to any interesting proposal that can contribute positively, thus international brands could still join.” This was evidenced by the participation of Colombian-origin brands Jnorig, by Javier Girón, and Velásquez, by Mateo Velásquez, which, despite being based in Catalonia, are deeply connected to their native country.

Balancing established and emerging brands

Throughout the four-day fashion week, the Barcelona runway welcomed shows from several veteran local brands such as Escorpion, which kicked off the first day with a vibrant knitwear show blending the present and future to redefine fashion; Lola Casademunt by Maite, which presented a lively runway abundant with vivid colors and animal prints; and Custo Barcelona, aiming to redefine contemporary fashion with innovative technological fibers, resulting in a futuristic and feminine avant-garde show.

Noteworthy among the established brands was also Dominnico, a young brand that has already carved a niche in the international scene, dressing celebrities like Beyoncé and Rosalía. This season, the Alicante-born designer Domingo Rodríguez Lázaro unveiled his designs for the upcoming winter, with an eclectic and vibrant collection inspired by the marine world and rich in details like rivets and metal pieces.

The event also marked the debut on the Barcelona runway of women’s fashion brand Hoss Intropia, part of the Tendam Group, following its initial runway appearance in 2022 during the 75th Mercedes-Benz Fashion Week Madrid. Under the creative direction of designer Alejandra Valero, the brand showcased its “Holi” collection, a tribute to the national Hindu festival.

080 Barcelona Fashion also featured the participation of some emerging brands eager to repeat their runway experience in the Catalan city, like the Valencian brand Compte Spain, which in its second participation revealed a collection dominated by padded fabrics and crochet, crafted in collaboration with the designer and founder Santi Mozas’s mother, inspired by “the happy endings of fairy tales, or not always so happy, playing with the duality of death and sex.”

Valencia-based 404 Studio also unveiled its new line inspired by the 1995 Japanese animated film “Ghost in the Shell.” Crafted from materials such as wood, metal, and alpaca wool, the collection ventures to explore what will happen in 100 years when we are no longer fully human. As explained by its creative director Anaïs Vauxcelles, “at that point, what will connect us to humanity will be craftsmanship and art.”

Furthermore, the event saw the return of Catalan brand Sita Murt to the runways, celebrating its 100th anniversary with a commemorative collection that echoes the essence and heritage of the brand, marked by the integration of cutting-edge technology.