From July 16 to 19, the 81st edition of Intermoda, the largest fashion trade show in Mexico and Latin America, was held at Expo Guadalajara, Mexico. Jorge Castellanos highlighted that Intermoda 81 is a crucial platform for the growth of fashion in Mexico and Latin America, driving innovation and sustainability. This edition received more than 25 thousand national and international buyers and offered 28 conferences with experts and 15 catwalks with renowned designers. Trend Zone was transformed into an immersive and digital experience.
He also noted that Intermoda is the first fashion event in Mexico to join the Global Movement for Sustainable Destinations (GDS-Movement) and #Meet4Impact, promoting environmental practices. In this edition, several sustainable actions were implemented such as the use of recyclable carpets, water dispensers, and waste separation containers.
After the official opening, the brand Zurce created by the designer Daniel Herranz, was responsible for inaugurating the Fashion Space, the first hybrid platform in Latin America for the exhibition of fashion brands and renowned designers. With the "Carmen" collection, inspired by the eponymous novel by French writer Prosper Mérimée, Zurce evoked women’s love, freedom, and independence in a wardrobe with a palette of colors in black, red, wine, navy blue, pink and gold.
The 81st edition featured a program focused on sustainability and recycling in fashion, for example, that of Guillermo Criado, founding member and part of the board of the Ibero-American Council of Sustainable Fashion (CIMS) offered some keys to making money by being responsible with the planet and people and producing what he called "fashion with a conscience", a talk that coincided with the conference of "Polinizando el Futuro: Moda y el Medio Ambiente", offered by Victor Sabido, Designer and creative director of the Sabido brand.
The Fashion Space on the second day, started with the IM Mentoring program, presenting the new creations of Jacobo Sin A, Raúl Orozco, Paulina Luna, and Prisma, who were also the protagonists of an immersive and digital experience in the area of Trend Zone, in which buyers, visitors, and exhibitors interacted with the designs of these 4 promises of Mexican design through a collaboration between the company Browzwear, Bichi Soul and Intermoda. Browzwear developed the 3D garments of the aforementioned designers, digitized them and the company Bichi Soul provided the virtual reality experience, that is the mapping where the user could live with the garment: Explore every detail, texture, and design from a completely new perspective.
In an interview, Edely Garnica, Browzwear’s representative in Latin America, mentioned: "This project aimed to see at a first glance what can be generated with 3D, how you can observe the construction of a garment in all senses, how it can help you perfect your collections and make them much better because you have this preview of your collection before you make it up".
The one who was in the Trend Zone area of the fair was not a coincidence, Garnica pointed out that each of the designs that were presented were related to the trends that were shown there, curated by consultant Elena Alonso. He finally mentioned that 3D technology is used by brands such as Tommy Hilfiger, Perry Ellis, Ralph Lauren, Nike, Adidas, Lululemon, Target, and Walmart, all of them customers of Browzwear, to design their garments, improve your processes and not have to make a garment to validate it in advance.
The 81st edition of Intermoda concluded with talks that addressed the success formula of this platform, considered the largest fashion trade show in Mexico and Latin America, as well as the future of design.
The closing fashion show was led by renowned Mexican designer Montserrat Messeguer who presented the Fall/Winter 2024 collection entitled "Frontera".
Intermoda gathered more than one thousand 150 exhibiting brands, and more than 24 thousand buyers, in 49 thousand square meters of exhibition floor. For four days he offered a wide range of fashion products in its pavilions, among which stand out: Lady, Gentleman, Accessories, Gala, Footwear, Supply, Children’s, International, Chouroom, focused on urban fashion; Undertake IM for newly created companies with a commercial focus; Trending dedicated to designers and brands with their personality, as well as Pavilion MX focused on Mexican manufacturers. In addition, it had the IM DENIM zones to promote national denim and specialized services with proposals to complement the fashion business.
