The Brandery

The Brandery was an urban fashion show, organized from 2009 to 2012 by Fira de Barcelona and held twice a year, in summer and winter.^[1] The first edition was held in July 2009 at the Montjuïc exhibition site in Barcelona and was initially addressed exclusively to professional visitors.^[2]

History

The first edition had 113 participating brands.^[1] The third edition, from June 28 to June 30, 2010, had 215 brands and 17.000 visitors, with 25% of them coming from outside Spain.^[1] The fourth edition, in January 2011, hosted buyers such as the department stores El Corte Inglés, John Lewis, La Rinascente and Galeries Lafayette, and included “Windows on the Move”, a window-dressing competition involving more than 100 top stores in Barcelona, distributed across the city center.^[3]

The fifth edition, in July 2011, was inaugurated by Xavier Trias, mayor of Barcelona, and by Miquel Serrano, manager of the show.^[4] This edition included a new section named Brandtown, which was open to non-professional visitors,^[4] and included a Fitting Room meeting inside the rooms of a hotel, with bloggers, trendsetters, specialized media and fashion and design lovers.^[5]

In December 2012, The Brandery announced that it would be converted into an annual show held as part of the Mobile World Festival, a fashion, music and technology event to be launched in September 2013 by the Mobile World Congress.^[6] In July 2013, the organizers postponed the launch of the Mobile World Festival to September 2014.^[7]

Brands and designers who have participated at the show include Desigual, Custo Barcelona, Munich, Armand Basi, Buff, Sita Murt, Camper, le Coq Sportif, Kaporal, North Sail^[1] and Lyle & Scott.^[3] The summer 2011 edition presented proposals from Stella McCartney, Vivienne Westwood, Blumarine, Iceberg, Alberta Ferretti, Moschino, Frankie Morello, Roberto Cavalli and Parah.^[8] Magazines such as Elle, Cosmopolitan and Vogue have also been present at the show.