21 February 2023

Adarrak is inspired by traditional costumes that are often worn with a sense of “ritual”, playing on the barrier between man and beast

Mercedes-Benz Fashion Week Madrid closed its 77th edition on Sunday with the announcement of the brand new winner of the Mercedes-Benz Fashion Talent Award: Aitor Goikoetxea. The Basque designer, a graduate in Fashion Design from IED Barcelona, has prevailed over the other eight proposals on the Allianz EGO catwalk also competing for the prestigious award with Adarrak.

Adarrak is a genderless collection inspired by traditional attire where patterns, textures and colours create a universe full of nostalgia, reflecting the vulnerability of tradition. The looks are also committed to sustainability and artisanal production: most of the pieces were made from discontinued vintage fabrics from the ‘60s and ‘70s, and he has worked with artisans to create some of the accessories for the collection.

Upon learning of the jury’s decision, Goikoetxea, who won the ITS Responsible Creativity Award powered by Allianz in 2021, was very surprised by his victory. Seeing the high level of the proposals against which he was competing, he declared: “I think any of us could have won”.

As the winner of the 21st edition of Mercedes-Benz Fashion Talent, the young 22-year-old designer will be part of the programme of the next Mercedes-Benz Fashion Week Mexico, which will contribute to providing international visibility to his increasingly sought-after creations.

Congratulations, Aitor!


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