Fashion's Night Out 2009, MADRID!

The Event: Fashion's Night Out [La Noche de la Moda]

The Date: September 10, 2009

Time: From 8pm til late

The Place: Barrio de Salamanca + Centro

Last night, VOGUE magazine in collaboration with the Association of Spanish Designers put together an outdoor party for celebrating fashion in the trendiest districts of Madrid. This event is also being celebrated globally on the same day in New York, London, Paris, Milan, Athens, Moscow, Sao Paulo, New Delhi, Beijing, Berlin, Tokyo and Taipei.
The VOGUE VIP tent

The objectives of this event (at least in Madrid) includes helping a charitable organization with the sales proceeds from certain boutiques, giving the people an opportunity to shop late into the night in a party atmosphere (and a chance for celebrity spotting) and of course, giving the economy a much needed boost through the retail industry.

There were about 170 participating boutiques, each trying to entice shoppers with discounts, free champagne, free sushi / chocolates / jamon, photo ops, free make-up sessions, DJs in the house, fashion shows etc.. Celebrities who attended include the Llanos sisters from the band Dover, actress Paz Vega, spanish models Laura Sanchez & Clara Alonso, spanish singers Marta Sanchez & Alaska, etc...
With the 'Golden Passport', one gets access to the VIP zones as well as a goodie bag which includes a copy of VOGUE Sept. issue (thanks VOGUE! I saved 3.50 euros this month), a nifty USB thumbdrive from Toyota, couple of eau de toilette from Agatha Ruiz de la Prada y Issey Miyaki, a discount card for Flash Flash Madrid (a restaurant), a couple of passes to free make-up and skin consultations, and a booklet containing the calendar of events & activities for the coming 'La Noche en Blanco' / White night party - the next big thing happening on September 19.

Dover being photographed at the wall, Mario Vaquerizo facing camera.
(Alright I am not paparazzi material)

Overall, I loved the party element and how they attempt to make fashion fun. Though most of the boutiques here were packed, people were just standing around looking fabulous, mingling & having champagne, not really buying. It was clearly just a night for browsing as nobody wants to be holding shopping bags, so it would be great if they extend the privileges all through Madrid Fashion Week.

I will certainly return again next year. Afterall, it's right in my barrio ;)