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OPENING KEYNOTE:
DESIGNING THE FUTURE OF FASHION
Fashion brands have always been leaders in visual innovation within the industry. But what set of audiovisual resources defines the current scene? What are the rules that guide the creation of content in this field?
This conference offers an in-depth look at the audiovisual trends shaping the future of fashion, exploring how brands use audiovisual elements to communicate their messages and connect with audiences.
A reflection on the evolution of this creative language, led by Edu Pitarch, Creative Director at HAMLET.
ROUND TABLE
Communication in the fashion industry is undergoing an unprecedented evolution, driven by sustainability, inclusion, and the disruption of new technologies. In this round table, industry professionals will debate how brands can build authentic narratives, emphasizing values like craftsmanship and proximity, while adapting their strategy to a constantly changing global market. The discussion will also examine how product and campaign personalization are becoming key elements to connect with an increasingly demanding consumer.
How can brands connect with different generations at the same time? What values are crucial for effective brand projection? This debate brings together industry experts to analyze how communication can be fashion’s greatest ally in a world where digital immediacy and audience experience are more crucial than ever.
With Montserrat Figueras, CEO of Sita Murt/; Xavi Berneda, CEO of Munich Sports; Iria Pérez, Director of Corporate Communication and PR of TOUS; and Felipe Cano, Brand Manager of The Animals Observatory.
Moderated by Maria Almenar, Fashion Communicator and Journalist.
MODERATED BY:
OPENING KEYNOTE WITH:
Maria Almenar
Journalist and Fashion Communicator
As a communicator, she creates new formats for fashion and lifestyle brands, such as podcasts for Mango, 080 Barcelona Fashion, and Miin Cosmetics, in addition to collaborating with brands like Etam, Stradivarius, sita murt/, and Gratacós.
Edu Pitarch
Creative Director of HAMLET
A trained Film Director, he is part of the idea incubator Hamlet. He is the creator of disruptive brands closely tied to the world of art, culture, and fashion. He has been the Global Marketing and Creative Director at Etnia Barcelona for 15 years, designing a unique creative strategy that has positioned the brand internationally as a cultural benchmark.
ROUND TABLE WITH:
Montserrat Figueras
CEO of sita murt/
With an executive profile and extensive experience in the textile sector, leading brands such as System Action, the historic industrial group Dogi, and Nylstar, Montserrat Figueras strengthens her executive profile as Owner and CEO of the iconic fashion brand sita murt/. Under her leadership and management, a new stage of growth begins for the brand, with a clear objective: to reposition the brand as a global leader in knitwear.
sita murt/ is a company founded in 1924 in Igualada, specializing in knitwear. In the 1980s, under the leadership of designer and entrepreneur Sita Murt, the brand became internationally recognized, participating in fashion shows around the world. In 2004, the brand sita murt/ was established, and an expansion plan was launched both nationally and internationally.
Xavi Berneda
CEO of Munich Sports
He is the fourth generation of Munich Sports. Under his leadership, the brand has experienced strong expansion, establishing itself as a benchmark in the industry thanks to its commitment to innovation and design. He is passionate about entrepreneurship and business management and has turned the brand into a success story both in Spain and abroad.
Munich Sports is a Catalan family-owned company with more than 80 years of history, specializing in sports and fashion footwear. In recent years, the brand has earned a prominent position in the fashion sector, both in the domestic and international markets. It has a presence in Europe, South America, and Asia, particularly in Japan.
Iria Pérez
Director of Corporate Communication and PR of TOUS
Graduated in Journalism from the University of Santiago de Compostela and with a Postgraduate degree in Journalism and Fashion Business Communication from Pompeu Fabra University-IDEC, she began her career at La Voz de Galicia. Later, she joined Cinnamon News, a media group specializing in economic information, where she was editorial coordinator for all publications and later became the director of Modaes. In addition to her role at TOUS, she teaches at universities such as the Centre d’Estudis Garrigues and European Business Factory.
TOUS is a jewelry brand that was founded in 1920 in Manresa. It is currently present in more than 45 countries, in cities like New York, Mexico City, and Tokyo, while still maintaining its roots with its flagship store in Barcelona.
Felipe Cano
Brand Manager of The Animals Observatory
He is a multidisciplinary professional who has worked as a writer, advertising director, and, since 2015, is a founding partner of The Animals Observatory. He is responsible for creating and adapting the brand’s campaigns for various markets and channels, combining creativity and strategy in a disruptive environment. His self-taught approach and innovative vision have led him to explore new forms of communication, integrating emerging technologies into his projects.
The Animals Observatory is a graphic children’s clothing brand that blends creativity, art, and a deep understanding of what makes children’s fashion special.
MODERATED BY:
Maria Almenar
Journalist and Fashion Communicator
As a communicator, she creates new formats for fashion and lifestyle brands, such as podcasts for Mango, 080 Barcelona Fashion, and Miin Cosmetics, in addition to collaborating with brands like Etam, Stradivarius, sita murt/, and Gratacós.
OPENING KEYNOTE WITH:
Edu Pitarch
Creative Director of HAMLET
A trained Film Director, he is part of the idea incubator Hamlet. He is the creator of disruptive brands closely tied to the world of art, culture, and fashion. He has been the Global Marketing and Creative Director at Etnia Barcelona for 15 years, designing a unique creative strategy that has positioned the brand internationally as a cultural benchmark.
ROUND TABLE WITH:
Montserrat Figueras
CEO of sita murt/
With an executive profile and extensive experience in the textile sector, leading brands such as System Action, the historic industrial group Dogi, and Nylstar, Montserrat Figueras strengthens her executive profile as Owner and CEO of the iconic fashion brand sita murt/. Under her leadership and management, a new stage of growth begins for the brand, with a clear objective: to reposition the brand as a global leader in knitwear.
sita murt/ is a company founded in 1924 in Igualada, specializing in knitwear. In the 1980s, under the leadership of designer and entrepreneur Sita Murt, the brand became internationally recognized, participating in fashion shows around the world. In 2004, the brand sita murt/ was established, and an expansion plan was launched both nationally and internationally.
Xavi Berneda
CEO of Munich Sports
He is the fourth generation of Munich Sports. Under his leadership, the brand has experienced strong expansion, establishing itself as a benchmark in the industry thanks to its commitment to innovation and design. He is passionate about entrepreneurship and business management and has turned the brand into a success story both in Spain and abroad.
Munich Sports is a Catalan family-owned company with more than 80 years of history, specializing in sports and fashion footwear. In recent years, the brand has earned a prominent position in the fashion sector, both in the domestic and international markets. It has a presence in Europe, South America, and Asia, particularly in Japan.
Iria Pérez
Director of Corporate Communication and PR of TOUS
Graduated in Journalism from the University of Santiago de Compostela and with a Postgraduate degree in Journalism and Fashion Business Communication from Pompeu Fabra University-IDEC, she began her career at La Voz de Galicia. Later, she joined Cinnamon News, a media group specializing in economic information, where she was editorial coordinator for all publications and later became the director of Modaes. In addition to her role at TOUS, she teaches at universities such as the Centre d’Estudis Garrigues and European Business Factory.
TOUS is a jewelry brand that was founded in 1920 in Manresa. It is currently present in more than 45 countries, in cities like New York, Mexico City, and Tokyo, while still maintaining its roots with its flagship store in Barcelona.
Felipe Cano
Brand Manager of The Animals Observatory
He is a multidisciplinary professional who has worked as a writer, advertising director, and, since 2015, is a founding partner of The Animals Observatory. He is responsible for creating and adapting the brand’s campaigns for various markets and channels, combining creativity and strategy in a disruptive environment. His self-taught approach and innovative vision have led him to explore new forms of communication, integrating emerging technologies into his projects.
The Animals Observatory is a graphic children’s clothing brand that blends creativity, art, and a deep understanding of what makes children’s fashion special.