5 Brands to Watch at Madrid Fashion Week SS27 The Spanish capital heats up with fashion for the new edition of its fashion week

Whether it's the country's streetwear spreading across Europe like wildfire, its films triumphing at Cannes, its celebrities filling stadiums around the world and starring in some of the most popular TV series among young people, or simply its influencers — now a fixture at all the most important fashion events of the moment — Spanish culture is enjoying a period of enormous popularity. And fashion is no exception to this trend.

The Mercedes-Benz Fashion Week Madrid SS27, which is about to get underway, will bring together both storied and brand-new names from the Spanish scene, ranging from the great classics of Custo Barcelona and Agatha Ruiz de la Prada to a series of entirely new brands whose sensibility promises exciting future developments and who are already making waves at home.

Here are 5 brands to watch at Mercedes-Benz Fashion Week Madrid SS27

1. Palomo Spain

Undoubtedly the most famous and the hottest brand on the schedule, Palomo is one of the names from the new Spanish guard that will make this week's programming particularly exciting. With its sculptural proportions and mischievous details (we're still recovering from the summer campaign for its open-back jeans and the collaborations with Tom of Finland and The Vampire Lestat), the brand is delightfully modern, sexy in an almost diabolical way, and absolutely unmissable. It has been a full year since the brand's last show, with the FW26 collection presented via lookbook, and so the curiosity surrounding it

2. Agua by Agua Bendita

Catalina Álvarez and Mariana Hinestroza, two designers from Medellín, began their fashion journey by calling textile factories across Colombia and using their offcut fabrics to create swimwear decorated with traditional amulets. The line was called Agua Bendita, and after word of mouth spread throughout Latin America, the two created a ready-to-wear line called Agua by Agua Bendita. Their sensibility, translated into the world of clothing, strikes a truly stunning balance and elegance: their garments are harmonious, feature calm colours, and are adorned with exquisite floral embroidery — all while maintaining a fresh, youthful feel. We expect great things.

3. Alex Riviére Studio

Born as a resort wear line, Alex Riviére Studio has quickly expanded into the main clothing categories, becoming a fully fledged brand. Beyond its individual pieces — all very clean and modern, and locally produced by Costa Brava artisans — what stands out most is the art direction of the two co-founders, Alex Riviére and Beatriz Villarroya. While their attention to image and precision of detail is truly remarkable, the two recently had the excellent idea of collaborating with brands such as Manebi and L.G.R., extending their vision to eyewear and a range of footwear that makes you eager to discover what comes next. At their show, one assumes, we'll find out.

4. Ernesto Naranjo

Beyond the imagination that Naranjo manages to infuse into his delightfully avant-garde looks, the brand had a major moment in the spotlight last summer for dressing Zendaya during several stops on the press tour for the latest Spider-Man film. The sense of apparent chaos and the masterful use of proportion make Naranjo's creations small masterpieces, the fruit of a truly original vision that is earning — and we are certain will continue to earn — its well-deserved recognition.

5. Acromatyx

Xavi García and Franx de Cristal founded their Acromatyx five years ago. The brand's vibe oscillates between a strongly avant-garde, deeply dark sensibility and pronounced tailoring influences. Their creativity operates within a very precise and well-defined space, and it is precisely for this reason that the intensity of its narrative feels more concentrated and profound. Their show this week will reveal the new directions in which this vision can move.