As part of Mercedes-Benz Fashion Week Madrid, the brand JCPajares marked one of the most significant milestones in its journey: its 10th anniversary. A pivotal moment to consolidate its positioning within the Spanish fashion landscape and strengthen its visibility in an increasingly competitive and media-driven environment. The goal was not only to present a new collection, but to turn the runway show into a high-impact moment—capable of sparking conversation, attracting relevant talent, and amplifying the brand’s presence across both media and digital channels.

To achieve this, Fabra Comunicación led the entire guest strategy, managing the attendance of influencers, celebrities, and press, as well as overseeing seating arrangements and fitting coordination. A curated selection of high-reach profiles was activated, ensuring a presence aligned with the brand’s universe and the context of the runway. The front row featured names such as Blanca Suárez, Raquel Sánchez Silva, Dulceida, and Gabriel Guevara, alongside a carefully selected group of content creators who naturally integrated the collection into their own language, reinforcing the show’s narrative.

The activation delivered a highly qualitative return, with extensive coverage across both media and social platforms. The show generated hundreds of mentions and organic pieces of content, consolidating its visibility at a key moment for the brand. The presence of high-impact profiles significantly extended the event’s reach and positioned JCPajares as one of the standout proposals of the edition. An activation that reinforces the value of guest strategy as a tool to drive awareness, build narrative, and support key brand milestones within the demanding and highly competitive context of MBFW Madrid.