On 14 October, photographs of Madrid landmarks appeared on Samsung The Frame televisions in the rooms of a palacete. The event introduced The Frame x Martín Alcalde, a five-look capsule created in dialogue with the television. It was designer Inés Martín Alcalde’s first runway presentation.
The show marked ten years of Martín Alcalde, which Inés founded in 2016. Five capsule looks feature in the wider Martín Alcalde Studio spring-summer 2027 collection, which presented 30 looks in total.
The collection is mainly black and white, with silhouette and volume at the fore. It also pays close attention to detail. The house’s bridal and womenswear aesthetic meets menswear-inspired tailoring. Bianca Jagger provided the visual reference. Spanish fashion coverage described the runway collection as the first to bring the codes of the label’s two directions together in one show.
One design is a structured white bridal gown with a close-fitting bodice and bare shoulders. Its full skirt ends in a train. Another white look pairs a fitted bodice with a layered, sculptural skirt. An ivory cape features fluid fabric and open shoulders. Its back trails behind.
The tailoring option pairs a double-breasted white jacket with wide-leg trousers. The fifth piece is a long, straight black dress with one shoulder exposed. A matching floral headpiece completes the look.
Valero Rioja photographed the collection for an urban editorial staged around Madrid. The shoot included Monumento a Alfonso XII in Parque del Retiro and Edificio Metrópolis at the junction with Gran Vía. It also visited Palacio Real, then Templo de Debod, before reaching Puente de Segovia. During the show, images from the shoot appeared on Samsung The Frame units in different rooms of the palacete.
The collaboration coincided with the tenth anniversary of Martín Alcalde Studio and The Frame’s tenth year as a Samsung lifestyle range. The television is designed to resemble a picture. Owners can change its frame. Its matte screen finish is intended to reduce reflections from ambient light. When the television is not in use, Art Mode, known as Modo Arte in Spain, displays photographs or artworks.
Pablo Requejo, acting head of Television and Audio at Samsung Electronics España, said the collaboration uses the television screen to display fashion photography at home. Samsung described the capsule as a fashion-and-art collaboration, with photography connecting the two. Rioja’s editorial images are available to download from Martín Alcalde’s official website for use on televisions equipped with Modo Arte.
The show also launched the Martín Alcalde Runway stage, bringing together the brand’s previously distinct codes. Inés Martín Alcalde works on the house with her sister Lucía and business partner Leticia Colas. The label is known for bridalwear and outfits worn by guests at public events. The runway line puts those codes alongside tailoring, with eveningwear also part of the collection.
