This project represents an important step in the new strategic line of the MAM to open the museum space to the business, cultural and tourist fabric.
Under the name ‘La Percha Solidaria’, the Malaga Automobile and Fashion Museum and the Erum Group have signed a collaboration agreement to carry out different actions based on solidarity and sustainability during 2024.
The co-directors of the Automobile and Fashion Museum of Malaga, Elvira Carrera and Mar González, and the Communication Manager of the Erum Group, Ignacio Palmer, presented this new agreement between both companies this morning within the framework of the International Fair of Tourism (Fitur) that is being held these days in Madrid.
This project represents an important step in the new strategic line established by the Automobile and Fashion Museum whose objective is to open the museum space to the business, cultural and tourist fabric, both nationally and internationally.
Both entities have presented at Fitur (International fair of tourism) all the actions that will be carried out under the ‘La Percha Solidaria’ project
The Solidarity Hanger Project is based on different actions to raise funds and make a donation to the NGO that has previously been established between both entities.
The MAM will become a reference collection point for used hangers, through different waste collection points in strategic locations in each city. The savings resulting from the material collected to recycle and manufacture a new product will be donated in full.
Also, people, companies or institutions that consider it may make direct donations through the so-called “Zero Hanger” or by purchasing hangers, manufactured exclusively, the amount of which will be donated in full.
In addition, a small space will be created in the MAM reception called the ‘Wall of Fame’ of solidarity hangers, in which exclusive hangers will be displayed, signed by public figures who pass through the museum space, which will be auctioned for charitable purposes.
To recognize the professional work of those companies that strive to develop their corporate social responsibility, within the framework of sustainability and solidarity, the Mr. Emilio Erum and Mr. Joao Magalhaes Awards, founders of both institutions, will be created.
The solidarity hanger project will also have sessions titled “The role of women in the world of fashion, Fashion of Contrasts” in which different women, from different social, economic and cultural perspectives, talk about their role in the world of fashion. fashion world. From the president of a multinational, to a globally recognized designer, to women who demand their labor rights in the textile industry in Bangladesh.
With the hanger as the protagonist, the Automobile and Fashion Museum of Malaga will have an exclusive space to host an exhibition on “The role of the Hanger throughout the history of Fashion”, which allows you to show your history or experiment with what could be the hanger of the future.
Finally, it is being studied to establish a National Competition for New Designers, based at the MAM, to help the career development of new professionals.
About the Automobile and Fashion Museum of Malaga
The MAM houses one of the most complete and important collections in the history of automobiles and haute couture fashion. Nearly a hundred historic automobiles, as well as more than 300 haute couture jewels, come together in an exhibition space that exceeds 6,000 square meters in the emblematic building of the former Malaga Tobacco Factory (Tabacalera).
