As promised, I will try to write a detailed report about the Festival International de la Mode et de la Photographie de Hyeres. For sure, one of the most important fashion festival of all Europe.
There are scores of fashion competitions around the world, some of them offering hundreds of thousands of dollars in prizes or huge profile building opportunities in magazines such as Vogue and Elle. Why in that case is this festival in a sleepy city in the south of France so important?
For sure the reason is not money. During that festival, founded 28 years ago by Jean-Pierre Blanc, the prices are pretty modest into fashion industries. The Grand Prix only represent 15.000 euros.
Hyères is not really about the money. It’s about the meltin pot the festival manages to attract. Where else could you find senior figures from the French fashion establishment like Christian Dior chief executive Sidney Toledano and Chambre Syndicale president Didier Grumbach mixing with Radiohead’s Colin Greenwood and the local residents of Hyères in a landmark cubist villa overlooking the Mediterranean? Indeed, perhaps the festival’s most important differentiation is that it offers to shortlisted designers an unparalleled, intimate access to some of the fashion world’s most talented creative and business people.
Hyeres is also a special place. The headquarter of the festival is the modernist Villa Noailles situated on a hill which provides us a particularly beautiful view of the city.
Like ever year the competition was attended by 10 designers from all around the world. Chairman of the jury, was the winner of the Grand Prix of 2002, Filippe Oliviera Baptista. Beyond him, young artists were evaluated by Delphine Roche from Numero Magazine or Mark Holgate from Vogue US. I have to admit that this year's jury had a difficult task, the level of all the collections were very high and professional.
Winner of this year's Grand Prix was Satu Maaranen, 28-year-old Finnish designer.
Chloe price was received by Camille Kunz from Switzerland.
Audience price went to Chinese designer Shanshan Ruan.
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