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  • Fashion festival in Hyères: Mercedes-Benz supports young designers.
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    Fashion festival in Hyères: Mercedes-Benz supports young designers.

Fashion on the Côte d’Azur.

Emerging fashion designers and industry professionals meet at the renowned International Festival of Fashion and Photography on the Côte d’Azur. Since 1986, the International Festival of Fashion and Photography in Hyères has built a reputation for bringing together emerging fashion designers from around the world, showcasing them in the beautiful surroundings of the South of France and engaging with industry professionals keen to discover the fresh voices of fashion’s future. This year’s festival was once again housed in the stunning Villa Noailles where Mercedes-Benz France ambassador Audrey Marnay was on site to capture the unique atmosphere. To get a glimpse have a look here.

A longstanding partnership.

Mercedes-Benz has been one of the principal partners of the festival since 2012. As the exclusive automotive sponsor of the event, Mercedes-Benz provided the shuttles for attendees including VIPs, press and influencers to find their way to the various events around the festival.

International platform.

A key element of the festival are the two showrooms “The Shortlisted” and “The Formers”. 10 young fashion design talents from around the world are presented within the “The Shortlisted” showroom and compete for the two fashion prizes, the Grand Prix du Jury Première Vision and the Prix Chloé. “The Formers” showroom brings together 10 former contestants of the festival to present their latest creations and gives the returning designers the unrivalled opportunity to maintain existing and build new relationships with industry professionals.

The winners.

The winner of the “Grand Prix of the Jury Première Vision” at the 32nd International Festival of Fashion and Photography in Hyères was Swiss designer Vanessa Schindler, the “Chloé Prize” was awarded to German designer Gesine Försterling. Winner of “Grand Prix Accessoires de Mode Swarovski” was Marina Chedel from Switzerland while the “Grand Prix of the Photography Jury” was presented to Irish photographer Daragh Soden.

The jury.

All winners were selected by a jury of industry experts, overseen by the president of this year’s festival Bertrand Guyon (third from the right), design director of the House of Schiaparelli. In addition to the Grand Prix du Jury Première Vision and in line with the Mercedes-Benz International Designer Exchange Program, Vanessa Schindler will be granted the opportunity to show her latest collection during Mercedes-Benz Fashion Week Berlin Spring Summer 2018 in July.

Special fashion moments on social media.

Last year, in support of the ongoing global fashion commitment, Mercedes-Benz launched a collection of new fashion-focused social media channels during the International Festival of Fashion and Photography in Hyères. For the 2017 edition of the festival and in line with the new fashion story concept, #mbcollective, that launched earlier this year, Mercedes-Benz put the focus squarely on exclusive digital content, sharing the experience directly with the audience through the Mercedes-Benz Fashion social media channels.

Mercedes-Benz and i-D France.

This year, Mercedes-Benz partnered with i-D France for an exclusive shoot with the winning designers, with the results also providing exclusive social content for Mercedes-Benz Fashion Instagram channel. The images, shot by Phil Engelhardt, appeared on both the Mercedes-Benz Fashion Instagram channel @mbfw, and that of i-D France, creating a unique platform for these innovative designers.

Mercedes-Benz and Semaine.

Another collaboration, with the magazine and concept store Semaine, resulted in a short film by Zoé Le Ber entitled “La Villa” in homage to the festival’s base: Villa Noailles. Inspired by the works of Alfred Hitchcock and Jean Luc Godard, the film launched in June on Semaine.com with exclusive content granted to the Mercedes-Benz Fashion Instagram channel. This bespoke project features the work of former participants of the festival including designs by finalist of the 2013 edition of Festival Hyères, Damien Ravn and 2014 Prix Chloé award winner Liselore Frowijn, as well as Sophie Harand, a 2015 finalist further demonstrating Mercedes Benz’s commitment to showcasing new talent.

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