Impression of the renowned International Festival of Fashion and Photography in Hyères.

Fashion festival in Hyères: Mercedes-Benz widens commitment.

Emerging fashion designers and industry professionals meet at the renowned International Festival of Fashion and Photography on the Côte d’Azur.

  • Fashion festival in Hyères: Mercedes-Benz widens commitment.

  • Fashion 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, presenting them in an exciting and engaging way to industry professionals keen to scout out and support new fashion talent.

    A model presents a soft, green design at the International Festival of Fashion and Photography in Hyères.
    Photo: Isabel Martinez / @IsabelitaVirtual
    Mercedes-Benz and fashion fit together: since 2012 Mercedes-Benz has been one of the main partners of the International Festival of Fashion and Photography in Hyères.
    Photo: Isabel Martinez / @IsabelitaVirtual

    A unique international fashion network

    Mercedes-Benz has been one of the main partners of the festival since 2012 and this year the company extended its involvement in the event. In addition to supporting “The Formers” showroom, it also backed “The Shortlisted” showroom for the first time. This echoes the ethos of Mercedes-Benz’ own long-standing engagement with fashion globally; creating a unique international fashion network and platforms for both emerging and established designers.

    International platform.

    A key element of the festival, “The Formers presented by Mercedes-Benz’”, brought together ten former contestants of the festival to present their latest creations to an international audience of industry professionals. Since their time in the festival spotlight, many of these names such as Annelie Schubert and Roshi Porkar have gone on to forge successful fashion careers and show at some of the most relevant fashion platforms globally. “The Formers” showroom gave the returning designers the unrivalled opportunity to maintain existing relationships, and build new ones, with industry professionals. Following on from the huge success of his involvement last year, Mercedes-Benz again enlisted conceptual artist Marc Turlan to create a unique staging concept for both “The Formers” and “The Shortlisted” showrooms. Turlan’s concept for “The Formers” was based around a clever accumulation of stacked and prioritised grey boxes which were fully immersed into the space by colour.

    His concept for “The Shortlisted” showroom was a “Hall of Columns” composed of circular pillars.

    A male model presents a colourful design at the International Festival of Fashion and Photography in Hyères.
    Photo: Isabel Martinez / @IsabelitaVirtual

    Emerging fashion talent.

    This year, Mercedes-Benz supported for the first time “The Shortlisted” showroom, a platform in which ten shortlisted designers presented their collections to compete for two fashion grants; the “Grand Prix of the Jury Première Vision” and the “Chloé Prize”. This not only underlines Mercedes-Benz’ commitment to the festival but also emphasises its primary objective of discovering and championing emerging fashion talent.

    Special fashion moments.

    In support of the ongoing fashion commitment worldwide, Mercedes-Benz launched a collection of new fashion-focused social media channels during the International Festival of Fashion and Photography in Hyères. To kick-off the launch, Mercedes-Benz partnered with Isabel Martinez (@IsabelitaVirtual), an art director and digital influencer, known for her unique eye in capturing social media content for some of the most renowned high fashion houses, including the likes of Dior and Viktor&Rolf. Isabel created unique content from the festival, exclusively for the Mercedes-Benz Fashion Instagram channel. Following Mercedes-Benz Fashion on social media – on Instagram, Twitter, Snapchat, Periscope – and using the hashtags #mbfw and #mercedesbenzfashion is simple. Pictures can be found right here.

    Impression from the International Festival of Fashion and Photography in Hyères which is partnered by Mercedes-Benz.

    Photo: Isabel Martinez / @IsabelitaVirtual

    Impression from the International Festival of Fashion and Photography in Hyères.
    Photo: Isabel Martinez / @IsabelitaVirtual

    The winners.

    Wataru Tominaga from Japan, and Hanne Jurmu and Anton Vartiainen from Finland, were selected as the winners of the 31st International Festival of Fashion and Photography in Hyères. Wataru Tominaga, winner of the “Grand Prix of the Jury Première Vision”, and Hanne Jurmu and Anton Vartiainen, winners of the “Chloé Prize” , were awarded by a jury of select industry experts, overseen by the president of this year’s festival Julien Dossena, Creative Director of Paco Rabanne.

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