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

Fashion festival in Hyères: Mercedes-Benz continues the support of young designers.

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

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

360 degree engagement.

Mercedes-Benz has been one of the main partners of the festival since 2012 and is proud to continue the commitment at the festival for this year´s event. In line with the new fashion story concept that launched earlier this year, Mercedes-Benz puts the focus on exclusive digital content to form a connection with the audience through the Mercedes-Benz social media channels which were launched at the festival in 2016. Together with a media partner, Mercedes-Benz will shoot this year’s creations of the designers represented at “The Shortlisted” showroom in an exclusive Fashion Shoot. The assets will live online as well as on the MercedesBenzFashion Instagram Channel @mbfw, creating a unique opportunity for the participating designers. 

International platform.

A key element of the festival, “The Formers” showroom brings 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 Wataru Tominaga have gone on to forge successful fashion careers and show at some of the most relevant fashion platforms globally. “The Formers” showroom gives the returning designers the unrivalled opportunity to maintain existing relationships, and build new ones, with industry professionals.

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.

In line with the Mercedes-Benz Global Fashion Engagement, “The Shortlisted” showroom, a platform in which ten shortlisted designers present their collections to compete for two fashion grants; the “Grand Prix of the Jury Première Vision” and the “Chloé Prize”, will highlight emerging fashion talents. This not only underlines Mercedes-Benz’ commitment to the festival but also emphasises its primary objective of discovering and championing emerging fashion talents.

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.

The winners of the 32nd International Festival of Fashion and Photography in Hyères (“Grand Prix of the Jury Première Vision” and “Chloé Prize”) will be awarded by a jury of select industry experts, overseen by the president of this year’s festival Bertrand Guyon, design director of the House of Schiaparelli. In addition to the price, one of the winners will be awarded with the opportunity to show their latest collection at Mercedes-Benz Fashion Week Berlin Spring Summer 2018 in July.

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