As a hot bed of young talent drawn from around the world, the International Festival of Fashion and Photography in Hyères is the perfect place to scout for new designers to take part in Mercedes-Benz’ International Designer Exchange Program.
Since 2014, one of the shortlisted designers has been selected to show their collection at Mercedes-Benz Fashion Week Berlin, in association with ELLE Germany.
This well-established exchange is a great chance for the selected designer to see what opportunities inclusion in the festival can generate at an important stage of their career.
Mercedes-Benz Fashion Week Berlin in particular is seen as a springboard to launch careers and is attended as it is by 200,000 industry professionals each season.
This spring, Mercedes-Benz continued its sponsorship of ‘The Formers’ showroom at the International Festival of Fashion and Photography in Hyères in the South of France.
‘The Formers’ showroom brings together 10 previous festival participants, including two past winners of ‘The Shortlisted’ showroom and affords them the opportunity to showcase their latest collections to the assembled industry heavyweights, who mark the event as a must-see for scouting new creative talent.
Always a highlight on the festival schedule, ‘The Shortlisted’ showroom brings together 10 international designers, whittled down from a 400-strong long list, to compete for the festival’s Chloé Prize – this year’s winner Hanne Jurmu & Anton Vartiainen – and Grand Prix of the Jury Première Vision this year’s winner Wataru Tominaga – as well as other awards and opportunities with renowned design houses.
While the Chloé Prize is soley a financial grant, the Grand Prix of the Jury Première Vision also includes a collaborative project with CHANEL’S Métiers d’Art and a design collaboration with Petit Bateau.
This year, for the first time, Mercedes-Benz was called upon as official supporter of the showroom of exciting young designers that is staged in Villa Noailles.
For this project, and following on from the success of the implementation of his vision for ‘The Formers’ showroom last year, Mercedes-Benz enlisted Marc Turlan to create a truly excellent showroom concept.
Ina Schultz- photo Mercedes
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