The 37th edition of the International festival of fashion, photography and accessories, Hyères honors audacity, freedom and sustainability
Founded some 37 years ago by the Hyérois Jean-Pierre Blanc, the International festival of fashion, photography and accessories, Hyères is an unmissable rendez-vous for those who are passionate about emerging fashion design. During four days, the world of fashion and photography is invited to gather around the prizewinners’ gorgeous creations and to discover performances (Nick Coustier, Dovydas Strimaitis), exhibitions and concerts (Pomme, Axelle Red, Camélia Jordana) in the most beautiful setting of Villa Noailles. This edition was masterfully led by Glenn Martens, Belgian artistic director in charge of the niche label Y/Project and the latest Haute Couture collection by Jean Paul Gaultier and, as of this year, of the Italian brand Diesel. People from Hyeres and fashion professionals were all surprised by the giant inflatable characters installed by Martens in the heart of the city and on the roof of the Villa Noailles. Overlooking the city, the latter appeared like a celebration to a sexual freedom which, since the creation of the festival, has been supported by its founder.
As every year, international journalists, designers and stylists, Fédération de la Mode et de la Haute Couture and major advertisers, all responded to the warm invitation of the President of Villa Noailles and Pascale Mussard.
The outcome and the quality of the collections of candidates in fashion, photography and accessories was impressive, so were all the pieces and works they proposed this year. In fashion, the juries chose to reward boldness with a Grand Prix du Jury Première Vision awarded to Jenny Hytönen from Finland for her unisex collection combining knitting and BDSM-chic influence. She was also awarded the Prix du Public – Ville d’Hyères. Valentin Lessner, from Germany, was rewarded with the Le19M Prize for Artistic Professions and the Mercedes-Benz Eco-responsible Collection Prize, with a collection cross-referencing his Bavarian native lands and contemporary Taylorism. The Prix de l’Atelier des Matières was awarded to the Finnish Sini Saavala.
On the photography side, Pierre Debusschere and the members of the jury chose to reward Rala Choi and to offer a special mention to Adeline Care, from France. The American Vintage Photography Prize went to Vietnamese Chiron Duong. Finally on the accessories’ side, the president Aska Yamashita and her jury chose to award the Grand Prix to Frenchman Joshua Cannone. The Hermès Prize for Accessories went to Lola Mossino and Indra Eudaric.
The type of sunny weekend for which only Jean-Pierre Blanc has the secret, which will have brought together a nice crowd around country luncheons in several magical places of the city of Hyères, such as Villa Romaine or Villa Magdala. In the evening, the party continued at the airport of Hyères itself, part of which was privatised for three evenings, one of which was hosted by Diesel.
A festive but studious weekend, with creations that once again show the importance of working with materials with skill and expertise, the attention paid by organisers and finalists to environmental issues and the assertion of liberties.
Photos : Jean Picon
Traslation : Jessica Jensen
