News

Hyères Festival 2012

6 June 2012

France has long been considered one of the world’s most important regions for luxury fashion. The birthplace of haute couture and home to some of the world’s most revered designers, France has fashion entrenched in its history. Furthermore, some of the most prominent couture houses, such as Chanel and Christian Dior, have an enduring past of working with wool.

The Woolmark Company was an official partner to the 27th International Festival of Fashion and Photography at Hyères, 27-30 April 2012
The Woolmark Company was an official partner to the 27th International Festival of Fashion and Photography at Hyères, 27-30 April 2012.

Following a few years without any activity in the region, 2012 will see The Woolmark Company re-establish its presence in France. There is no better way to assert this re-emergence than by partnering with one of the most important fashion institutions in the world, the Fédération Française de la Couture, du Prêt à Porter des Couturiers et des Créateurs de Mode (aka the Chambre Syndicale).

The Chambre Syndicale, with President Didier Grumbach, acts to promote the French fashion industry, with more than 100 members globally, including haute couture and ready-to-wear designers. The association is also devoted to promoting and supporting emerging fashion talent, with an annual festival held in the South of France, Festival d’Hyères.

The Woolmark Company was an official partner to the 27th International Festival of Fashion and Photography at Hyères, 27-30 April 2012. Set in the glorious surroundings of the 1920s built Villa Noailles, the event, attended by more than 1000 people, comprised of fashion shows from ten of the brightest rising fashion stars. Overseen by executive judge, Yojhi Yamamoto, awards were presented to the most outstanding designers at the festival, by L’Oréal, Première Vision and Chloé.

To accompany the Hyères festival, an event was held in Paris on Saturday April 28, at the elegant Palais de Tokyo, one of the largest sites in Europe dedicated to contemporary art. The Woolmark Company was the principal partner for the event, at which over 450 guests from France’s fashion and art industries experienced a live broadcast of the fashion shows from Hyères.

International Wool Textile Organisation chair and consultant for The Woolmark Company, Peter Ackroyd, spoke to the audience to highlight the official partnering of The Woolmark Company and the event.

“There is considerable excitement in France about Woolmark’s return after an absence of several years,” Mr Ackroyd said.

Included in the broadcast was a film about the International Woolmark Prize, highlighting a perfect synergy as the last Woolmark Prize in 2008 was also held at the Palais de Tokyo. The broadcast, which has been viewed by over 4000 people to date, is available to view here.

The festival was considered a great success and has since generated an amount of interest in the media. Vogue Paris, viewed by more than 470,000 people monthly, published an article online about the event, referring to the support of The Woolmark Company.

A partnership with Vogue Paris is currently being planned for later in the year, to feature French designers’ use of Merino wool. Ongoing activity will be carried out by The Woolmark Company in France, involving International Woolmark Prize and The Campaign for Wool, to continue to build on the foundations of relationships and generate awareness for the company in the region.