Première Vision ends partnership with the Hyères Festival

By

Dominique Muret

Translated by
Roberta HERRERA

Published
Jun 28, 2024

Première Vision has decided not to renew its partnership with the International Festival of Fashion, Photography, and Fashion Accessories in Hyères. The textile trade show will be present as a partner for the last time at Hyères during the 2024 edition, scheduled from October 10 to 13. This information was confirmed by the trade show, which emphasized that the decision was made prior to the recent leadership change—before Florence Rousson took over as chair of Première Vision’s executive board in March, succeeding Gilles Lasbordes.

 
Since 2013, Première Vision has sponsored the Grand Prix du Jury de Mode, the most prestigious category at the Hyères Festival. The trade show has supported the finalists by providing access to raw materials for their collections. While Première Vision will no longer sponsor the competition for young designers, it will continue to host the finalists. The goal is to offer young stylists personalized support from hundreds of exhibitors, helping them select materials and gain support from manufacturers.

Première Vision aims to shift its approach in supporting young designers, focusing on more targeted initiatives. This includes partnerships with fashion schools such as IFM in Paris and NABA and IED in Milan.

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Attempts to get reactions from the Hyères Festival organizers were unsuccessful. On Thursday, June 27, they were busy inaugurating the Design Parade, the second most important event at the Villa Noailles art center, alongside the Hyères Festival.

Première Vision is not the only sponsor of the fashion competition. The festival has about 40 private partners, including Chanel, one of the main sponsors, alongside Mercedes-Benz, Hermès, American Vintage, LVMH, Kering, the European Confederation of Flax and Hemp, and Galeries Lafayette. Public institutions also cover 60% of the budget, including contributions from the local municipality, the Var department, the Provence-Alpes-Côte d’Azur region, the Toulon Provence Méditerranée metropolis, and various government grants.