Mercedes-Benz's involvement in fashion at the Hyères festival: 33rd International Festival of Fashion, Photography and Fashion Accessories in Hyères

In Hyères, southern France, from 26 to 30 April 2018, the #fashion scene came together for the "33rd #internationalfestivaloffashion, #photographyandfashionaccessories in Hyères". This prestigious competition for talented young designers, with ten entrants in each category, attracted talent scouts and #fashion experts from all over the world. #mercedesbenz has supported the Hyères festival as part of its international #fashion activities since 2012, and this year presented the showrooms "The Shortlisted" in the #fashion category and "The Formers" with exhibits by contestants of earlier years.

As in previous years, #mercedesbenz is inviting the winner of the Grand Prix du Jury Première Vision or of the Chloé Prize in "The Shortlisted" category to show his/her collection at the MBFW Berlin in July 2018. This sponsorship for a talented young designer is part of the company's International Designer Exchange Program.

In addition, #mercedesbenz presented the future vision of CEO and Hypebeast founder Kevin Ma on the topic of "Progression" as part of the #WeWonder #fashion Story. In a workshop, moderated by Caroline Issa, for and together with the designers of the showroom "The Formers", Kevin Ma, Arby Li (Editor-in-Chief Hypebeast) and Kevin Wong (Creative Director Hypebeast) examined how a global #fashion brand can be successfully established, given credibility and kept in the forefront in the long term. Particular emphasis was given to the technologies and channels that will be the key to success in the future. Together they creatively produced a vision of the future driven by growth.

"It has been my pleasure to visit the Festival in Hyeres - supporting emerging design talent is one of the reasons that I was proud to take part in the #WeWonder #fashion story. It’s been great to see the creativity and excitement associated with the Formers and the Shortlisted showrooms with #mercedesbenz. I feel privileged to have been able to talk with them about my theme ‘ Progression’, and hope that it has helped inspire the contestants to think innovatively about how to build their brands in the future."

In April each year, villa Noialles in Hyères is transformed into a meeting place for art, #fashion, music and creativity. Ten designers in each of the categories - #fashion, #fashion accessories and photography - present their work in an exhibition and in a #fashion show, submitting their extraordinary creations to the jury of acclaimed experts. The competition is accompanied by workshops, screenings, performances and parties.