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Hyeres, France – The 36th Annual International Festival of Fashion, Photography and Accessories was held in Hyeres, South East France, on Thursday night.

Just over a week after Paris Fashion Week, fashion world gathers once again under the Cote d’Azur sun to attend what is more commonly known as the Hyeres Festival.

On Sunday, the event will announce the winners in each category – fashion accessories, photography and fashion fashion – choosing from 30 finalists.

Before knowing the results, guests can attend a masterclass with Louise Trotter, the artistic director at Lacoste, and president of fashion jury, and a participative workshop with French embroidery company Lesage. There will also be a fashion show and a visit to the showroom.

Hyeres Festival: This weekend, approximately 5,000 people are expected

The number of visitors this year is crucial. Jean-Pierre Blanc, founder of the festival, stated that the festival will attract close to 5,000 visitors over the weekend.

There will be 2,000 people in attendance at the Friday and Saturday fashion shows, which will include 200 journalists and 250 students. They will also discover the avant-garde, youthful fashion that has made this annual event so popular.

The Hyeres festival was established in 1986. Its aura has grown over the years. But then came Covid-19. The event was still held in 2020 but the atmosphere was quite different. Jean-Pierre Blanc described it as “an in-between festival”.

He said, “Until 2019, we were quite on a strong rising, and now it’s starting again.” It is therefore a rebirth and a new beginning. Although we will be making an assessment after the festival is over, the signals suggest that I am quite confident.

abstract painting hanging on wall

The 36th edition of the book has a unique quality. Jean-Pierre Blanc says: “We wanted to create an edition that reflects joy, emotions and youth. That was a topic that we explored a lot. Then there’s a theme. It was inspired by Edith Wharton’s 1920s quote: “Hyeres so rich, so full of blooms.”

The founder spoke of the joy at the inauguration, which was evident on Thursday. The festival is international but also friendly and welcoming. It attracts many people, including anonymous and well-known personalities as well regulars. Their happy reunions and lively chatter gave last night’s festival the feel of summer camps.

This is the reason for the event’s success: Despite the fact that the authority of prestigious partners – such as LVMH, Chanel and Hermes – is maintained, the meeting maintains a friendly atmosphere and the freshness sought-after by the fashion industry.