2023-10-17 09:27:55
The Hyères Festival, which ended last Sunday in the Var, rewards each year a slew of young artists – fashion designers, accessories or photographers – each more talented than the last. Among the actors who support the festival founded in 1985 by Jean-Pierre Blanc, Premiere Classe has established itself as one of the platforms which, for 6 years of presence at the festival, supports the finalists, then the winners, well beyond of the four days of festival at Villa Noailles. Not only does Première Classe welcome the winners in a dedicated showroom during Paris Fashion Week in October, but this fashion show is a showcase of choice which helps boost their commercial development. After stints at Le Bon Marché, Printemps and La Redoute, Frédéric Maus has headed the WSN group since 2018 (which brings together several structures including the Première Classe salon). This fashion enthusiast is at the origin of WSN’s unwavering support for the Hyères Festival. GQ had the opportunity to speak with the CEO.
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Courtesy of WSN
Première Classe has been present at the Hyères Festival for six years. What assessment do you draw from these years spent supporting young creation and Villa Noailles?
Within the WSN group which includes Première Classe which was founded 35 years ago, the idea has always been to have a platform that brings creation to life. We fight to defend creation. And whoever says defending creation says above all supporting young creators. Through sponsorship actions like that carried out at the Hyères Festival, it is also a way of encouraging this young creation. Première Classe also supports it afterwards by giving participants the opportunity to join our events to ensure visibility. This is part of our support for this young creation.
The fashion world moves very fast. We’re out and about all the time, whether in Paris or elsewhere. These people that we quickly meet during the year, we have time to chat with at the Hyères Festival.
Frédéric Maus, CEO of WSN
Over the years, is there one thing that has particularly struck you in Hyères, particularly among the fashion designers?
Each time, it is overall creation. In Hyères more particularly, this is the level of the finalists. Every year, new names emerge before finding themselves in the fashion ecosystem that we are lucky to have extremely developed in France. Personally, I find that the level of the parades and the festival improves almost from year to year. The Hyères Festival has become a meeting place. The fashion world moves very fast. We’re out and about all the time, whether in Paris or elsewhere. Hyères is a parenthesis, which takes us away from this Parisianism of fashion, and from Milan and New York. These people that we come across quickly during the year, we have time to chat with here. Hyères is a kind of bubble that we really appreciate.
Have you initiated or would you like to initiate actions at the Hyères Festival?
Before we were patrons, which means we came and participated in the festival. For three years now, we have been organizing the Première Classe evening after the opening ceremony of the festival, in the heart of the Villa Grenadine, a few steps from the Villa Noailles. Precisely because it is part of us, the culture and the DNA of WSN, Première Classe and Who’s Next to do, both obviously, a business centered around fashion. But also to integrate this festive side. It’s hard to separate the two. We wanted to have a presence that resembles us and welcome people because that is our job. We are delighted to be able to organize this at the Hyères Festival. This opening night has become almost a habit today.
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