French Fashion Competition ANDAM Adds a Special Prize, New Sponsors – WWD

Experience the runner-up!

For its 2022 edition, the French fashion competition ANDAM added a Special Prize worth € 100,000 along with the € 300,000 Grand Prix, reflecting the generosity of new and established sponsors and recognizing the wealth of top-tier talent that the awards have attracted recently.

In addition, Bruno Pavlovsky, president of Chanel fashion and president of Chanel SAS, who mentored the 2015 ANDAM awards, will offer one-year mentoring to the big winner and runner-up, training both the creative and strategic dimensions of their fledgling businesses. .

“More than ever, the creativity of young people is important and the latest edition showed that the issue is not finding talent – there are so many – but how to equip and help these talents in their entrepreneurial adventures,” he said.

Unveiling the details of its latest edition exclusively to WWD, ANDAM Executive Director Nathalie Dufour also touted the wealth of talent recent editions have attracted and noted that the new special award could provide an edge to a budding designer with a smaller company footprint, as the jury pays close attention to revenue figures.

It also trumpeted the arrival of two digital powers as sponsors – Instagram and Mytheresa.com – giving this year’s winners the chance to tap into a digital brain to hone their communication and distribution strategies.

Nathalie Dufour is the executive director of ANDAM.
Courtesy

Nominations are now open on andam.fr until March 31, with the finalists to be revealed at the end of May and the awards ceremony scheduled for June 30. The jury will be unveiled in February.

Bianca Saunders beat the other six finalists – GmbH, Wales Bonner, Area, Rokh, Ludovic de Saint-Sernin and Casablanca – to win the 2021 award. The British menswear designer will show her latest collection on January 19 during fashion week menswear in Paris, marking his debut on the French catwalk.

In recent years, high-profile international fashion competitions have enriched their earnings and multiplied their trophies, with the LVMH Award awarding special second-place prizes to the likes of Hood by Air’s Shayne Oliver, Simon Porte Jacquemus and other. It was renamed the Karl Lagerfeld Prize in 2019 in homage to the legendary German designer, who passed away that year.

In an interview, Dufour said ANDAM will now pay a total of € 600,000 to budding talent, the highest endowment since the award was established in 1989. ANDAM, the French acronym for the National Association of the Development of the Fashion Arts, increased the value of the Grand Prix to € 300,000 last year. Previously, it was 250,000 euros.

The level of support has significantly increased due to the arrival of large corporate sponsors, which now include Balenciaga, Chanel, Chloé, Fondation Pierre Bergé-Yves Saint Laurent, Galeries Lafayette, Google France, Hermès, Kering, Lacoste, Longchamp, LVMH Moët Hennessy Louis Vuitton, L’Oréal Paris, OTB, Premiere Classe, Saint Laurent, Swarovski and Tomorrow.

The French Ministry of Culture and DEFI, a body that promotes the development of the French fashion industry, are also ANDAM’s main historical public partners.

ANDAM also offers the Pierre Bergé Award, which focuses on young French companies and is worth 100,000 euros; a Fashion Accessories Award, which comes with a sum of 50,000 euros, and an Innovation Award focused on technology, also worth 50,000 euros.

Frédéric Maus, general manager of WSN Developpement, organizer of the Who’s Next and Premiere Classe fairs, will mentor the winner of the accessories award; Stefano Martinetto, founder and CEO of Tomorrow, will lead the winner of the Pierre Bergé Award, while Yann Gozlan, founder and president of Creative Valley, will lead the winner of the Innovation Award, typically an entrepreneur or a start-up.

Reflecting on his mentor for 2015 ANDAM winner Stéphane Ashpool of streetwear brand Pigalle Paris, Pavlovsky said coaching involves “honest and frank conversations” and the creation of bespoke development advice, noting that the Ashpool brand has a community aspect and includes not only fashion but also sport, music and video.

Pavlovsky seems uniquely positioned to help ANDAM achieve its goal of securing Paris’s role as a key fashion capital, having just inaugurated Le 19M, Chanel’s new hub for specialty ateliers including embroidery, shoemakers and silversmiths.

In an interview, Pavolvsky said that the concentration of craftsmanship and savoir-faire in Paris, coupled with the international nature of its fashion week, makes the city a beacon for fashion creatives around the world.

He also pointed to a broader ecosystem – which includes the Hyères International Fashion and Photography Festival and the Institut Français de la Mode fashion school – to reinforce the attractiveness of the French fashion and luxury industry.

Dufour agrees: “Doing a fashion show in Paris immediately gives a label a more luxurious prestige. This is why young designers and brands converge in Paris. Paris is a dream “.

Candidates for ANDAM’s grand prizes can be of any nationality, but must own a French company or create one within the same year as receiving the scholarship. (Applicants must also have shipped at least two seasonal collections internationally and have recorded a minimum turnover of € 100,000 in 2021.)

Eva Chen, Instagram’s vice president of fashion partnerships, touted the photo-sharing platform as a key home for up-and-coming designers.

“When working with independent brands, we see that they often have deeply passionate and engaged followers who have followed the journey of these companies and their creative directors from the very beginning,” he said, noting that this year’s winners will receive. “dedicated mentoring, so they can learn how to make the most of Instagram and the Meta family of apps “and” foster meaningful conversations and communities on our platforms. “

Created in 1989 by Dufour with the support of the French government and the DEFI and with the late Pierre Bergé as president, ANDAM was a springboard for designers who would achieve international recognition.

Past winners include Martin Margiela, Viktor & Rolf, Christophe Lemaire, Anthony Vaccarello and Jeremy Scott.

SEE ALSO:

After ANDAM’s victory, Bianca Saunders lays the foundations for growth

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