PARIS — Supima is promoting its cotton expertise in the French capital for the first time with a presentation featuring looks created by the winners of the Hyères International Festival of Fashion and Photography, alongside creations from Paris-based designers including Véronique Leroy and Martin Grant.
The inaugural edition of the Supima Design Lab, to be held at the Hôtel de Talleyrand on Sunday evening, will also feature “Made in Supima” looks by the seven participants in the Supima Design Competition held in New York City earlier this month.
The Hyères contingent consists of Rushemy Botter and Lisi Herrebrugh, whose Botter brand scooped the Première Vision Grand Prize at the festival in April; Canadian designer Marie-Ève Lecavalier, who won the Chloé Prize; Sarah Bruylant, who took away the Public Prize; and finalists Linda Kokkonen and Ester Manas.
Joining Leroy and Grant in the designer segment are Rahul Mishra, Leonard’s Christine Phung and Richard René at Guy Laroche. The New York design students are led by the winner of the $10,000 prize, Lili Shi, who graduated in June from the Fashion Institute of Technology.
“It’s really an extension of our program in the U.S.,” said Buxton Midyette, vice president of marketing and promotions at Supima, noting that 98 percent of production of the U.S. extra-long staple cotton is exported to Europe and Asia.
“We’re really excited to work with the designers in Europe and to provide Supima fabrics to show them what can be done with Supima, because this is a market that traditionally has been where Egyptian cotton has dominated, but they unfortunately don’t grow this special variety in the quantity they used to,” Midyette said.
He added the organization has a tradition of supporting emerging designers, and therefore was excited to partner with the Hyères festival, which has been a launchpad for many fashion talents, including Paco Rabanne’s Julien Dossena, Viktor & Rolf, Christian Wijnants and Anthony Vaccarello.
“I feel we’ve found our soul mates in France, that they really have a passion for supporting young designers, that there is not a commercial aspect to it, that they really want to just help these designers get a start to their career, to show their work to the broader industry,” he said.