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Valentin Lessner is the winner of the 2022 Mercedes-Benz Sustainability Prize. After the premier in 2021, the brand in cooperation with Fashion Open Studio (FOS) continues its support of responsible fashion design with a dedicated award. Since 2012 Mercedes-Benz has been a partner of Festival d’Hyères, supporting the next generation of international fashion talents.
By establishing its own Sustainability Prize, Mercedes-Benz shows commitment to the longstanding partnership with the festival. Furthermore, the brand is again sponsoring the Mercedes-Benz Shortlisted Showroom. In this exclusive space, the 10 fashion finalists present their collections to the festival guests. This edition’s space was designed by former Toulon Design Parade finalist Rikkert Paauw, whose work explores the possibilities of waste and natural materials.
The winner of this year’s Mercedes-Benz award was selected by a jury of globally recognized fashion experts headed by Glenn Martens, Creative director, Y/Project and Christa Bösch & Cosima Gadient Fashion designer Ottolinger, as well as former Grand Prix of Jury Première Vision Ifeanyi Okwuadi, for his ability to best incorporate learnings from the Sustainability Mentorship by Mercedes-Benz and Fashion Open Studio. The prize, which includes a 20,000 Euro grant, reflects the brand’s engagement for a more responsible future in fashion. Mercedes-Benz will also transfer the festival guests with a shuttle fleet of electric and plug-in hybrid cars as the festival’s official automotive partner.
“Our brand is globally engaged in fashion for nearly 30 years and we are very happy to continue the support of international talent also this year as a long-standing partner of the Festival d’Hyères. We cordially congratulate Valentin Lessner for winning our Mercedes-Benz Sustainability Prize 2022 and recognize his for a responsible fashion design”, said Julia Hofmann, Head of Branded Entertainment & Brand Partnerships Mercedes-Benz AG. “By featuring the Mercedes-Benz VISION EQXX as our most up-to-date ambassador for sustainable innovation in our Festival d’Hyères campaign, we would like to raise more awareness for a responsible lifestyle.”
“The vote for the Mercedes-Benz Sustainability Prize 2022 winner was unanimous as Valentin Lessner was able to translate sustainability with a contemporary, ready to wear approach”, says the Festival d’Hyères Fashion Jury on their decision.
The campaign featuring the Mercedes-Benz VISION EQXX
In an editorial shoot captured in a London-based studio, the rich fashion, art and cultural ties of Festival d’Hyères were displayed through looks selected by each designer competing for the Mercedes-Benz Sustainability Prize, following their mentorship journey. The looks were captured on poet, activist and model Kai Isaiah Jamal and sustainability advocate, writer and model Nassia Matsa.
The record-breaking electric research vehicleMercedes-Benz VISION EQXX is the campaign’s hero car. The most efficient Mercedes is a vision of the future that embodies technology and sustainability with design, creating desire for the next level of luxury that combines beauty with efficiency. The set design expands upon this story, featuring bold colours from the Hyères landscape plus abstract oversized props of bamboo and cactai, nodding to the innovative materials featured in the vehicle design, such as vegan leather interiors and fabrications made from bamboo, cactus and mushroom. More information on the VISION EQXX can be found here. The campaign shoot was captured byJenny Brough, the set design was created by Sean Thomson and the styling by Gary David Moore.
Sustainability Mentorship by Mercedes-Benz and Fashion Open Studio
Fashion Open Studio is an initiative by non-profit global movement Fashion Revolution and a partner of Mercedes-Benz since 2020. Both partners set up a mentoring programme for the Festival d’Hyères fashion finalists that took place in March and June 2022. Across these mentoring sessions that have a new focus every year, the finalists were guided through the overarching practice of sustainability in fashion and its most cutting-edge developments. Accompanied by in-depth Q&A sessions and presentations, the designers received valuable feedback during these workshop sessions on their various approaches and innovations in the field.
Mercedes-Benz Global Fashion Engagement
Since 1995, Mercedes-Benz has established itself worldwide as a major player in the fashion industry, building authentic relationships within the fashion community through its commitment to emerging designer initiatives, innovative collaborations, fashion week partnerships and events. The brand is currently active around the world, including the Mercedes-Benz Fashion Weeks Mexico, Madrid, Tbilisi and also the acclaimed International Festival of Fashion, Photography and Accessories in Hyères.
A responsible future in fashion
Mercedes-Benz proactively works to future-proof the responsible growth of its fashion partnerships; highlighting best practices and aligning with creatives that reflect and champion values such as outstanding and responsible design, creativity, and innovation. The brand remains dedicated to supporting the next generation of talent; through its Mercedes-Benz Fashion Talents programme, Mercedes-Benz has supported nearly 170 designers in over 40 platforms globally, including Milan, London, New York, Beijing, Sydney, Prague, Istanbul, Berlin and Accra.
Festival d’Hyères
The acclaimed International Festival of Fashion, Photography and Accessories in Hyères is founded and directed by Jean-Pierre Blanc and chaired by Pascale Mussard. Since 1986, the festival has promoted and supported young international fashion design, since 1997 a competition has also existed for emerging photographers and this year, since 2016, a competition will also recognise young fashion accessory designers. As the Festival is acknowledged as the oldest fashion competition aimed at young professionals. Several prizes are awarded to the competing designers thanks to grants provided by the festival’s partners who commit, together with the festival, to provide long term support. Practical assistance is provided right from the selection stage as well as during a period of two years in various different domains: financing, production, workmanship, materials, publishing, legal, media, exhibitions, workshops and residencies.
Fashion Open Studio
Launched in 2017, Fashion Open Studio – a Fashion Revolution initiative – promotes responsibility and transparency in the fashion industry. It was created to celebrate best practice and innovation led by a carefully chosen selection of fashion and textile designers, biotech start-ups, services and retail disruptors. Fashion Open Studio supports a generation of designers who want to showcase their work in a space where conversations about supply chains, waste reduction, overproduction and materials, as well as a more respectful approach to the artisans, craftspeople and garment makers who make our clothes are taken seriously. The designers are selected for their commitment to a clearly defined criteria of responsible design and systemic innovation. Designers share best practice in a transparent and open manner, in a way that offers access and stimulates discussion and questions.
