Maryline Bellieud Vigouroux in charge of PR and Sponsorship at the MMMM, and the MMMM's President Matthieu Gamet talk about how the Itinéraire Mode project started. A success story which celebrates its 10th anniversary this year, bringing together 98 boutiques and 75 young fashion designers in an original shopping idea and experience in Marseilles and Aix-en-Provence, from 12 October to 31 December 2016.
« How did it all start ten years ago? At that time it was very difficult for young labels in the region to get retail points-of sale in Marseilles and Aix-en-Provence, even though they had distribution agreements for other places. Itinéraire Mode reversed that trend by proposing to multi-brand boutiques to discover the talent of young designers as part of the selection of fashion goods they already had on offer. It is a dynamic collaboration where we play our role as a Fashion incubator, establishing a dialogue between the public and the creation of fashion, which is one of the missions of the Maison Méditerranéenne des Métiers de la Mode (MMMM) », stresses Maryline Bellieud-Vigouroux, Head of PR and Sponsorship at the MMMM. She is delighted by the enthusiasm for the tenth edition, with participation increasing by 70% compared with 2015. Matthieu Gamet, the President of the MMMM, has the same enthusiasm for the project and would like to see even more collaboration by each year proposing « collab » products, being the fruit of a collaboration between a boutique and a designer. «The aim is also to get the other, more established, labels and brands to pass on their skills and know-how to the up-and-coming new generation. » The results have been positive for Itinéraire Mode. Mission accomplished, with the support of various actors in the territory, and by associating the Masters 1 Students in Fashion and Textile Metiers at the Aix-Marseille University (AMU) in the framework of a tutored project.