The Prize

OpenMyMed Prize

Discover our new 2017 laureates !

The new wave of Mediterranean fashion designers has responded overwhelmingly to the 7th edition of the OpenMyMed Prize 2017 competition created by the Maison Méditerranéenne des Métiers de la Mode (MMMM). It is also a success story for our partners who, each year, allow us to improve the endowment given to these young entrepreneurs, to better meet their requirements, needs and expectations.

156 candidates, from 19 countries, 40 pre-selected candidates and more than 15,000 votes!
You have voted in large numbers on our Facebook page, and we would like to thank you for participating, and your collective international mobilisation, with over 15,000 likes!
We would also like to give a big thank you to our e-jury of professionals from the Fashion World, including our guest of honour Simon Porte JACQUEMUS, to jointly choose the 20 laureates of the 7th edition of the OpenMyMed Prize.

In the press :

Les Echos Série Limitée
GQ (Portugal)
Le Fashion Post
Lulli Blog
Actualités du jour
Actu People
Massilia Mundi
- Portugal Fashion 


The Maison Méditerranéenne des Métiers de la Mode (MMMM) was founded in 1988; one of its goals is to reveal and support future Mediterranean fashion designers.

OpenMyMed Prize, created in 2010 provides targeted support for the 3 fundamental needs of young labels: Brand Strategy, Communication and Trade. 20 laureates (M MAJOR : Marseilles and its surrounding Region and MFP : Mediterranean countries) are selected by an international jury of fashion professionals and a vote by the General Public.

In 6 years OpenMyMed Prize has mentored 71 laureates with an international positioning. The support package for each laureate is estimated to €30k. 

This prize is part of OpenMyMed Festival, a showcase of the missions of the MMMM. The Festival’s guest of honour in 2017 will be the Fashion Designer JACQUEMUS.

The Maison Méditerranéenne des Métiers de la Mode (MMMM) launches the 7th edition of OpenMyMed Prize dedicated to young Mediterranean talents. The programme has adjusted the endowment to match the expectations of young fashion entrepreneurs by focusing on the essential positioning tool: « BRAND STRATEGY ».

In the press:

ELLE Croatie 
Aicep Portugal Global 
Dizajn Croatie 
Fashion Network
Marie-Claire Méditerranée
Chérie FM
FFI Portugal


1-  Brand Strategy

By Jayne Estève Curé, expert in marketing at the IFM (Institut Français de la Mode) and  ENSAD (École Nationale Supérieure des Arts Décoratifs), founder of Jayne Fashion Agency, Olivier Guillemin, creative director and President of the Comité Français de la Couleur & Olivier Védrine, architect-designer, creative coach at the École Camondo, co-founders of [o,o] Agency.

« Today’s ultra-competitive international Fashion market means that brands must have a coherent development strategy based on a strong creative identity and solid brand platform. This is a vital tool for building a successful business. Unfortunately, fashion designer brands don’t always have the resources to create a brand platform able to secure and support their growth. Our common experiences in the design sector as Artistic Directors, scenographers or as teachers in some of the most prestigious Fashion and Design schools enable us to measure the impact and importance of the OpenMyMed PrizeThis prize offers the laureates this essential brand platform tool to help structure their creative positioning and market positioning thanks to a 3-dimensional approach including marketing, brand image and color, retail and space ».

Preparatory online mentoring: February-May
Workshop: 6-10 June / Marseilles-Villa Méditerranée


Your profile on our website, section “The Laureates” (35,000 visitors/month)
Promotion on our different social networks @16K followers, a weekly newsletter sent to 4 500 professional contacts

The Press OfficeLes Nouvelles RP” relays OpenMyMed Prize news to the press

2 laureates selected by the photographer, Faustine Martin who offers a shooting
Date: March 2017
Laureates selected: Il Était un Fil & Les Candides Joaillerie Sauvage

A focus (silhouettes / packshots) on your brand in the bilingual OpenMyMed newspaper 54 pages and 30,000 copies distributed nationally from May to August 2017

3 laureates selected by Photomed to have a fashion shooting signed by major international fashion photographers and shown during the OpenMyMed X Photomed exhibition whose curator is the photographer and writer Guillaume de Sardes, winner of the Académie Française (French Academy) François-Mauriac Prize for young writers.
Photographers approached to participate: Giasco Bertoli, Henri Roy, Richard Dumas, Ola Rindal, Olivier Zahm...
Dates : 26 May-19 June / Marseilles - J1, Forecourt of the MuCEM and at La Friche de la Belle de Mai
Laureates selected : in progress

Shooting for a fashion spread for the 20 laureates in a magazine (to be confirmed)
The artistic director is currently choosing pieces from your collections. We will get back to with his selection
Dates : 7-9 June / Marseilles-Villa Méditerranée

Communication identity tools: a Video/interview of 1m30
Date: Shooting 9 June / Marseilles-Villa Méditerranée



A Master Class « International business development & Promotion Buyers process » delivered by Muriel Piaser - Global Fashion Developer & Referent Expert OpenMyMed Prize, for the 20 laureates
Date: 6 June / Marseilles - Villa Méditerranée

Workshop « Fashion Innovating » by Tajima (leader in its sector and a major player in the textile industry specialized in the manufacture of embroidery machine)
Date: 6 June / La Ciotat

Following this workshop, 3 laureates selected by Tajima will receive a grant of 1 000 euros each and will be invited to Milan to produce two embroidered pieces. One of which will be offered to the laureates

An OpenMyMed Prize booth at the Who’s Next fashion trade show (Paris): 10 laureates will be selected to show their collections in September 2017
Etienne CochetCEO of WSN Developpement, Who's Next-Première Classe-Paris sur Mode at the Jardin des Tuileries
"We are enthusiastic supporters of the missions of the Maison Méditerranéenne des Métiers de la Mode, including OpenMyMed Prize. Promoting and supporting the development of young fashion designers from Marseilles and the Euro-Mediterranean area makes an important contribution to the richness of our creative and multi faceted fashion industry, the Now Fashion."

An individual mentoring by Muriel Piaser for the laureates who will be participating to the Who’s Next (audit collectioning, price list, preparation look book and company profile, preparatory mentoring for promotion buyers from her network...)
Dates: June - September 2017

1 laureate selected by Muriel Piaser who offers a 6 months Mentoring in “International Business Development
« I’ll be honored to develop for one laureate OpenMyMed Prize a targeted local and international strategy, including  3 main points : "Global Sales Consulting" in fundamental aspect with collectioning, price listing, look book format & "Fashion Consulting" with my vision and my know-how to help to catch the latest trends of the international and French ready-to-wear market and also to target the strategic audiences to build their own tailored sales and distribution strategy & "Promotion buyers" to be in adequation with the needed market in term of buying process following the seasonal period ».
Dates: June-December 2017 / Skype Call & appointments 
Laureate selected : Susana Bettencourt

Be the next OpenMyMed laureate !
Apply for 2018


Have had at least two commercialised collections
English is obligatory: written, read and spoken)

- Category M MAJOR: You are domiciled in Marseilles or its surrounding Region. Apply here
- Category MFP: You are domiciled in: Albania, Algeria, Croatia, Cyprus, Egypt, France, Greece, Israel, Italy, Lebanon, Malta, Monaco, Montenegro, Morocco, Portugal, Slovenia, Spain, Tunisia, or Turkey. Apply here

Do not hesitate to contact


From 18 October to 30 November 2016: Submission of applications
December 2016: Review of the applications by the Jury and vote by the General Public
January 2017: Announcement of the 20 laureates
February-May 2017 « Brand Strategy » preparatory work online
06-10 June 2017: « Brand Strategy» MEET'IN and Workshop in Marseilles


Françoise Montenay
President of the Supervisory Board of Chanel S.A.S, President of CEW France (Cosmetic Executive Women), Ex-President of the Colbert Committee (the French association of luxury fashion houses and cultural institutions), Board Member of the MMMM

Bruno Pavlovsky
President of Fashion Activities at Chanel

« We have been actively participating in the Missionsof theMaison Méditerranéenne des Métiers de la Mode (MMMM) for several years,including OPENMYMED PRIZE which has multiple goals. These goals include revealing future Mediterranean fashion designers, sharingknowledge and skills, providing training with professionals and experts which this generation of entrepreneurs can relate to, and passing on the high standards required by our Metiers and Profession. The greater the proliferation of talent in the fashion industry, the better and more enriched it becomes. The MMMM contributes to this goal. »


Sidney Toledano 
Chief Executive Officer of Christian Dior Couture, Board Member of the MMMM

« Marseilles is a crossroads of cultures. Marseilles has always been open to the world. In fact it's in the city's DNA, since the time of Ancient Greece, to look towards the South and Africa. Whether you are Belgian of Italian, fashion functions best when it brings together and merges creations and different types of creativity. In our studios, all nationalities are represented. I would even say that having access to Fashion makes being part of a culture that much easier. »

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