After having walked the benches of Studio Berçot in Paris, Yacine Aouadi was hired as stylist at Balmain before founding his own Haute Couture House: AOUADI Paris. In 2016, he was the first guest of honor of the OpenMyMed Festival, for which he presented his first collection entitled "13’015", his hometown : Marseille.

For the very first edition of the OpenMyMed Festival, which reveals the new generation of fashion designers, it gives Carte Blanche to Yacine Aouadi, a couturier born in Marseille and founder of AOUADI Paris. Guest of honor in 2016, he expressed his creative universe and his vision of Marseille, a Mediterranean intercultural mosaic, through a double exhibition at Mucem and Château Borély, before a come back at the occasion of the 2019 OpenMyMed Festival, but this time as a curator.

Born in 1980, in the northern districts of Marseille, he is the youngest of an Algerian family of five, he left the family home at age 25 to join the benches of the Studio Berçot fashion design school. At the end of his studies, he was recruited as a stylist by Maison Balmain. Driven by the desire to express himself other than through a creative studio, he founded his eponymous Haute Couture House in 2015. From his first collection presented at the Grand Palais in Paris, Yacine is invited to be part of the official Haute Couture Parisian calendar, and his creations immediately seduce international actresses like Cate Blanchett or Kirsten Dunst.

Two majestic settings, the Mucem and the Museum of Decorative Arts and Fashion, take us on a stylistic journey around Yacine Aouadi's first collection entitled "13'015", an emblematic collection which he named after his original neighborhood in the heart of the Phocaean City.

A first collection also marked by superstitions around the number 13, both lucky and original symbol. Urban locker room with Victorian accents, composed of 13 silhouettes at the crossroads between tailor-made and blurred couture. The hand-embroidered tattoos are here personified by borrowing several of Yacine Aouadi's own body ornaments.

The ornamentation of this proposal, mainly tone on tone, tribute to the work of the French artist Pierre Soulages and to his "black-light". Finally, the neon-colored zippers electrify the silhouettes to compete with the jewelry buttons in Swarovski crystals, as an allegory of modernism and classicism.

"This first collection was a birth literally and figuratively, after nine months of conception and named as an anagram figured between the number 13, lucky charm and the abbreviation of 2015 ('015), the year where it all started, to come and dial my native postal code: 13015, from the northern districts of Marseille." Yacine Aouadi


For his exhibition at Mucem, the designer selected 8 pieces from his "13'015" collection which lead him to join the Official Haute Couture Calendar in Paris.
The purpose of this first part is to introduce visitors to the culture of Haute Couture and to redefine its differences with luxury ready-to-wear around which a lexical amalgam lingers in the collective unconscious. Presented in the Place du Dépôt exhibition space (Building G), the silhouettes are scripted in a hidden light setting, energized to be appreciated 360° and contextualized through as many video extracts that have inspired their achievements.

Reportage on "13'015" exhibition at Mucem ©Studio 540


At Château Borély, the 5 other silhouettes from the "13'015" collection are exhibited in the form of a stylized scenographic parallel between the AOUADI Paris creations and those from collections of masters, celebrating both the timelessness of a vision of fashion recontextualized in its modernity and the richness of the museum's archive background. 

Yacine carried out a styling work with archives drawn from the Fashion Museum and the MMM collection fund. Support by the Curator of the Museum of Decorative Arts & Fashion, he creates a dialogue between his collections and those of his masters, Christian Dior, Azzedine Alaïa, Gabrielle Chanel or even Paco Rabanne.

Preparation of "13'015" exhibition at Château Borély ©Studio 540


The MMM would like to thank Yacine Aouadi et Matthieu Pabiot, press office Karla Otto -  Julie FONTANA & Alexandra MANGIN, Jean-Luc BONHEME, and Villa Méditérranée team - Avitem, Catherine SENTIS, the Mucem, all the public and private partners, Claude Perrier, La Provence & Corse Matin, Aline Moreau, Benjamin CLEMENT, Upgrade 2000 Agency, Gas Bijoux - Olivier Gas, Louis Bompard and his team, Chérie FM - Béatrice Mari and her team, Végétalement Provence and the team (Vincent Faraco, Jean-Marc Delabre, Marijke Zijlstra Samb,...), Le Four des navettes, Pièce manquante, Publicité par l'image, COPEAM, Manex France, RTM, Galeries Lafayette, Not Just a Label, and the MMM team Pascale AKIKI, Coralie MARTINI, Sylvia Nicole SANCHEZ, Leila PELAGIC, Marie-Sophie PERROTTE, Florine PUGLIESI, Morgane DOS SANTOS et Sébastien DELENTE.


For OpenMyMed Festival 2016, the MMM produces a collector's edition to consult HERE
More photos of the OpenMyMed Festival 2016 HERE 

Video reportage on OpenMyMed Festival 2016

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