[2019] OPENMYMED: OPUS ON THE CREATION OF FASHION IN THE MEDITERRANEAN

On the occasion of the 10 years of its prestigious fashion competition, the MMM recalls 30 of its former laureates around an exhibition at Château Borély, for the 2019 OpenMyMed Festival.

Produce by the Maison Mode Méditerranée, the exhibition « OpenMyMed : Opus on the creation of fashion in the Mediterranean » for the 2019 Festival aims to present the creative diversity of the 30 OpenMyMed 2010-2018 laureates, representing 11 countries on the southern shore of the Mediterranean.

The Mediterranean has always been a meeting place between peoples, conducive to exchanges and all forms of creation. Fashion testifies to this reality: a first "Mediterranean trend" carried by emblematic masters such as Yves Saint-Laurent, Azzedine Alaïa, or Christian Lacroix, is expressed today through a new generation rich in all its diversities.

At the request of the MMM, Yacine Aouadi, first guest of honor of the OpenMyMed Festival takes the artistic direction of this exhibition with Matthieu Pabiot, stylist and President of AOUADI Paris, to stage what makes the singularity of our adventure started since many years. Upsetting the established codes of a classic museum display, they offer us here an unexpected and avant-garde scenography, between styling session and artist performance.

The exhibition also received the Sommet des deux rives label, awarded by the President of the French Republic, Emmanuel Macron and the Ministry of Europe and Foreign Affairs.



PART I : THE FASHION GALLERY

The Fashion Gallery takes us on a ghost ball where creations from the MMM and Château Borély collections swirl in a spirit of transmission; the children of the Mediterranean who became Grands Couturiers: Azzedine Alaïa born in the land of Jasmine or Yves Saint-Laurent inspired by the land of the distant sunset.

Azzedine Alaïa & Paco Rabanne


Christian Lacroix


PART II : THE POOL ROOM

The Billiard Room hosts a "Tower of Babel" bringing together the cosmopolitan creations of 30 laureates of the OpenMyMed Prize fashion competition, organized each year by the MMM since 2010. Coming from 11 countries in the Mediterranean, they symbolize a rather universalist eclecticism that a stylistic current, figurehead of a decentralized creativity.



PART III : CEREMONIAL HALL - CARTE BLANCHE AOUADI PARIS 

Inaugurated in 2016 by Yacine Aouadi, the principle of OpenMyMed Cartes Blanche, which once again puts the couturier in the spotlight, enabled, with JACQUEMUS and KOCHÉ, a series of fruitful dialogues between Mediterranean laureates and the best of contemporary creation. For the exhibition, the Château Borély's Ceremonial Hall is transformed into a surrealist disco temple - which could have been born under the brush of Dalì - where the giant ball with facets radiates seven silhouettes of the couturier Yacine Aouadi, converging towards infinity. The models with golden faces and hands play with the chameleon with their decor, to better emphasize the delicacy of their outfits: the precision of the cut, the mastery of the volumes, the nobility of the fabrics, the richness of the embroideries ... which distinguish Haute Sewing.

He also exhibits his pieces in the chapel, which features the bride surrounded by a constellation of golden disco balls, and in the bathroom where a black dress with beaded sleeves is displayed alongside the bathtub filled with Swarovski crystals.


PART IV : TRAVEL SOUVENIRS ROOM - CARTE BLANCHE JACQUEMUS 

By his choice of colors and shapes, sometimes daring proportions, Simon Porte Jacquemus offers us, from around twenty collections, a playful and poetic creative universe, echo of his native Provence and his culture. His clothes, with sculptural allures and marked identity, between portable reality and conceptual fashion, tell stories, his story. Self-taught, the child from the South "ridden" in Paris, obtained in 2015 the Special Jury Prize of the LVMH Prize and has won over many international stars today. In 2017, he succeeds Yacine Aouadi in the guest of honor chair of the OpenMyMed Festival, produced by MMM and delivers a true declaration of love in Marseille through his Fashion show "les Santons de Provence" and his double exhibition " Marseille je t’aime ”at Mucem and [mac], Museum of Contemporary Art where photographs and dance performances have opened a dialogue between the plastic arts, the body and his work.
Free, solar, Mediterranean, such is fashion, and women, according to JACQUEMUS.



PART V : LIBRARY - CARTE BLANCHE KOCHÉ 

Christelle Kocher is a free designer. Her only desire, to be able to offer his vision, without compromise. Between couture heritage, urban culture and contemporary art, her brand KOCHÉ looks like her.

Clothes, photos, fashion shows, the universes of Christelle Kocher, a graduate of Central Saint Martins in London, are cosmopolitan and contrasted. Between couture heritage, urban culture and contemporary art, the clothes it offers must be comfortable and portable, real projection and not fantasy of women. Mixing the codes of femininity and androgyny, she places particular emphasis on her signature embroidered dresses, specially designed in collaboration with the art houses Lesage, Montex and Lemarié, a subsidiary of the Chanel group, for which she is artistic director since 2010. Nominated in 2016 for the LVMH prize, Christelle is in 2018 the new guest of honor at the OpenMyMed Festival, produced by MMM. In new places, the JI, an industrial building on the edge of the Mediterranean, and rue de la République in premises awaiting renovation, she had offered a very personal Carte Blanche by giving voice to contemporary visual artists to create, like a vast workshop, a dialogue between very different disciplines.



PART VI : GRAPHIC ARTS OFFICE - MÉDITERRANÉITÉS

Mis en scène dans l’exposition du Château Borély (Salle de Billard), et réunis pour la première fois dans le cadre du Festival OpenMyMed 2019, les 30 lauréats du concours de la MMM sont mis à l’honneur autour d'une série mode représentent la création méditerranéenne dans toute sa vitalité et sa diversité. Une nouvelle génération de talents à suivre... 

Staged in the Château Borély exhibition (Pool Room), and brought together for the first time as part of the 2019 OpenMyMed Festival, the 30 laureates of the MMM fashion competition, are honored with a photo shoot representing Mediterranean creation in all its vitality and diversity. A new generation of talents to follow ...

Artistic Directors : Yacine Aouadi et Matthieu Pabiot.
Photographer : Greg Gex.
Make Up Artist : Stéphanie Pracht
Models : Dina Shalaby @IMG et Yann @ENJOYMODELAGENCY
Casting & Production : Alexandra Le Garrec et Stéphanie Deshais 


Photo shoot of the 30 2019 OpenMyMed Prize laureates exhibit at Château Borély


Look Eliran Nargassi - ISRAEL 


Look Sara Melki - LEBANON


Look David Catalàn - SPAIN


Look Hannah - ISRAEL



PART VII : ART DECO ROOM - 30 YEARS OF FASHION IN MARSEILLE 


Projected videos:

  • OPENMYMED x AOUDI Paris - Exhibition « 13’015 » at Mucem FW15 - July/August 2016 - ©studio 540
  • OPENMYMED x JACQUEMUS - « Marseille je t’aime » Fashion show « Les santons de provence » SS17 at Mucem ©architects Rudy Ricciotti et Roland Carta - 05/14/2017 - ©Premices Films
  • OPENMYMED x KOCHÉ - "Le Sud Bébé!" Fashion show Koché Cruise Marseille PS19 - 06/19/2018 on the Danielle Casanova - Artistic Director : Julien Lacroix - Music : Aamourocean - Film & edit : Ludovic Azémar - Dop : Bernard Jallet - Drone : Cédric Nusli - Cameramens : Rémy Barreyat, Florian Valmont, Léonard Berne, Cyril Meroni, Bernard Jallet, Ludovic Azémar
  • « Mode à Marseille – été 93 » - Director : Olivier Venturini
  • Fashion show at Friche Belle de Mai, 12/2/2004 - Artistic Director : Olivier Massart - ©Studio Lemon



Publications displayed:

« Marseille je t’aime » book of Simon Porte Jacquemus published for the 2017 OpenMyMed Festival produce by the MMM - Artistic directors : Simon Porte Jacquemus, with Philippe Chaumont & Agathe Zaerpour, executed by Marion Amadeo - Graphic design : Philippe Chaumont & Agathe Zaerpour - Print consultatn : Michele Abrigo - Edited by JACQUEMUS S.A.S



ACKNOWLEDGMENTS


The MMM would like to thank the Artistic Directors Yacine Aouadi & Matthieu Pabiot as well as the City of Marseille and all its museums for their support. The 30 2019 OpenMyMed Prize laureates, Simon Porte Jacquemus, Christelle Kocher, Jonathan Ros et Victoire Duigou, Xavier Rey, Marie-Josée Linou, Farid Aouadi, Neur_1, Fabienne Vandenbrouck (PAT VKX), Yasmine Amara, Karim Aouadi, Nacer Aghioul (Senso Diffusion), Georges Benhamou (Segetel and the team), Bilel Bouchoit (L’Atelier du Siècle), François Boukeroucha, Fabrice Cazenave, Jean-Paul Camargo, Sébastien Cortes, Luc Devouassoux, Laurence Donnay, Greg Gex, Greg Gennaro et Julian Johannes Olbrich, Baptiste Lequiniou, Sébastien Cortes, Nathalie De Napoli, Chantal Grauby, Gildas Laroche, Nadine Lopez, Nathalie de Napoli, Cécile Ramos, Aurore Tomasi (Swarovski), Stéphanie Deshais, Alexandra LeGarrec, Yragael (Enjoy Models), Anaïs Altot, Dorothée Henon, Marlène Gérard, Marie-Claire Magazine, Luc Clément and his team, Pascal Mourier. The MMM would like to thank also all its public and private partners : Chanel, LVMH group; McArthurGlen Group, Tajima Europe, Kaporal, American Vintage, Sessùn, Gas Bijoux, University Aix-Marseille, Chérie FM, Cofrad Mannequins and Clément Israël, the 2019 OpenMyMed Prize jury and the Maison Mode Méditerranée team : Coralie Martini, Henri-Abraham Soumah & Lucas Vales. 

Official photos of the exhibition taken by the photographer Baptiste Le Quiniou.


This exhibition celebrates 3 decades dedicated to the creation of Fashion in the Mediterranean, and on this occasion, the MMM is publishing a Collector's edition available HERE, as well as a teaser video of the events:

All the photos of the 2019 OpenMyMed Festival on our Facebook page:


Video reportage by France 24



MORE PHOTOS OF THE 2019 OPENMYMED EXHIBITION BELOW



  • A. GUERY - 2016 OpenMyMed Prize laureate - FRANCE

Fashion Design Ecole Supérieure des Arts Décoratifs, Institut Français de Mode (IFM), London College of Fashion



Major of promotion Fashion Design ESMOD, Tunis



  • ANISSA AIDA - 2018 OpenMyMed Prize laureate - TUNISIA

Parsons New School for Design of New York & Central Saint Martins London



Ecole de la Chambre Syndicale de la Couture Parisienne (Caroline), Sciences Politiques et Economie Internationale (Alexia)



Ecole d’Arts de Corella, Ecole Supérieure de Design de la Rioja, Espagne, Haut Institut d’art et de Design de Matosinhos, Portugal



  • ESPIGAS - 2016 OpenMyMed Prize laureate - FRANCE


  • HANNAH - 2017 OpenMyMed Prize laureate - ISRAEL

Shenkar College of Design 



BTS Cosmétologie



  • LA NOUVELLE - 2014 OpenMyMed Prize laureate - FRANCE

Financial & Marketing Strategy 



Ecole Supérieure de Mode de Paris (ESMOD)



  • LE FEUILLET - 2017 OpenMyMed Prize laureate - FRANCE

Entreprenariat et Mangement (Ylan), Gestion et Finance (Davy)



  • LEÏ1984 - 2016 OpenMyMed Prize laureate - FRANCE

Stylisme et Modélisme ICC Mode Marseille



Fashion Design Ecole des arts Visuels de la Cambre Bruxelles



Diplôme en Design Mode et Textile, école des Arts Appliqués de Castel Branco



Diplôme en Ingénierie et Design, Shenkar College



Design de Mode



BAC Pro Artisanat et Métiers d’art Marseille



  • OCCIDENTE2016 OpenMyMed Prize laureate - FRANCE

Design de Mode Fashion Institut of Technology New York, ESMOD Paris



  •   OKHTEIN2017 OpenMyMed Prize laureate - ÉGYPTE

Diplôme en Communication et Images médiatiques et en Marketing et communication, American University of Cairo

Dotation Tajima Europe, partenaire de la MMM



Université d’Urbino



  • PETJA ZOREC - 2017 OpenMyMed Prize laureate - SLOVENIA

Design et Photographie Ecole Oblikovna, Faculté de Sciences Naturelles et d’Ingénierie de Ljubljana, Design de Mode



Design Graphique Université de Beyrouth



  • SARA MELKI - 2016 OpenMyMed Prize laureate - LEBANON

Stylisme et mode Studio Berçot, Académie des Beaux Arts libanaise



  • SECOND ST - 2016 OpenMyMed Prize laureate - LEBANON

Parsons School New York



  • SENZOU - 2014 OpenMyMed Prize laureate - FRANCE



Central Saint Martins College of Art and Design et London College of Fashion, Londres



  • T.A.G.G. 2018 OpenMyMed Prize laureate - TURKEY

Gestion de Marques Université d’Etat de New York, Domus Academie de Milan



  • TRES - 2018 OpenMyMed Prize laureate - ISRAEL

Shenkar Fashion Design School Tel-Aviv



  • VAN PALMA - 2016 OpenMyMed Prize laureate - FRANCE

Master Management Média Kedge School, Marseille



  • ZYNE  2018 OpenMyMed Prize laureate - MOROCCO

Diplômées d’ESMOD Paris, Saint Martins Londres, Modapelle Milan pour Zineb et Ecole Internationale du Luxe Paris pour Laura



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