In the last 10 years, Chanel has significantly bolstered its presence as the main partner of the international Hyères Festival in France, endorsing various prizes in its fashion, photography, and accessories competitions.
Villa Noailles, a modernist mansion atop a hill overlooking Hyères, serves as the festival’s annual venue. Built in 1923 by architect Robert Mallet-Stevens for philanthropists Charles and Marie-Laure de Noailles, this historic mansion has a rich artistic legacy, hosting luminaries such as Man Ray, Picasso, Giacometti, Cocteau, Dalí, and Buñuel. This year marked Chanel’s prominent sponsorship of the centenary celebrations at Villa Noailles.
Chanel’s affiliation with Villa Noailles goes beyond sponsorship, with a profound historical connection, particularly through Marie-Laure de Noailles, a patron who once adorned herself in Chanel creations. The house’s creative director, Virginie Viard, even drew inspiration from Villa Noailles and its hanging gardens for Chanel’s Spring/Summer 2024 collection, which made its debut at Paris Fashion Week.
This year’s Hyères Festival saw Chanel’s extensive participation, further underlining the luxury brand’s support. Chanel played a pivotal role in the centenary celebrations, including an exhibition showcasing Marie-Laure de Noailles’s wardrobe. Chanel meticulously reimagined three of her dresses by delving into its archives.
While Chanel is a major contributor, the Hyères Festival enjoys support from several corporate partners, including Première Vision, Mercedes-Benz, Hermès, American Vintage, LVMH, Kering, and more. Collectively, these partnerships contribute 40% of the festival’s budget, with the remaining 60% funded by public institutions.
Since 2014, Chanel has been the festival’s primary sponsor, and it has consistently expanded its involvement over the years. Chanel sponsors two notable fashion prizes—the 19M Métiers d’art prize and the Atelier des Matières prize—each encouraging craftsmanship excellence and creative innovation.
Chanel has integrated the festival’s winners into its extensive network, offering collaboration projects worth €20,000 and access to its artisan houses. Additionally, Chanel presents the main prizes in all three competition categories and has initiated several bespoke awards, including the 7L Photography Jury Grand Prix, which entails the creation of a book published by Éditions 7L, the bookshop established by Karl Lagerfeld.
Chanel’s substantial contribution to the Hyères Festival has received widespread acclaim, although the brand’s increasing prominence does raise concerns about potential withdrawal by other luxury industry players. The organizers have always aimed for diversity and inclusivity, underlining the multi-faceted nature of the event while acknowledging Chanel’s significant role in elevating Villa Noailles’s stature.