Sylvie Pourrat (WSN): “Première Classe continues to act as the international benchmark for design in the fashion accessories segment”

In the wake of the January shows put on by WSN Développement - which proved to be a hit - Première Classe, the event showcasing the largest number of accessory collections, will be part of the Paris Fashion Week from 3 to 6 March at the Jardin des Tuileries. Since its début in 1989, the show has been known for its unmatched line-up of designers of accessories, leather items, shoes, jewellery, but also ready-to-wear items with a focus on creativity, originality and style.

For this year’s edition, Première Classe is redefining the configuration of its range: in two tents instead of three (due to ongoing work in the Jardin des Tuileries), its range will combine, in a dynamic and novel manner, an exclusive selection of accessories and ready-to-wear items and in so doing, adopt a new approach to the customer path. The event will host nearly 400 brands: 30% French and 70% international, of which 26% will be newcomers.

Set design created by AI

“All of our events encourage positive interaction between brands which build bridges. This creates a virtuous circle between fashion and accessories. Creativity is the order of the day for the group we supervise”, explains Frédéric Maus, CEO of WSN Développement at FashionUnited.

Indeed, creativity and innovation will be more important than ever given that the campaign designed by Countach Studio was produced using AI (artificial intelligence) and the set design was reflected in these creations and orchestrated by the PAF collective. The idea is to create an unforgettable moment that will put the spotlight on the designers of tomorrow. “The graphic design will create an entire universe of colour and inspiration. We have taken an entirely different approach to set design to ensure that Premiere Classe is above all a state of mind”, he continues.

“Always held regardless of the circumstances, even during the Covid-19 pandemic, the show is highly frequented: we expect to welcome 15,000 visitors”, remarks Sylvie Pourrat, director of the fashion and accessories range of WSN Développement. “Japan ranks second in terms of number of visitors and number one when it comes to international visitors, followed closely by the Italians and Koreans," she explains. “Leading buyers from the biggest international concept stores attend Première Classe. They are the experts. They know exactly where they are going and most of them already know the brands” adds Frédéric Maus.

Which brands are taking part ?

“ At Première Classe, there is a familiar atmosphere, we are a community. Accessories change over time, but never lose their essence or creativity. This is always the place where the magic happens…“, explains Sylvie Pourrat.

Among the brands returning this year will be Mimi Berry, an English brand of bags and leather goods, Philippe Audibert, a designer of costume jewellery in Paris, Paraboot and Christophe Lhote, jewellery designer and finalist of the 32nd International Festival of Fashion and Photography in Hyères. In the same year, Christophe Lhote was also awarded the Grand Prix de la Création de la ville de Paris (Grand Prize for Design awarded by the City of Paris) in the Fashion/Talent category.

Among the brands exhibiting for the first time will be Beatriz Jardinha (jewellery), Iriarte Iriarte (leather items), Lou Chartres, finalist of the 36th Festival d'Hyères and who was present at the Festival d'Hyères in the October 2022 edition thanks to the show’s partnership with the festival - returning with his own stand - and Parasite eyewear, winner of the Silmo x Premiere Classe award.

Ready-to-wear items, which account for 15% of Premiere Classe's range, will feature Bobo Choses, The New Society, Latierra Alpaca and Barcelona-based Little Creative Factory, which will use the festival to launch its women's ready-to-wear brand. UCF Clothing, Adawas, Runaway Bicycle or the responsible clothing brand, The Loom, whose co-founder, Julia Faure, is also a member of the En Mode Climat collective, will also participate.

As for the showrooms, L'Adresse - a PR agency and showroom specialising in South-East Asian designers - will showcase the Indonesian brand, I know you know, and Adelaïde Showroom, Gémeaux, a Danish brand based in Copenhagen.

At “Brut Icon”, 8 brands from different sectors

In the "Brut Icon" space – where the goal is to showcase a wardrobe that brings together key players from fashion sectors, Premiere Classe will feature eight young brands spanning all categories: ready-to-wear, shoes, jewellery and leather items. These brands have different stories: for example, Evade House and Cherry Massia present at the Mercedes Fashion Week in Madrid have never taken part in an international show before; jewellery designer Julietta Alvarez also works with ceramics and crafts beautiful decorative items; the eco-responsible bag brand, Aszpak, or the ready-to-wear brand, Ruban Noir.

Genius Freak: an imaginary universe of biomorphic surrealism

And since fashion week is a time for all forms of inspiration, Good Sessions, dedicated to promoting contemporary European and avant-garde art to as many people as possible, will present Genius Freak, an exhibition of 30 works by 12 artists/designers. “The works and materials gathered will form an imaginary universe of biomorphic surrealism that is as intriguing as it is hypnotic, at times futuristic and ever-compelling," explain the organisers. “A different take on everyday objects”.

Where leading fashion partners convene

Premiere Classe, in partnership with the Hyères International Festival of Fashion, Photography and Accessories, is investing in young French and international design by hosting the fashion and accessories winners of the 37th edition: Jenny Hytönen, Grand Prix Premiere Vision (Premiere Vision grand prize) and prix du public (Audience award); Sini Saavala, Prix L'Atelier des Matières (L'Atelier des Matières award); Joshua Cannone, Grand Prix de l'accessoire (Accessories grand prize); Lola Mossino x Indra Eudaric with a joint project - Prix Hermès des accessoires de mode (Hermès prize for fashion accessories) and Public Prize and, as a special guest, Capucine Huguet, winner of the 36th edition of the Grand Prix de l'accessoire (Accessories grand prize).

For this year’s festival, Première Classe will host the winners of the 2022 edition of the Grands Prix de la Création de la Ville de Paris in the young designers' area: Coltesse winner, Grand Prix Mode 2022 (2022 fashion grand prize); Weinsanto winner, Talent Émergent Mode (2022 emerging talent fashion) and Aristide winner, Prix d'Accessoires de Mode 2022 (2022 fashion accessories prize).

Always in the premium not to mention luxury segment, Precious Room by Muriel Piaser, the showcase for upscale and fine jewellery, has become a regular and must-see at Première Classe. The space, which adopts the basic concept of a trunk show, will welcome five brands to its exhibition space: Dorothée Sausset, Onilium, Apples & Figs, Modidi et Rosa Maïtea.

This event will give Au-Delà du Cuir (ADC) the opportunity to present the brands it develops and celebrate its 10th anniversary.

The Cahu (a bag brand) x Le Mindu (hair artist) exhibition also warrants mention with an opening night in a Parisian club and closing night in the tents on Sunday. To take care of the gourmet breaks between each event, Première Classe has invited Quentin Le Chat, pastry chef at the Royal Monceau Hotel, ranked one of the best in Paris, to indulge the taste buds of guests with his latest creations.

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