The year 2023 marks the centenary of the start of the Villa Noailles’ construction, designed by architect Robert Mallet-Stevens for the patron couple Charles and Marie-Laure de Noailles. This legendary residence, a masterpiece of modern architecture located up in the hills of Hyères in the south of France, was awarded the “contemporary art centre of national interest” label in 2017. Today it is associated with an internationally renowned cultural programme, including the International Festival of Design – Design Parade Hyères and the International Festival of Interior Design – Design Parade Toulon in June and the International Festival of Fashion, Photography and Accessories – Hyères in October.
CHANEL and the Villa Noailles have a long-standing relationship, initiated by Gabrielle Chanel in the first half of the last century. Close to the avant-garde, the couturière and the couple moved in the same artistic circles. Charles and Marie-Laure supported numerous avant-garde artists from all disciplines. Like Gabrielle Chanel, they were friends with Pablo Picasso, Alberto Giacometti, Jean Cocteau and Man Ray, and Marie-Laure de Noailles regularly wore Gabrielle Chanel’s Haute Couture creations. Inspired by the avant-garde architecture of the Villa Noailles, Karl Lagerfeld took a series of photographs of the building in the summer of 1995.
CHANEL as the Major Patron of The Villa Noailles and the Festival
In 2010, CHANEL sealed these links by becoming the main patron of the permanent Charles et Marie- Laure de Noailles, une vie de mécènes exhibition at the Villa Noailles, the first exhibition devoted to the couple and their patronage from 1923 to 1970.
In 2014, strengthened by its links with the Villa Noailles and its ongoing commitment to creativity and the avant-garde, CHANEL became a Grand Partner of the International Festival of Fashion, Photography and Accessories – Hyères. Established in 1985, this annual event celebrates and rewards young fashion designers. In 2015, CHANEL was guest of honour at the 30th edition of the festival: Karl Lagerfeld as Artistic Director and Virginie Viard, then Director of the CHANEL Creation Studio (now Artistic Director of the Fashion Collections), chaired the festival’s fashion jury.
Since then, CHANEL has been rewarding the winners of the Fashion and Accessories competitions every year. The winners of the Grand Prix of the Jury Première Vision and the Grand Prix of the Accessories Jury, each receive a grant of 20,000 euros for the creation of a new design project with the Métiers d’art of their choice, that is then unveiled the following year. As part of this partnership, CHANEL is also the official partner of the make-up booth at the festival’s runway shows.
Since 2019, the le19M Métiers d’art Prize has rewarded the best collaboration between the ten finalists of the Fashion Prize and the fashion Métiers d’art. The name of this prize echoes le19M, which became a Grand Partner of the festival alongside CHANEL in 2020. Located at Porte d’Aubervilliers in Paris, this new site, designed by CHANEL, brings together eleven maisons d’art and la Galerie du 19M, promoting the fashion and decoration Métiers d’art to the general public. Nearly six hundred artisans and experts serve the creativity of French and international brands, large groups and independent clients, and the younger generation of designers. The winner of this prize receives a grant of 20,000 euros to make a new creative project with the Maisons d’art of his or her choice, to be unveiled at the festival’s next edition.
The 38th International Festival of Fashion, Photography and Accessories – Hyères will occur from 12th to 15th October 2023.
2023: a Strong Commitment from CHANEL
Today, CHANEL is further strengthening its commitment by becoming a major sponsor of the Villa Noailles’ centenary. On Thursday, 30th March 2023, the launch of this anniversary was celebrated at the villa, in Hyères, with the inauguration of the exhibition “Le Clos Saint Bernard, dit villa Noailles 1923 – 2023”. It continued at the Librairie 7L, in Paris, with the presentation of an extract from the musical creation “Ressusciter la Rose”, in the presence of Bruno Pavlovsky, President of CHANEL’s Fashion activities.
Based on an original idea by Jean-Pierre Blanc, in partnership with the Opéra Toulon Provence Méditerranée, this musical proposal by composer Vincent Huguet pays tribute to the life, work and memory of Marie-Laure and Charles de Noailles. Composed by Raphaël Lucas to a libretto by Simon Johannin, it features the singers Camélia Jordana and Malick Djoudi, with the participation of the Wonsembe. The costumes, specially created by the artist Jacques Merle, were embroidered by Montex under the artistic direction of Aska Yamashita.
Throughout the year, numerous events will be taking place both at the Villa Noailles and outside its walls, notably in June during the Hyères Design Parade and the Toulon Design Parade, and in October during the International Festival of Fashion, Photography and Accessories – Hyères. Among the highlights of the festival, the public will be able to attend the inauguration of a new exhibition dedicated to the wardrobe of Marie-Laure de Noailles, which will be held from 12th October 2023 to 14th January 2024, with the participation of CHANEL. These last two events supported by the House recall the original vocation of the Villa Noailles: to celebrate the avant-garde, and to encourage artistic encounters and dialogues between disciplines, giving rise to new collaborations.
CHANEL and le19M, Partners of Design Parade Toulon, International Festival of Interior Design
CHANEL and le19M have been partners of Design Parade Toulon, International Festival of Interior Design, since 2016, reaffirming their desire to support creation in all its forms and to contribute to the influence of decorative arts savoir-faire.
Created in 2019, the Visual Merchandising Prize awarded by CHANEL is accompanied by a grant of 20,000 euros. It allows the winner, chosen from among the ten finalists of the interior design competition, to collaborate with the decorative Métiers d’art. They are invited to design a window display echoing the Mediterranean theme with a motif, object or piece of furniture inspired by a silhouette from the CHANEL collections of their choice. Their creations are then exhibited at the Former Bishop’s Palace in Toulon.
Design Parade Toulon, the 7th international festival of interior design, will be take place from 22nd to 25th June 2023.
José Amorim
Information sourced by the author for luxuryactivist.com. All content is copyrighted with no reproduction rights available. Images are for illustration purposes only.
