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Montreux Moda: the not to miss annual fashion festival at the Swiss Riviera
Posted on 11/07/2017 by Eileen Schuch
In June, Montreux welcomed, for the third consecutive year, Montreux Moda, a festival of creativity. For three days, the Stravinski exhibition halls at 2M2C Music and Convention Center hosted the event that celebrates fashion, art and music like no other.
Over 3,200 visitors came to the Swiss Riviera to experience Montreux Moda, a platform that is unique in Switzerland. More than a fashion show, the festival offers activities for both the public and professionals. During daytime, the event allowed for professionals of different creative domains to meet their public via stands, workshops and animations. In the evening, fashion shows were held in between which guests could enjoy dance, music and cultural performances.
Through a total of 20 fashion shows, the public could discover trends, creations and emerging talents from Switzerland and beyond. This year, the spotlight was on Spain with two fashion houses of international acclaim: Custo Barcelona and Agatha Ruiz de la Prada.
In an interview she said: “We follow the work of Montreux Moda and the young designers the association presents closely. When we received the invitation, we could not miss this opportunity to support the artistic industry of Switzerland, a country where we love to spend time… We hope that other renowned stylists and brands will follow the example and come to support this beautiful event! It takes a lot of courage to launch such a challenge. The fashion industry needs young talents in order to be able to renew itself.”
Featuring emerging fashion designers and talents from associated domains is the main focus of Montreux Moda. Following this spirit, the prestigious Casting Agency My Agency Milano will start to represent two young models from the French-speaking Switzerland.
Another stage for fashion designers to showcase their creations and to present them to an international jury of industry professionals is ModaLab. This year’s winner of the ModaLab’Award is Caroline Audois from Neuchatel who will represent Switzerland at different Fashion Weeks. Runner-up is Olivia Boa from Fribourg with her innovative Boa Project. The third winner is Marion Design who will be present at the Manor Center Fashion Week in September.
Montreux Moda hosted many international guests of renown who support the event proactively and who share their expertise, provide professional insight, know-how and coaching to newcomers. Among them Belgica Suarez, fashion model and former Miss Universe Honduras, Maurizio Serena of Inseec Paris, Mauritius based make-up artist Cedric Lanappe, fashion journalist Andrea Bufo from Milan, Lorenzo Battaiola (My Agency Milano), Vogue Italy photographer Fabio Sanvito, actor and TV host Vincent Mc Doom, Swiss model, actress and television hostess Lolita Morena, French actress, comedian and screenwriter Armelle Lesniak and singer-songwriter Mélanie René, who represented Switzerland at the Eurovision Song Contest 2015.
Also present over the three days of the event: Albania Rosario, Founder and Creative Director of Uptown Fashion Week, a company that provides designers from Latin America an opportunity to showcase their talent during New York Fashion Week.
She explains her commitment for Montreux Moda as such: “I decided to support this event for the second consecutive year. I was invited in 2016 and must admit that I was very curious. There are real talents in Switzerland. The country is a melting pot of many cultures, which provides for a lot of originality. I think this association has merit. They started from nothing and decided to advance the fashion industry of a country that is mainly a consumer of its neighbors’ offerings. This year, I am inviting the winner of the contest to New York Fashion Week in February 2018 so that they can showcase their work overseas.”
Local artists provided musical entertainment throughout the event. Among them STEVANS, who accompanied the Men’s Fashion Show by Giovanni Lo Presti, Sophie De Quay & The WaveGuards and Mané. One highlight was the surprise performance by The Sugazz, a Lausanne based trio that participated in The Voice France 2017.
Bruno Berbères, a talent scout for the music industry and Casting Director for French TV, took advantage of the event to organize the castings for The Voice and the Voice Kids France. Alex Orlando, a dancer from Valais, who is known from his participation in various talent shows on TV and who recently joined a dance troupe in Rome, also came to Montreux to join the event.
“All the artists of this third edition of Montreux Moda have one point in common and that is Switzerland! Our Swissness? We are proud of it and we will continue to cultivate it!”, explains Giovanni Lo Presti, President of Association Montreux Moda.
Many brands are already partnering with the event, among them CÎROC, Moschino, Versace, Bernina, Miele and our client Cubanisto, and are thus supporting the association in its effort to help renown and emerging creative talents from Switzerland and beyond to more visibility. A forth edition is planned for 2018. More information will follow in due course on www.montreuxmoda.ch.
The reproduction of this content is prohibited by the copyright laws. Picture credit: Gabriel Lado, Jean Luc Auboeuf, Yves Cholet.