HYERES - International Festival of Fashion

Ophelia
International Festival of Fashion & Photographie
 Sandra Backlund - Cuprum/Pigeonnier, villa Noailles. (ci-dessus)
As an extension to her current Spring/Summer 2011 collection, Sandra Backlund continues to explore copper. With a history of use that is at least 10 000 years old, copper is an important part of both our history and the future. It is one of the world's most useful natural resources ; 100% recyclable without any loss of quality, it is estimated that 80% of the copper ever mined is still in use today.
Sandra Backlund is a fashion designer and graduate of Beckman’s College of Design in Stockholm, Sweden. She graduated in 2004 and founded her own label the same year. In 2007 Sandra was the Grand Prix winner of the International Festival of Fashion and Photography at Hyères.
Mareunrol's - Tenants/Summer House, garden, villa Noailles. (personnages)
After winning two main awards – the Grand Prix L'Oreal Professionnel and the 1.2.3 prize at the 2009 Hyères festival - Mareunrol's returns to the villa Noailles this Spring with a new project: 'Tenants'. This time they are interested in miniatures. Instead of using real models, they will use puppets. The theme of the installation will be tenants, who are bored and casually spend their time in their houses, and due to the amount of time spent in it, they have started noticing different oddities, room distortions, annoying sounds, and other peculiarities. Told as a story, the installation shows a brief insight into the daily lives of these tenants. The installation communicates through costumes, scenography, sound, and light, forming a figurative composition which is combined with surreal fantasy, mystique, and a pinch of wit.
Daniel Sannwald - Galerie d'actualité, villa Noailles.
[…] The search of expression in the work of Daniel Sannwald goes beyond adjectives and aesthetic prejudices.
More than a photographer, he works as an image maker, using all kind of elements and techniques, accidents and contradictions. He creates, in a very sensitive way, fantasy postcards from everywhere.
Greetings from the uncertain Cosmos, from Ancient Egypt, amethyst caverns or Krypton, among others. The void of a photo studio, or capricious constructions works in Daniel’s personal narrative
as landscapes of a fairy tale. (...)

Erwin Blumenfeld - Squash, villa Noailles.
Creative experimentation began to flourish in the field of photography during the inter-war period and Erwin Blumenfeld was one of its pioneers. Born in 1897 in Berlin, he emigrated first to Holland, then to France in 1936. After participating in the Dada movement under the pseudonym of Jan Bloomfield, creating montages and collages (some of which, such as "Hitler's Mug", executed in 1933, remain iconic expressions of an early and visionary denunciation of Nazism), he began working for Vogue. In 1940, he was imprisoned in several concentration camps in France, but he managed to escape to the United States in 1941. Following his arrival in New York, he shared a studio with Martin Munkacsi, another European exile who was also a central figure in the transformation of fashion photography. His collaboration with Harper’s Bazaar, which had started in 1939, continued until 1944. He subsequently worked for Vogue until 1955. During these years, Blumenfeld shot more than one hundred covers. Thanks to his success in satisfying both artistic and editorial demands, he established himself as a key figure and leading exponent of fashion photography, at the time a fledgling industry. Although the discipline was still in its infancy, the magazine having only just abandoned fashion illustration, Blumenfeld transported the pages of the fashion press to a distant and unknown land, one that few photographers have ventured into since. Blumenfeld’s radically modern, highly creative vision propelled editorial output abruptly forwards in time. His work was so bold that present-day images often seem to lag behind in comparison; more than sixty years later, Erwin Blumenfeld is still ahead of the field.
Matthieu Lavanchy et Jonas Marguet - Sautoir, villa Noailles.
In the early part of the last century, when medicinal tourism was beginning to appear in the Alps, Dr Bach developed a series of flower remedies intended to treat emotional states. Negative feelings such as all-consuming, unwanted thoughts, the feeling of being overwhelmed, the fear of inadequacy or the inability to say no could be made positive by taking these subtle remedies. Bach claimed that he only had to hold a flower or taste a petal to know intuitively its ‘personality’ and its therapeutic qualities.
Inspired by the myth of the ‘solitary scientist’ and a certain concept of wellbeing, Matthieu Lavanchy and Jonas Marguet present a humorous, whimsical, candid narrative on the subject of man’s relationship with his aliments.
 © Chavanitas