IN THE ROOM: Hospitality group Accor and the Fédération de la Haute Couture et de la Mode are building on their two-year old partnership with the launch of a new award.
The “New Crafts Awards” aims to support independent fashion brands through a competition that involves a creative brief from one of the hospitality group’s brands. A request for projects, with a brief of imagining an object for the hotel brand, is sent out to a group that includes designers in the Sphère showroom and other independent labels.
Dutch couturier Peet Dullaert, who is set to show his fall 2026 collection on July 9, is the first to receive the top gong with his proposals on the theme of “Crafting, Absolute & Vitalizing” for Swissôtel, which nets him the object design collaboration and a financial endowment.
Also highlighted this year as finalists are fellow couture designer Julie de Libran as well as menswear labels EgonLab and Kartik Research.
They will be associated with Accor and Swissôtel activities for 18 months, which can include activations such as inspiration talks, conferences and seminars for Accor employees and members of the group’s loyalty program. Access to their shows will be extended to loyal program members.
All four brands will also be able to use rooms and spaces within the Accor ecosystem free of charge.
Pascal Morand, executive president of the FHCM, said it was “quite naturally that a partnership took shape two years ago and has since developed” between the French fashion federation and Accor, calling the awards “the home of new collaborative experiences.”
“We are united by the values of culture, craftsmanship and creativity, and Paris Fashion Week, just like Accor, also embodies the virtues of French culture – its hospitality and openness to the world,” he continued.
“At Accor, we believe that hospitality is a bridge between cultures,” added Accor deputy chief executive officer Jean-Jacques Morin. “By supporting creation, heritage, and talent, we do more than just open our doors: we open perspectives.”
Describing hospitality as “caring for the world,” he said the group aims to “place culture at the heart of our vision of hospitality.”
