Rabanne partners with Art Basel to support a new generation of digital creatives

Last week at the Swiss contemporary art fair, Rabanne presented the first edition of its Rabanne Arts Factory concept, imagined in collaboration with the media Dazed. For the occasion, Julien Dossena, artistic director of the French fashion and perfume brand which belongs to the Catalan group Puig, took part in an exchange in Basel with Jefferson Hack, creative director and co-founder of Dazed. For the two creatives, the ambition is in particular to showcase digital artists and give them a global platform for expression.

“This initiative is linked to the roots of the brand. Paco Rabanne gave a place to new artists. In the 80s, he opened a place in the 10th arrondissement of Paris so that young hip-hop artists could dance, sing, find, says Julien Dossena. Previously, he had opened center 57 where many musical groups had performed. He really wanted to give a space to emerging cultures but also a showcase. He was happy to share what he had received. We were inspired by this to give space and support to new artists to express themselves.”

Thus, in a first step for this inaugural edition of the prize, six finalists were chosen. The Rabanne Arts Factory has joined forces with major international design schools such as Central Saint Martins in London, the Duperré school in Paris and the Istituto Marangoni in Florence, but also the community of creatives that revolves around Dazed Club.

For the brand, this connection with a new generation of creatives who evolve in digital worlds is part of a broader perspective. “It’s a reflection that dates back several years. A little over three years ago, we began to redefine the brand platform,” explains Vincent Thilloy, who has worked for more than 20 years at Rabanne, and who is the director of the brand’s activity We have great success with our products, but our desire is to create a house. That is to say, we have an expression of Rabanne in perfume, makeup, loan. -to wear and accessories, but that it must go beyond, connect to the origins And for Paco, the artistic aspect was essential, with an avant-garde and anti-bourgeois resonance. artists like Soto and Cesar and worked with metal, making 12 dresses… Despite this, he managed to set up a house. In this approach, there was a strong desire to share. want to share.”

Rabanne decided to promote the generation of creatives who use digital tools. Beyond the competition aspect, this prize therefore aims to bring together and highlight new talents. A way to identify and attract the creative stars of tomorrow?

“Innovation is a vocation when your name is Rabanne,” says the manager. “These are people who work on the image and there may be the possibility of creating content, exploring the possibilities on perfume, beauty or fashion. But we are not lacking in talent. We have a super talented creative generation. It’s very exciting and connecting with this digital culture enriches the vision, it brings new approaches. essential to discover these possibilities.”

In this idea of ​​creating a universe, an identity of Rabanne beyond its products, Vincent Thilloy explores the opportunities to develop the mentoring but also look at the possibilities of expanding Rabanne’s space towards music.

Until then, the Rabanne Arts Factory will celebrate its first winner who will be chosen from the Frenchwoman Lola Moniz, the Italian Lorenzo Risani, the American Alice Bucknell and the British Buse Simon, Elizabeth O’Brien and Lucy Ellis. He will be presented during the Art Basel Miami edition in early December, and will have the opportunity to present his work during the very popular Florida event.