TREND 1 : FOCUS ON
During the last session of the trade show held last March, the Tranoï team identified four young brands that are already predicted to shape the fashion of tomorrow.
Mathilde Hiron, creative experiments
Among the ten finalists at the Hyères festival two years ago, Mathilde Hiron stood out with her unique universe that blends artisanal crafts and personal experiments. Passionate about texture play, the young woman, who studied at Olivier de Serres and the École Duperré, mixes ceramics, weaving, sequins, beads, and shells, imagining creations as rich as they are abundant. Like this series of three monumental pieces, designed in collaboration with Première Vision, including a 1.6-meter bag named Hide because, like a vegetal adornment or an animal fleece, it covers the silhouette of the person wearing it. Woven and embroidered with archival elements from PV, these pieces were crafted using the tapestry technique, known as rug point, to play with volume. Creator of her own materials, Mathilde Hiron also plays with color, a key characteristic in her creative work. For the first time, she also ventured into ready-to-wear by creating a small collection of limited edition pieces, made from dead stock, and surprisingly minimalist, except for the flamboyant color. Something to collect as well as wear.
Alter, contemporary sobriety
For six collections, Alter has been weaving the story of its ready-to-wear, a mix of Y2K influence and tailoring spirit. Founded in 2018 by Pauline Ducruet, this brand gradually establishes its collections with materials from dead stocks signed by Nona Source, the LVMH end-of-stock fabric platform. Behind the name Alter is the red thread of subtly altering classic pieces of the everyday male and female wardrobe. All while offering a responsible alternative with this intelligent sourcing, and this notion of alter ego, thanks to these pieces that are mostly available in one size adaptable to all body types. A big novelty this season, the introduction of a bag available in a neoprene version, a nylon and vegan leather version, and a leather model. An evolution to follow abroad as Alter will accompany Tranoï to Japan next September.
Augusta, shoes designed to last
No Augusta behind this brand name derived from a first name, but two sisters: Christina and Paloma. Two very different profiles, one a civil engineer, the other a fashion buyer for Zara, and a single desire, to offer a brand of shoes as trendy as they are comfortable. Made from the best Italian and Spanish leathers in the factories of Alicante, a city known for its expertise in the field, these shoes are set to become must-haves.
Press Only, merch for everyone
Press Only was born from a really good idea: Based in Taiwan, the press agency The Breakfast Press had the habit of thanking its clients – hotel chains or fashion brands – with small personalized items, such as candles, hand cream tubes, or tote bags. Observing the positive reactions generated by these gifts, its founders decided to turn these goodies into a real brand. This is how Press Only was born. The best ideas are often the simplest and most obvious. Today, Press Only is available to everyone. And that's no joke."
