Hyères Festival, Step 3


As part of the 34th Festival of Fashion, Photography and Fashion Accessories in Hyères, American Vintage is creating an ephemeral space dedicated to vegetable dyeing with the French manufacturer WHOLE.

During the 34th International Festival of Fashion, Photography and Fashion Accessories in Hyères, American Vintage and French manufacturer Whole unveil a space devoted to vegetable dyeing.
A partner of the festival since 2017, American Vintage celebrates emerging photography talents with its American Vintage Photography Award. In previous years, winners Luis Alberto Rodriguez (2017) and Sarah Mei Herman (2018) exhibited their photos in a brand store and received a cash prize of 15,000 euros.

Must read : American Vintage in Hyères 2018

Workshop series

In 2019, in parallel to its Award, American Vintage continues to proudly support creative and committed initiatives by conducting a series of workshops based on vegetable dyes. Guided by French manufacturer Whole, festivalgoers can discover and make their own artisanal, natural and lasting dyes and use them on American Vintage cotton pieces. In blue, with indigo extract from a plant lled with coloring pigments, or in pink, with a preparation made from avocado skin, the brand’s iconic T-shirt and tank top take on an eco-friendly, do-good and playful aura. A tribute to the Marseille brand’s passion for developing unique and vibrant colors since its creation in 2005.

Limited edition

To extend the experience of this vegetal space beyond these walls, a series of tank tops and T-shirts dyed by Whole in pink, the distinctive color of the Villa Noailles living room, will be available in a very limited edition. The pieces will be sold as of April 22 at the Villa Noailles, in a selection of American Vintage points of sale and in the brand’s e-shop.

American Vintage space
April 26-28, 2019, Château Saint-Pierre, Hyères, France