Pull&Bear Launches a Fashion Photography Prize with the Hyères Festival
by Edu Garcia Llamas
Pull&Bear has announced the launch of its Fashion Photography Prize in collaboration with the 41st Hyères Festival – Fashion Photography Accessories, taking place from 15 to 18 October at Villa Noailles. The prize was created to discover and support a new generation of photographers who are expanding what fashion photography can be.
The winner will receive €20,000, undertake a photographic project for Pull&Bear, and present a solo exhibition at Villa Noailles during the next edition of the festival. The programme also includes the publication of a fanzine and an international campaign across the brand’s channels. The winner will be chosen by the jury and announced on 17 October during the official Hyères Festival awards ceremony.
The ten finalists for this first edition are Honglin Cai (China), Xueling Chen (China), Giulia Frigieri (Italy), Lorane Hochstatter (Switzerland), Yun Ki Ng (Hong Kong), Zacharie Lewertoff (Switzerland), Motoki Nakatani (Japan), Julien Rahmani (France), Sidonie Ronfard (France), and Valeria Sarto (Italy–United States). The selection reflects the geographical diversity of the award and the range of sensibilities in contemporary photography.
French photographer Camille Vivier chairs the jury, joined by Lili Doillon, editor of Librairie 7L, artistic director and graphic designer Laurent Fétis, Sylvie Lécallier, head of the photography collection at the Palais Galliera, Georg Rulfes, CEO and co-founder of Concrete Rep, and visual artist Noémie Ninot, winner of the 7L 2025 Grand Jury Prize for Photography. Their backgrounds cover photography, curating, publishing, design, and art direction, reflecting the interdisciplinary nature of contemporary imagery.
Since 1986, the Hyères Festival has established itself as one of the main platforms for discovering new creators, playing a decisive role in the careers of figures such as Viktor & Rolf, Anthony Vaccarello, and Viviane Sassen. The addition of the Pull&Bear Fashion Photography Prize marks a new collaboration between the brand and one of the most prestigious platforms in international fashion and photography. To launch the project, Pull&Bear gathered a select group of artists and cultural figures for a dinner at Villa Noailles and a guided tour of Les Rencontres d’Arles. The prize reinforces Pull&Bear’s commitment as a platform for cultural production, designed to promote new voices and encourage dialogue between disciplines and generations.
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