"More than a Riviera Fashion, it's a chic, couture new look to accompany an art of living punctuated by the social and cultural life that fascinates the West Coast of the United States."
In the 1950s, the South of France was a hotbed of creativity in clothing, driven by labels such as Tiktiner, Delapierre, Viterbo,...
For more than 40 years, these houses were at the heart of a thriving local economy. More than a Riviera Fashion, it was a new chic and couture look to accompany an art of living punctuated by the social and cultural life that fascinated the West Coast of the United States. The azure silhouette was featured on the cover of LIFE and in the windows of Saks and Bergdorf & Goodman.
Pin-up girls, budding stars and vacationing princesses... Riviera fashion becomes the fashion of the Côte d'Azur. In 2004, it was the subject of a retrospective at the Musée de la Mode in Marseille, curated by Sylvie Richoux-Bérard. The creative effervescence of the South of France is supported by the Maison Mode Méditerranée (MMM), which establishes a continuity linked to the Beach wear industry based in our region. Since 2010, the OpenMyMed Prize competition has strengthened and identified an even broader stylistic trend, involving 21 countries on the southern shores of the Mediterranean.
