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Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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Interviews -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
 

 
-----.INTERVIEW WITH Armand Hadida
Tranoï´s Artistic Director

INTRODUCTION

Four times a year, during Paris Fashion Week, Tranoï takes place in its prestigious locations and puts creativity and business together. More
than a commercial gathering, Tranoï – which literally means “between us” – is an artistic platform with a stern selection of international premium designers, created for them to meet the most influential fashion ambassadors.

Organizing fashion tradeshows Tranoï also puts together artistic installations, designers exhibitions, catwalk shows, parties and all sorts
of events which arouse the dreams and desires inherent to fashion.

TRANOÏ
HISTORY

The Tranoï tradeshow was founded in 1993 with the purpose to deliver premium brands and designers an adequate platform. Since
2003, when Michael Hadida was announced the new General Manager of the show, Tranoï experienced a big step forward in its development
thanks to the extensive industry knowledge and professional network brought in by its new management.


What was in 2003 still a pure women’s event with one venue and 65 exhibitors extended quickly into what it is today: a not to be missed
date within the Paris Fashion Week calendar, including two shows for women and since 2007 two shows for men per year. In 2011 more than
1000 designers presented their collections in our three exclusive venues all over Paris. Known for hosting special events, installations
and catwalk shows for famous names like Dries van Noten, Bernhard Willhelm, Quasimi, Petar Petrov, Rick Owens, Acne and more, Tranoï
is today THE event to follow for international designers, buyers, fashion press and the fashion interested public.


With 30.000 visitors yearly and constantly growing exhibitor numbers on a surface of now 12.000m2 we were able to achieve 16% growth and an increase of 25% in revenue within the last year. We are proud to say that Tranoï is considered today as “the most influential fashion trade show in the world". (as stated by The Korea Herald).


You have been in the business during the last 32 years but what is the most important fact you highlight during that period?
Discovering Martin Margiela was a fact that totally opened my eyes on the new area of fashion. There was a collision between two worlds, the rupture of the conventional vision of fashion. I understood the way to success was to be apart, remain different. It seemed like a trick, but the artist was just straightforward in the way he presented his collections.

Where do the idea of Tranoï comes from?
It was a challenge, taking over something that already had power. The pursuit is always the same, through stores or a fashion fair the idea is to be different.

What do involves being the artistic director of Tranoï?
The will to keep a constructive and powerful relation between buyers and exhibitors, and always keep aware not to fall into casual, commercial products. We do a sharp selection of the artists we represent.

What is your intention to have the Tranoï artistic platform?
Being the DNA of the fair, being responsible for it's power and pushing new talents to the success they deserve.

What do you consider is the difference between Tranoï and any other fashion tradeshow?
The difference with the others is that, as I said, we have a permanent selection of the people who can participate to Tranoï. it's a young talent representation, artists that have a vision above today's trend, and they avoid falling into fast fashion, street wear, anything that could make them common.

Tranoï is considered todays as one of the most influential fashion tradeshow in the world, but what do you think is the most important achieve you have reached?
Not making a big fair with many exhibitors and a big area. We prefer to have a sharp list, of people we trust to be good, but also a faithful list of buyers that trust us for our passion and our singularity.

What is the most important thing you consider by the time you face a designer´s portfolio?
I like to see integrity through his talent, I want to see his soul through his work.I don't automatically have to be seduced by complexe collections but just a good idea, a powerful product.

What would you say which will be the name to mention in todays contemporary fashion world?
Any young designers that are lucky to have a close relation with powerful insitutions, that will make them famous. When they reach that trust, you can only think they are tomorow's fashion.
They deserve help for communication, have the most of recognition for their creative fiber.

What kind of relationship exists between Tranoï and the legendary concept-store l'Eclaireur, if there is one?
Same artistic direction, it's one side to the other, of the quiet river of fashion... Same vision, same rigour.

What do you have in mind to keep Tranoï fashion tradeshow contemporary? What will be next for Innovation?
We want to give to everyone who's participating more confort, more services, more visibility to make sure they have a good season. We will make it more cosy, in order to reinforce the relation between the people we host.

What is your most valuable principle?
Re-assessment, self-questioning. Everything still has to be done.

Could you explain what is "Preview" and what are the criteria selection of the designers which are presented?
An advanced calendar to give a better rythm to deliveries. It will lighten everyone's budget, give power to woman's fashion so it stays in the spotlight, and will stop fashion being late and give confort to everyone.




 

 

TRANOÏ
DESIGNERS

 

High-end designers from all directions of fashion make up the heart of our business. Our network consists of more than 1000 hand-picked creatives who attended our shows.


A stern selection of brands from all over the world makes our show what it is: a valuable source of truely different, international creativity, high quality and outstanding talent.


We offer our designers the possibility to get into contact with the most important buyers worldwide who come to visit us every season again because they know they can rely on an exclusive selection




 

 

 

 

 

------------------- More Info:

TRANOÏ
29 BIS RUE DES FRANCS BOURGEOIS
75004 PARIS

TEL : 33 1 53 01 84 96
FAX 01 42 71 07 03
INFO@TRANOI.COM
WWW.TRANOI.COM

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