Pull&Bear is entering the world of fashion photography with a new international prize created in partnership with the Festival de Hyères, one of Europe’s most important platforms for emerging talent.
The Prix de la Photographie de Mode Pull&Bear will debut at the 41st edition of the Festival of Fashion, Photography and Accessories–Hyères, taking place from October 15 to 18 at Villa Noailles in the south of France. Designed by modernist architect Robert Mallet-Stevens, the villa has long provided a distinctive setting for the discovery of new voices across fashion, photography and design.
Founded in 1986, the Festival de Hyères has played an important role in the early careers of designers including Viktor & Rolf, Anthony Vaccarello and Julien Dossena. Its photography competition, introduced in 1997, has since developed into a significant space for artists working at the intersection of image, fashion and contemporary culture.
The first recipient of the Pull&Bear prize will be announced on October 17 and will receive €20,000 — matching the value of the festival’s existing Grand Prix du Jury Photographie 7L. But the award extends beyond financial support. The winning photographer will be commissioned to create a campaign or photographic project for Pull&Bear, with their work presented across the brand’s digital platforms and flagship stores.
The collaboration will also continue through a capsule T-shirt collection created under the label’s Pull&Bear × The Photographer Project, followed by a dedicated fanzine and a solo exhibition at Villa Noailles during the 2027 edition of the festival.
The initiative arrives at a moment when fashion photography is negotiating its place within an increasingly accelerated visual culture, where the still image competes with the immediacy of short-form video. Pull&Bear describes the prize as an effort to support artists who move beyond the established vocabulary of fashion photography and approach the medium from less predictable directions.
Ten finalists from countries including China, Switzerland, Japan, Italy and France will compete for the inaugural award. Among them are Xue Ling Chen, Zacharie Lewertoff and Valeria Sarto. The jury will be chaired by French photographer Camille Vivier and will include Sylvie Lécallier, head of the photography collection at the Palais Galliera, as well as Noémie Ninot, winner of last year’s Grand Prix du Jury Photographie 7L.
The new prize places Pull&Bear within a broader network of cultural partnerships surrounding the Festival de Hyères, alongside established supporters such as 7L and American Vintage, which also funds its own photography award.
For Pull&Bear, the initiative marks a move beyond the traditional relationship between fashion and image-making. By entering one of the industry’s most respected talent ecosystems, the retailer is placing its name alongside a new generation of photographers whose work may ultimately reshape the way fashion is seen, constructed and remembered.
