Accor and the Fédération de la Haute Couture et de la Mode launch the first edition of the "New Crafts Awards"

Accor, a world-leading hospitality group, and the Fédération de la Haute Couture et de la Mode (FHCM), the professional and event-based organization that brings together a hundred French and international design Houses selected for their creativity and unique savoir-faire, are launching the first edition of the “New Crafts Awards.” These awards recognize 4 designers from the Sphere program who responded to a creative brief from Swissôtel, one of the Group’s premium brands.

Based on the partnership between Accor and the FHCM, which was launched in 2024 and founded on values of excellence, innovation, and support for creation, these awards reflect the Group’s desire to make hospitality a vibrant space for culture by supporting emerging talents each year.

Indeed, as a world leader in hospitality present in over 110 countries, Accor interacts daily with a wide diversity of cultures and communities. The Group believes that hospitality is much more than welcoming; it connects, inspires, and elevates. Through its commitment to culture, heritage, and talent, the Group creates experiences that broaden perspectives and bring people together. The “New Crafts Awards” are a new illustration of this.

Several designers, whose brands showcase their collections during the Official Paris Fashion Week ^® and Haute Couture Week Calendars, applied by proposing an iconic object or artwork embodying Swissôtel’s founding values: Crafting, Absolute & Vitalizing. This Accor premium brand was indeed at the forefront of this first edition of the “New Crafts Awards.”

A first edition with an international focus

Peet Dullaert, a Dutch stylist, designer (Couture), and entrepreneur, won the first edition of the “New Crafts Awards.” His project, selected by a jury composed of experts from Accor & the FHCM, will lead to a collaboration around an object design that will be developed in the coming months for the Swissôtel brand. The designer will also receive a financial endowment to accelerate the development of his brand, as well as the opportunity to stay in the Group’s hotels.

Three finalist designers were also recognized: Egon Lab, French designers (menswear); Julie de Libran, French designer (Couture); & Kartik Research, Indian designer (menswear). Each will also have the opportunity to benefit from the Group’s services. For 18 months, the winner and the three finalists will also be associated with the activities of Accor and its Swissôtel brand. For example, privileged access to these designers’ brand fashion shows will be offered to members of the ALL Accor loyalty program.

Pascal Morand, Executive President of the Fédération de la Haute Couture et de la Mode, stated: “It is quite naturally that a partnership took shape two years ago and has since developed between the Fédération de la Haute Couture et de la Mode and Accor. We are united by the values of culture, craftsmanship and creativity, and Paris Fashion Week, just like Accor, also embodies the virtues of French culture — its hospitality and openness to the world. The future of our industries is imagined and woven together with the new generations of talents passionate about design and innovation. It is with great pleasure that we have jointly conceived the New Crafts Awards, which are the home of new collaborative experiences as promising as they are stimulating, and whose advent we are delighted to announce.”

Jean-Jacques Morin, Deputy CEO of Accor, stated: “At Accor, we believe that hospitality is a bridge between cultures. By supporting creation, heritage, and talent, we do more than just open our doors: we open perspectives. Because welcoming is caring for the world, we place culture at the heart of our vision of hospitality: responsible, caring, and deeply human. Haute couture and fashion also bring together exceptional talents and savoir-faire that shine worldwide. That’s why we are proud to launch the first edition of the New Crafts Awards with the FHCM and to support these four designers.”

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,800 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as lifestyle, with Ennismore. ALL Accor, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) For more information, visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram, and TikTok.

One of the best-known Swiss brands in the world, Swissôtel offers contemporary hotels infused with the freshness and vitality of alpine energy, rooted in the tradition of Swiss hospitality. Respected for its intelligent design, quality craftsmanship and mindful approach to sustainability, Swissôtel gives its guests peace of mind to explore the world, discover life’s true rewards and embrace opportunities to ’live it well’. The Swissôtel brand was founded in 1980 and today numbers more than 40 hotels across 20+ countries, including flagship properties such as Swissôtel The Bosphorus in Istanbul, Swissôtel The Stamford in Singapore, Swissôtel Chicago and Swissôtel Jakarta Pik Avenue. Swissôtel is part of Accor, a world leading hospitality group counting over 5,800 properties throughout more than 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty program providing access to a wide variety of rewards, services and experiences. 

The Fédération de la Haute Couture et de la Mode brings together the most renowned design houses and the most talented emerging brands. It organizes Paris Fashion Week® and Haute Couture Week and works to consolidate Paris as the world’s fashion capital. www.fhcm.paris