Finnish fashion designer Jenny Hyönn has been chosen as a guest designer for AZ Factory’s upcoming couture project. The result of the collaboration between the late designer Alber Elbaz’s label, which belongs to the luxury goods group Richemont, and the young designer will be presented as part of the upcoming Paris Fashion Week in January.
Hyönn, who won the top prize at the 2022 Hyères International Festival of Fashion, will design a 10-piece collection with the brand, according to US fashion magazine WWD. Mauro Grimaldi, who is responsible for AZ Factory as a strategic advisor at the Swiss luxury group Richemont, confirmed the news to the media company.
In a statement, Grimaldi said he was “from [Anm. d. Red: Hytönens] Personality has been seduced because she has a very likeable combination of shyness and daring at the same time”.
The managing director added of the AZ concept: “We think it is a good way to support young designers, create a dialogue with this generation and at the same time pay homage to Alber and his fascination for the atelier.”
Since the founder’s death in 2021, AZ Factory has typically brought in outside talent to work with the internal design team over the past few seasons. Hyönn is recognized as an up-and-coming talent in the industry and can now call herself one of four ‘guest amigos’ who have taken on the role of designers in the house. She follows collaborators Lora Sonney, Tennessy Thoreson and Thebe Magugu.
“It’s really about experimentation and giving them a voice. We see this as an investment in the future of these talents,” said Grimaldi.
This article originally appeared on FashionUnited.uk. Translated and edited by Heide Halama.