Jeanne Friot

" Right from the start, I assumed the fact that I was a lesbian woman, and I drew on my queer and artistic community. I think there was an expectation for a brand like mine with strong values ". There's no doubt about it, Jeanne Friot is committed. But that's not all! She's also determined. A graduate of the Duperré school, she cut her teeth at A.P.C. and Kitsuné, among others, before becoming art director and photo stylist to better understand the image in fashion.
She then studied at the IFM and spent 6 months at Balenciaga before launching her brand in 2020. " I didn't feel I belonged anywhere, even though I loved many things. So I told myself that if I couldn't find a place that looked like me, I'd have to create it. "

Based at La Caserne in Paris, the company's wardrobe is now gender-neutral, inclusive, eco-responsible and upcycled, with a focus on French know-how and more sustainable production systems. " We grew gradually, supported by the press. Then the stars, like Madonna, asked for pieces, which we made to measure, but never deviating from our ethics ". Then came the Olympic Games. " By dressing this rider for the opening night, we let her wear our philosophy. Extraordinary visibility, but not enough. "To have a brand like mine, to be independent, is a lot of work and sacrifice. This Prize is an endowment we need to keep going. It's also an important outreach, as we've never won a competition until now. "

Jeanne Friot © Félix Marye