Lora Sonney's debut with AZ Factory set for Paris Haute Couture Week

Lora Sonney’s debut with AZ Factory set for Paris Haute Couture Week

June 14, 2023
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As part of its enduring pledge to uplift fresh talent, AZ Factory is set to spotlight rising designer Lora Sonney in a special event during Paris Haute Couture Week Fall/Winter 2023.

Lora Sonney, an alumna of Geneva University of Art and Design (HEAD), is set to captivate spectators on July 3rd with a presentation of 10 nature-inspired looks. This event, taking place in the garden of the Fondation Cartier – the home to AZ Factory’s atelier – is yet another milestone in AZ Factory’s journey to revolutionize fashion through creative partnerships.

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Lending its support for the initiative is the eminent Swiss textile manufacturer Jakob Schlaepfer, where Sonney currently employs her craft.

Since Elbaz’s passing in 2021, AZ Factory has emerged as a distinctive entity championing the work of emerging designers, or “amigos”, as they are affectionately referred to. This innovative approach serves as a nurturing environment for fresh talent, with plans for bi-monthly presentations annually. This unique setup complements the essence of couture week, which is centered around fostering new talents, while ready-to-wear shows continue to showcase collaborations with industry veterans such as Lutz Huelle, the current head of the fashion and accessories design department at HEAD.

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The success of AZ Factory‘s strategy is tantamount to the impact of fashion prizes, yet its offering is far more comprehensive. The brand provides new designers with access to an entire ecosystem – encompassing a design studio, atelier, marketing resources, and communication channels – a unique proposition that far surpasses the customary cash and mentorship offerings.

Sonney’s innovative approach to design, which melds multiple categories, the mastery of textile techniques, sharp aesthetic vision, focus on sustainability, and experimentation with new materials, has enraptured the AZ Factory team. Her commitment to these principles is evident in her previous work, including a collection that integrated recycled garden hoses, which secured her a finalist position at the 2022 Hyères International Festival of Fashion and Photography.

Since its inception, AZ Factory has positioned itself as a game-changer in the fashion industry. With a debut collection focused on smart fabrics in January 2021, the brand has defied the conventional fashion calendar with its project-based model, prioritizing storytelling, problem-solving, and entertainment at every level of design, distribution, and communications.

To date, AZ Factory has successfully fostered eight collaborative projects with guest creatives, or “amigos“, such as Thebe Magugu, Ester Manas, Cyril Bourez, ShelterSuit and Thoreson. Furthermore, the dynamic duo behind the Colville label, Molly Molloy and Lucinda Chambers, have crafted an exclusive range for AZ Factory’s Fall/Winter 2023 collection.

Read more: Jake Gyllenhaal, face of Prada’s Linea Rossa Spring/Summer 2023 campaign