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Du 10 au 13 Novembre dernier, dans le magasin franchisé de Miramas (Bouches-du-Rhône) s'est déroulé un événement qui a eu un franc succès auprès des amateurs de sapes originales et de streetwear. Retour sur ce Fashion Festival réussi.

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Quand on s'intéresse au streetwear, on a vite fait le tour d'horizon des différentes marques et de ce qu'elles peuvent proposer en termes de vêtements, de coupes, de matières. Il devient parfois difficile de rester original. Mais heureusement, les créateurs redoublent d'idées pour donner un second souffle à vos sapes. A Miramas, magasin franchisé Project X Paris situé dans le sud de la France, on a opté pour le côté custom / personnalisation des produits, le tout lors d'un événement spécial avec un décor et un story-telling travaillé : le « Fashion Festival ».

Une idée qui est venue spontanément au personnel du magasin, et dont la marque PXP est évidemment très fière. Ils ont même imaginé tout un concept et une ambiance autour de l’événement, qui s'est déroulé du 10 au 13 novembre dernier. Le point central du Fashion Festival, c'était évidemment le Lab, l'atelier de personnalisation mis en place pour les acheteurs. Vous pouviez donc acheter votre t-shirt, ou votre veste Project X, et l'amener directement au « Chimiste » (qui a eu beaucoup de succès auprès des gens), pour qu'il rajoute des touches personnelles à vos sapes. 

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Ce côté « custom » a une place croissante dans l'univers streetwear, et s'est notamment popularisé via les ateliers de personnalisations de sneakers, notamment depuis une dizaine d'années. Mais il est possible de l'adapter aux pièces textiles, même si cela demande du travail et de la minutie (avec une manipulation assez compliquée de l'eau de Javel, par exemple). Des qualités dont ont fait preuve Loris, Josué, Gregory et les autres membres du staff de Miramas pendant les 4 jours du Festival. Dans son « Lab », le chimiste a donc travaillé dur pour rendre les sapes Project X Paris encore plus originales, selon la volonté des clients. Pour parfaire l'ambiance, un DJ était également présent sur place, passant les meilleurs sons du moment. 

Plusieurs dizaines de pièces ont ainsi été remaniées lors du Festival, avec à chaque fois des acheteurs conquis, qui ont d'ailleurs donné beaucoup de visibilité à l'événement via leurs réseaux sociaux. A côté de l'atelier personnalisation, pièce centrale du Lab, on a également eu droit à quelques animations, quelques débats autour de la mode, mais aussi des défilés. On a donc eu droit à un véritable moment de célébration de l'esprit streetwear et un peu déjanté / excentrique parfois, qui fait l'identité de la marque Project X Paris.

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On peut dire que cet événement a été une belle réussite assez inattendue, surtout si on en juge par le retour des gens présents sur place, que ce soit les acheteurs ou le staff. C'était la première édition de ce Fashion Festival Project X Paris, et au vu des retours on peut vous annoncer qu'il y a de fortes chances pour qu'on en ait d'autres.  Car c'est par ce genre de petites fêtes qu'on consolide son implantation dans le monde du streetwear, qui a toujours été un monde où les événements, les moments où « il faut être présent » sous peine de rater quelque chose, sont importants dans l'histoire qu'écrit une marque. On vous tient donc rapidement au courant pour la suite !

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