Bourrienne Paris X, Maison Guillemette, and Maison Lecomte Flament reach DHL Fashion Talent Award final

Members of the jury for the DHL Talent Mode Prize are ready to decide between the finalists in this fifth edition, supported by DHL Express France and the French Federation of Women’s Ready-to-Wear (FFPAPF). On Saturday January 10, the labels Bourrienne Paris X, Maison Guillemette, and Maison Lecomte Flament will present their projects ahead of the awards ceremony, scheduled for January 29.

The winner will receive €10,000 in DHL shipping vouchers, together with personalised support for international transport and online sales. The FFPAPF, for its part, will share its expertise with the winner through an advisory programme on international strategy. The winning label will join past winners, namely 71bis, Mapoésie, Emile et Ida, and Rowen Rose.

A final between specialist labels

Bourrienne Paris X is synonymous with the white shirt. The brand positions itself accordingly, emphasising the historical heritage of the Hôtel Bourrienne with which it is associated. Its collections draw inspiration from French history, recalling a time when figures such as Victor Hugo, Bonaparte, and Chateaubriand were regular visitors to the establishment. Bourrienne Paris X’s artistic director, Cécile Faucheur, creates high-end pieces in linen, silk, or cotton, drawing on trades, situations, and personalities, and exploring a variety of silhouettes and hues. Founded in 2017, the brand also relies on its linen mill in the north of France.

But the shirt label faces two competitors in the race for the DHL Talent Mode 2025 Prize, with FashionNetwork.com as a partner, starting with Maison Guillemette. This label, the brainchild of Guillemette Bataille, was not initially focused on ready-to-wear. The designer first created brooches and flower crowns for brides. The brand now collaborates with Guerlain on its ‘Le Muguet’ fragrance.

A triumvirate inspired by craftsmanship

In 2016, Guillemette Bataille developed a black top with removable elements and, to her surprise, the piece proved a success. With its own workshop, where around 30% of its collections are produced, Maison Guillemette now offers a wardrobe ranging from tops and trousers to dresses, and continues to cater to brides with its ‘white collection.’

The third and final finalist in this triumvirate, Maison Lecomte Flament specialises in creating scarves, bucket hats, pareos, and caps in wool or cotton, using entirely natural fibres. Its founder and artistic director, Colombe Lecomte Flament, places particular emphasis on the brand’s family spirit, born of the creative atmosphere fostered within her own family. With pieces that are sometimes ‘vintage-kitsch,’ the brand champions values such as conviviality, exchange, and sharing. Maison Lecomte Flament splits its production between Italy and India, two countries historically linked to the manufacture of colourful fabrics.