Reference distinction for emerging talents in the field of fashion since 1998, the Picto Prize for Fashion Photography awards three endowments each year. The first prize wins a Leica camera, an exhibition produced by PICTO and a poster campaign by JCDecaux. The second prize, staffing the 19M of Photography of Crafts, means a winner who will receive a photographic commission conducted on behalf of one of the houses gathered in the 19M, Métiers d’Art Chanel. The third prize, the Filippo Roversi endowment, underlines the originality of a technical know-how and offers the winner the possibility of a workshop with the photographer Paolo Roversi and production assistance from PICTO.

The Palais Galliera, Fashion Museum of the City of Paris, hosts the awards ceremony in October 2021 and opens its collection to the winners. Since 2020 three grants are awarded to the winners: Grand Prix Picto of Fashion Photography with the support of Leica, staffing the 19M of Photography of the Arts Crafts, gathering the Chanel Métiers d’Art, and staffing Filippo Roversi with the support of photographer Paolo Roversi. In 2021, the Photo Festival St Barth Art Week joined the Prix Picto de la Photographie de Mode, inviting one of these winners to exhibit alongside great photographers and to take advantage of an artist residency in St Barth.

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