The Belgian designer, this year’s sole female finalist, secures the prestigious award with a vision rooted in creative autonomy and strategic growth, underscoring the luxury sector’s evolving commitment to nurturing next-generation talent
Belgian designer Meryll Rogge has been awarded the 2025 ANDAM Grand Prize, becoming not only the standout among a competitive field of finalists but the sole female voice represented at this year’s highest level. Announced in Paris on June 27, the win positions Rogge at the forefront of an industry increasingly compelled to invest in fresh perspectives and independent craftsmanship. As luxury houses seek to balance heritage with innovation, Rogge’s ascension is a pointed reminder of the transformative power and necessity of elevating emerging talent.
A former Raf Simons and Marc Jacobs alum, Rogge launched her namesake label in 2020, earning attention for her offbeat yet refined approach to contemporary femininity. Her collections are known for deftly merging conceptual tailoring with subversive romanticism—an aesthetic language that resonated powerfully with the ANDAM jury. While other finalists, including Duran Lantink and Niccolò Pasqualetti, presented compelling visions, Rogge’s proposal distinguished itself through both clarity of artistic voice and robust business strategy. The €300,000 cash award and a year-long mentorship under Sidney Toledano, Institut Français de la Mode (IFM) president and senior advisor to LVMH chair and CEO Bernard Arnault, which enables her to move beyond critical acclaim and solidify her commercial foundation.
At the core of Rogge’s ambitions for the grant are three pillars: a strategy that reflects her long-term commitment to independence and sustainable growth, expanding her direct-to-consumer channel, launching e-commerce, and developing her accessories category. This focused approach illustrates a sophisticated understanding of the modern luxury landscape, where storytelling and accessibility increasingly shape brand resonance. By prioritizing direct client relationships and diversifying her product offering, Rogge is not merely scaling her business; she is crafting an ecosystem designed for longevity. Her final pillar: the emphasis on communication, further signals an intent to deepen dialogue with her audience, making her brand less about seasonal trends and more about sustained cultural relevance.
The grand prize is one of four annual distinctions awarded by ANDAM, each pairing a financial grant with dedicated mentorship. This year, the Pierre Bergé Prize was awarded to Burc Akyol, while the Accessories Prize went to Sarah Levy; both accolades include a €100,000 grant. The Innovation Prize, also valued at €100,000, was presented in May to Losanje, a French startup advancing circular textile product development. Rogge’s grand prize carries more than monetary value and recognition; it carries a particular symbolic weight. As the only woman among the finalists, her win contributes to the ongoing conversation around representation within luxury’s leading voices. Though an area where progress remains uneven, Rogge’s achievement furthers female entrepreneurial visibility, yet simultaneously assists in closing the gap. An achievement as highly acclaimed as the Andam Grand Prize reinforces the critical role competitions play in not only spotlighting innovative design but actively encouraging it. By channeling resources and mentorship into emerging voices, such awards help define the future shape of luxury; one that is more agile while holding immense conceptual depth.
Meryll Rogge’s ANDAM Grand Prize win is more than a career checkpoint; it represents a broader industry shift toward amplifying independent, authentic visions that challenge the status quo. As she embarks on her next chapter with new capital and guidance, Rogge embodies the potential of a luxury sector that invests in creative autonomy rather than formulaic expansion. In an age when fashion can often lean algorithmic, her thoughtful, multidimensional strategy offers a timely blueprint for what the next generation of luxury can and should become.
