In the mid-1990s, quite a view critical voices state their concern about the state of the Dutch couture profession. Comments appear in the newspapers such as 'presentations of Dutch couture increasingly rely on the entourage' and 'Dutch couture is suffering from age.'

Renowned Dutch fashion designers such as Max Heymans, Frank Govers and Edgar Vos have stopped doing couture or only work for a limited clientele. The young Mart Visser is building a new couture salon with gusto. On the international catwalk couture proves viable. In these years, young, creative talents such as Alexander McQueen and John Galliano embrace the refined technique and traditional craft of the fashion trade. A true comeback of haute couture is imminent.

It is therefore not surprising that Frans Molenaar decides to provide a new impulse to Dutch fashion. As usual, his timing is right on target. With the Frans Molenaar Prize, which was awarded for the first time in 1996, he hopes to bring the métier of couturier in the Netherlands back to the attention of young people in particular. It also provides him with healthy competition, which he says keeps him on his toes.

With the prize money of ten thousand euros, which he finances from his own resources, Molenaar wants to support starting fashion talent. He also likes to share his broad professional knowledge with these young designers: Molenaar is available for business, technical and practical tips.