Elle New Talent Award at SA Fashion Week

Elle New Talent Award at SA Fashion Week

Seven young designers have made it to the finals of the 2010 Elle New Talent Fashion Awards, in partnership with top fashion value retailer Mr Price. The seven finalists will each showcase their designs at the opening of SA Fashion Week on the 29th of September 2010.

Elle's fashion director, Chris Viljoen says that, "The theme of this year's competition was inspired by great events that have happened in the country. With the recession behind us, we've hosted a spectacular and world class Soccer World Cup and the country is in a more positive space. We want to retain the current optimism and keep the momentum going. We want to ensure that we build on available talent and ensure that the designs that come out of South Africa are embraced first by South Africans, then by the world."

Finalists will have the opportunity to showcase their designs at a series of three planned events. The first of the three events is the Elle New Talent Designs Cocktail Party, which will be held on the 28th of September 2010 at the Gallery of Main Street Life. The Cocktail Party will give finalists an opportunity to interact with key industry influencers and enable them to understand industry expectations.

On the 29th of September 2010, finalists will showcase each of their designs at the opening of SA Fashion Week to be held at Arts on Main.

On the 30th of September, Elle will host a Showroom of the designs by all the finalists at the Malva Store on Main Street Life. This will give potential buyers and key industry influencers a chance to have a look at the designs up close.

According to Viljoen, "The judging criteria as always will be very strict, we want to see a reflection of the soul and passion of designers through their designs. One very important element we'll consider is the futuristic and innovative element of the designs. We are looking for designs tailored towards the future of fashion."

In the competition, Mr Price has played a key role in their sponsorship and mentorship capacity in the past three years. The winner of the 2010 Elle New Talent Award will get to spend two weeks at the Mr Price Head Office going through the entire retail cycle and gaining practical hands on experience in the design industry. The Mr Price mentorship programme will launch the winner into the fashion industry and ensure commercial viability of the designer. The winner will get to redesign their winning range for mass market appeal to be sold in selected Mr Price stores.

Last year's winner was Capetonian Marize Malan (photo). The seven finalists for 2010 are, Oriel Barnard (24), Laila Baderoon (26), Ntokozo Kunene (25), Este Van Der Merwe (22), Kutloano Molokomme (21), Elme Bekker (29) and Cleo Droomer (21). Final judging and announcement of the winner will take place at SA Fashion Week on 29 September 2010.

Courtesy of Elle, on http://www.ifashion.co.za 

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