Elle New Talent Fashion Awards Finalists Announced

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.”
He says that, more people are beginning to take pride in our country and believe in what we are capable of doing as a country, hence the theme ‘optimism’ for this year’s New Talent Fashion Awards.
Viljoen says, Elle in partnership with Mr Price want to continue creating awareness of the available talent in the country and the great potential in South African designs.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. The party will also give finalists the chance to talk about their designs and the inspiration behind the various designs. Finalists will get the chance to meet whose’s who of the fashion industry and expose them to the business element of design.
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. It will also give all finalists the opportunity to speak to buyers about what inspires their designs and will give them exposure to the commercial element of their designs.
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.
Mr Price Trend Executive, Joanne Coelho says, “Young designers starting out in the industry need all the support they can get. This competition provides designers a chance to showcase their talent and gain experience at show and retail levels.”
Coelho says that, the competition also gives designers a platform to gain recognition in the industry locally and internationally.
The seven finalists are; 24 year old Oriel Barnard, who finds inspiration in music and street-style blogs, 26 year old Laila Baderoon, who is inspired by colour and designs according to her tastes and desires, 25 year old Ntokozo Kunene, whose inspiration comes from her South African heritage and identity, 22 year old Este Van Der Merwe, who wants to make the world a better place through design , 21 year old Kutloano Molokomme, who is inspired by art, music and photography, 29 year old Elme Bekker who dreams of fashion and sees design in everything, and 21 year old Cleo Droomer who considers fashion an outlet for creativity and self-expression.
Final judging and announcement of the winner will take place at SA Fashion Week on 29 September 2010.
Buyers, and other key fashion influencers can look forward to optimistic inspired designs, beautiful and fun, eclectic designs that in a subtly way are reflective of the South African culture and flair.