 |
The iStyle Fashion competition gives budding designers a platform to practice their learning and showcase their talent |
MALAYSIA. Emerging talents in the fashion world returned to Kuala Lumpur International Airport (KLIA) with the second iStyle Fashion KL International Airport competition.
The only fashion styling event of its kind to be held at an international airport, iStyle Fashion KL International Airport 2010 provides budding fashion design students with a platform to practice their learning and showcase their talent and creativity.
“iStyle Fashion KL International Airport underscores the position of KLIA as a fashion hub and a sophisticated lifestyle platform. We have many high fashion brands at KLIA and one of our aims is to heighten awareness of KLIA as a lifestyle destination; not just a transit point,” said Malaysia Airports Senior General Manager Commercial Services Faizah Khairuddin.
“At the same time, the event also allows us to provide talented and creative young designers with an avenue to prove themselves,” Khairuddin added.
Of the 14 initial teams that signed up during the preliminaries, six teams made the finalcut. The six teams are: Trois, Y2B, SenseXophy, Walking LookBooks, Black & White and Volatile.
Each team comprises a designer, a stylist and a publicist. The designer and stylist are required to create and project specific looks according to the given themes, while the publicist’s role is to market the team via social media platforms to garner votes.
“This year, iStyle Fashion is all the more interesting for its emphasis on social media. The participating teams can promote themselves via various social media channels created specifically for the event – Facebook, Twitter, Foursquare – and the support they garner via the social media platform will constitute a certain percentage of the final judging score,” said Khairuddin.
Judging criteria includes; styling/assemble, hair/makeup styling, makeup concept, campaign directive/presentation and publicity.
The chief Judge and mentor for iStyle Fashion 2010 is Alex Eu. A rotating panel of celebrity judges has been identified for each round of heats and the Grand Finale. Among them are, Michael Ong, Sonny San, Elaine Daly, Deborah Henry and SP Lee of Dentsu Malaysia.
The focus of the three rounds of heats is:
Heat 1 – Women
Heat 2 – Men
Heat 3 – requires participants to create a fashion lifestyle advertising campaign.
The winners will receive cash prizes, gifts, electronics and telecommunication gadgets from the event’s sponsors which include Panasonic, Perrier, Redken and Shu Uemura.
“iStyle Fashion 2010 is more than a fashion event; we hope that it will provide travellers with a fresh perspective of KLIA and play a significant role in nurturing the growth of the fashion industry in the country and in specific KLIA,” Khairuddin concluded.
Advertisement |
