14 May 2010

Time to bloom fashionista!

Durban – Entries have started streaming in for this year’s Vodacom Durban July Fashion Challenge, emphasising its standing on the fashion calendar and its reputation for unearthing new talent in the fashion design community.

Unlike many fashion competitions this competition allows aspiring and emerging designers to compete on an equal platform with established industry icons with their personal and creative interpretation of this year’s theme “It’s a Blooming Great Day!”

“This competition has developed a name for itself by unveiling South African designer gems,” said fashion programme director Tiffany Prior. “It’s a unique competition on the fashion calendar that is open to virtually anyone interested in furthering their career in fashion, or simply eager to exhibit their skills and design creativity.”

One of these gems uncovered is designer Madelain Clark of Amanzimtoti who rose to fame through showcasing her design talent in this open competition and quickly progressed to being one of the 2009 Vodacom Durban July Invited Designers.

The fashion programme organisers are eagerly anticipating a strong entry from the Eastern Cape, based on the exceptional quality of the regions student designer having entered the Vodacom Durban July Young Designers Award. "It's pretty obvious that there's something special happening in the design community in the eastern Cape," added Prior.

This competition not only provides a platform for established designers and self-proclaimed fashionistas to showcase their unique design style, but also an opportunity to enjoy the substantial media exposure and the chance to broadcast their brand.

Natasha de Morais, as winner of the 2009 competition, ranks the Vodacom Durban July Fashion Challenge as a must-do for all up-and-coming designers. “It’s considered a big competition and has a large following - let alone the fashion platform it provides - so it’s important for aspiring designers to take part,” said De Morais.

Pretoria based De Morais, who is currently churning out evening wear for local clients and filling up her spare time lecturing fashion, had some words of wisdom for those planning on making their mark through this competition.

“Ensure you stay true to your design style, as the public will start to become familiar with your style,” said De Morais. “So design in your style that you’re passionate about.”

There are many regulars returning to the line up for this competition, including Bloemfontein based designer Hanrie Lues.

“I’m addicted to this competition,” laughed Lues. “Not only is it the perfect opportunity for an established designer to get creative and having the chance to work outside the direction of a client, but it’s also an opportunity to market your brand and mix with the influential fashion crowd.”

Another is Stephen van Eeden from Cape Town who is currently finalising his plans for his bridal couture collection which will be followed by a ready-to-wear range.

“The best aspect about this competition is the fact that you have carte blanche, as designers are often restricted to client preferences,” said Van Eeden. “And along with the opportunity to market your brand, this year the theme is very different from the last few years which will be quite fun. I like the conceptual part with reference to global warming and going green.”

The ten finalists will feature in the finals in Durban on 14 and 16 July at Greyville Racecourse, where an elite panel of judges will select the overall winner, which will only be announced on race day.

The Vodacom Durban July Fashion Challenge winner will walk away with R5000 in cash, a piece of jewellery from the Mark Gold Fresh Flowers Collection to the value of R25 000 and a pair of stylish Police sunglasses. The first runner up receives R3000 cash and the second runner up R2000.

Anyone interested in entering the Vodacom Durban July Fashion Challenge needs to have their storyboards submitted to ICE Models at 42 Lennox Road, Windermere in Durban or to the regional Vodacom Offices in Port Elizabeth, Bloemfontein, Cape Town or at the SAIL offices in Gauteng by 12h00 on June 1. The successful finalists will be notified telephonically shortly after the closing date.

Any questions about the Vodacom Durban July Fashion programme can be directed to the fashion programme director Tiffany Prior on (031) 309 6114 or by email on tiffany@dbn.icemodels.co.za

The Vodacom Durban July takes place at Greyville Racecourse on Saturday, 31 July 2010. More information can be found at www.vodacomdurbanjuly.co.za 

2010 Vodacom Durban July theme

"IT’S A BLOOMING GREAT DAY"

Plant a seed of good fortune,
In the garden of your mind.
Gather design, reap style,
Till it’s one of a kind.

Take a chance on wild,
Exotic if you must.
The flowers of our land,
Sub-tropical or dust.

A mixed bouquet,
In the early light of day.
Or maybe one brilliant bud,
Standing proud is the way.

Indigenous is ingenious,
A good bet to be seen.
Recycling’s one way,
Another is ‘think green’.

In a garden of colour,
One contest stands high.
A blooming great race,
The Vodacom Durban July.

The Vodacom Durban July
Africa’s Greatest Horseracing Event

Jean-Marc George/
Gameplan Media