Lady LUX

Mercedes-Benz Canada could be the new patron for Canadian fashion apprentices. In conjunction with IMG (an international sports, fashion and media company) and LG Fashion Week Beauty by L’Oréal Paris, the company is unveiling a new program, Mercedes-Benz Start Up, designed to seek out and support up-and-coming Canadian designers through a selective competition, Mercedes-Benz revealed in a statement.

“Mercedes-Benz Start Up will allow Canadian designers the opportunity to move up in the industry and provide them a guide to achievement,” Peter Levy, senior vice president and managing director of IMG Fashion, said in a statement.

Targeting designers who have been working in the industry for fewer than five years, the exclusive program will connect these new talents with industry experts, allowing them to develop their skills and gain opportunities. Such experience will give designers both the confidence and knowledge they need to advance in the competitive field of fashion.

Selection has already begun. The Start Up staff is consulting with key players in the fashion world – media, buyers and educators – to root out candidates that have the talent and ambition to succeed in the program.

After evaluating all the submissions according to strict criteria, industry judges will narrow the choices to 20 designers, who will make the cut into the semi-final competition.

The four winners of the semi-finals will display their collections at the national final, scheduled during LG Fashion Week Beauty by L’Oréal Paris in October 2011—an amazing opportunity to reach the eyes and ears of thousands of major industry representatives.

“LG Fashion Week Beauty by L’Oreal Paris will provide a world class runway with unparalleled exposure for these designers,” Robin Kay, president of the Fashion Design Council of Canada, explained.

From there, one designer will have the rare chance to showcase his or her talents. After five months of support from prominent industry mentors, that designer will highlight during LG Fashion Week in March 2012, debuting his or her very own solo show.

“I am very impressed by the raw potential that exists here in Canada,” Tim A. Reuss, president and CEO of Mercedes-Benz Canada, said in a statement. “Considering the ongoing emphasis we place on expressive design, it is only natural for our company to also help foster opportunities in an industry with similar core principles. By supporting emerging designers to broaden their overall scope through Mercedes-Benz Start Up, I am confident that we will be able to further strengthen the Canadian fashion industry and heighten its overall prominence and reputation on the world stage.”

For more information or to register, please visit www.Mercedes-BenzStartUp.com.

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