Mercedes-Benz StartUp Semi-Finals

August 18th, 2011 / Posted by natasha

Photos by: Mercedes-Benz Canada, FASHION magazine

Well, the Twittersphere was buzzing with enthusiasm Tuesday night. When Mercedes-Benz teams up with IMG – an international mega PR company to host a competition and mentorship program to nurture emerging Canadian Fashion Designers, it’s an opportunity not to be missed. Along with major exposure, contestants of the Mercedes-Benz StartUp Competition are given a chance to access help from incredibly experienced Fashion insiders and are given an amazing opportunity to debut their collection at LG Fashion Week in Toronto!

The criteria for entry for Canadian designers is having less than five years of experience and having produced at least one commercial collection.

“The heart of the program is about connecting a select group of designers with an experienced panel of industry insiders to help them navigate real world challenges both on and off the runway while building a sustainable business beyond the initial launch of their collection,” says Jarrad Clark, Global Production Director at IMG. (VanSun)

One of the top twenty designers selected from the hundreds that entered is Blanche Macdonald Fashion Design program graduate, Shelley Ediger. Shelley soon earned her coveted spot in the top ten (five in Montreal and five in Vancouver) following a one-on-one interview in front of a panel of judges (all key influencers in Canada’s Fashion Industry), giving them a closeup on her swim collection and convincing them she has what it takes to succeed.

Next thing she knew, she was selecting eight ensembles from her label, Shelley Ediger Swim, to showcase on the catwalk for the Western semi-finals!

Photos by Blanche Macdonald, FASHION magazine, Mercedes-Benz Canada, ad–idem@live.ca & Shelley Ediger.

Sponsored by FASHION Mag, Fashion Design Council of Canada (FDCC), Mercedes-Benz Canada and IMG, we arrived with high expectations: all of which were met as we were greeted by valet parking, signature Lemon Drop Martinis and wine, endless hors d’oeuvres, and a well-heeled crowd (and, of course, plenty of beautiful vehicles), all within the airy and well-lit showroom of Mercedes-Benz North Vancouver.

Amongst the crowd was the judging panel consisting of industry insiders Yumi Eto (Aritzia’s Design director, journalist and designer whose designs are sold in many high end department stores and boutiques worldwide), Joy Pecknold (Western Editor of FASHION Mag), Catherine Dunwoody (A-list Stylist, Fashion Editor), Michael Minielly (Supervisor, PR, Mercedes-Benz Canada) and Amy Wasserman (IMG, Vice Prez of The Fashion Event Corporation).

Backstage, handfuls of Blanche Macdonald Makeup and Pro Hair students worked hard to get the models runway-ready. The show was fantastic – an outstanding way to showcase the next generation of designers of Canada!

So proud of your accomplishments, Shelley!! Here’s to Canadian fashion design talent and amping up Canada’s fashion position on the global scale!

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