In its third year of operation, the newly renamed Audi Star Creation fashion design competition has tripled its entrants and broadened its reach with 255 entries from 13 countries under consideration for 2012.
According to Reinhold Carl, managing director of Audi Singapore, it is the event’s growth which prompted the brand to become involved.
“Audi has always found a fit with fashion and we want to be able to support both established and emerging design talent,” he said.
“In its first two years, Star Creation has grown its reach and surfaced fashion designers with great promise, and we have no doubt that it will continue to do so. On its part, Audi Singapore is excited to be able to play a key role in helping to launch the fashion careers of these young stars.”
“Audi Singapore has supported Star Creation from day one. Needless to say, given our title sponsorship, our commitment to it has now deepened, and goes beyond the value of the cash prizes,” said Lee Nian Tjoe, senior manager of public relations at Audi Singapore.
Run in conjunction with the Textile and Fashion Federation (TaFf), Singapore, and part of the Asia Fashion Exchange (AFX), Audi Star Creation is for aspiring fashion designers aged 16-35 with less than two years fashion industry experience. The designers submit six original, unreleased designs which are judged on creativity, originality and commercial viability.
So far 36 designers have already been shortlisted in the first round of judging with the second round underway. The final 12 designers who make the cut will then produce capsule collections to walk the runway during Singapore’s “fashion week” from May 14-20. The final judging will be done on May 14 with the winners announced during a gala event.
There will be three winners who will each get a cash prize of $10,000 and the chance to work with one of Singapore’s leading fashion retailers FJ Benjamin in one-year internship, where they will also produce a capsule collection that will be shown the following year.
On top of this, one of the three winners will also receive the Audi Young Designer Award (AYDA) – an additional $10,000 cash prize which Audi has been sponsoring since the launch of this fashion design contest.
Audi Star Creation has a panel of seven judges including Douglas Benjamin, CEO of FJ Benjamin (Singapore), Colin McDowell, Creative Director of the Audi Fashion Festival (AFF) and newly announced Jo Soh, founder and creative director of Singapore fashion label Hansel.
For the 2011 Audi Star Creation winners this year also offered the chance to sell their collections to the public for the first time. Due to the strong interest in the work of Chen Zhi Gang (China), Tiang Boon Tieon (Malaysia) and Tsai Ming Hung (Singapore), the designers’ works will be available to order during the Blueprint tradeshow that runs from May 17-18.
For more information about Audi Star Creation 2012, go to www.starcreation.sg.