Project Runway – with a difference. The international premium label Laurèl is holding a design competition for the first time. The aim is to find the most creative overall designs from among a pool of young designers at the International University of Art for Fashion - the Esmod in Berlin.
"I am constantly on the look-out for new trends and outstanding designers - and to find these it is essential to promote young talent", says Elisabeth Schwaiger, Head Designer with Laurèl.
The theme of the competion relates to a contemporary trend: "The overall - the new suit for modern superwomen". Students in their second semester will begin creating their designs from mid-October 2011. Inspired by the brand slogan "See ∙ Feel ∙ Love Laurèl", the overalls will initially be visualised and sketched using a mood board, then draped on dummies and finally realised in fine fabric. On November 29th, the "best" overall will be selected by the jury of experts consisting of Managing Director Dirk Reichert, Head Designer Elisabeth Schwaiger, Head of Marketing & PR Anna Lauerbach (Laurèl), Director Silvia Kadolsky and Deputy Director Klaus Metz (Esmod). Laurèl has also been able to gain the services of actress Natalia Wörner as a celebrity jury member. As the longstanding ambassador of the children's charity organisation Kindernothilfe e.V. and a superwoman with a heart of gold, she is a perfect match.
The highlight: the winning overall will open the Laurèl Show at the Autumn/Winter Mercedes-Benz Fashion Week in Berlin. The best overall will be included in the main Laurèl Autumn/Winter 2012 collection in a limited edition and be available for purchase in selected stores. 50% of sales proceeds will go to Kindernothilfe e.V.
What is more, the most attractive creations of the up-and-coming young designers will be exhibited exclusively at the DNA Gallery in Berlin-Mitte and put up for auction. Here, all proceeds will go to Kindernothilfe, an organisation that works to give children and young people courage and a new perspective. Laurèl wishes all participants the very best and is looking forward to seeing their ideas.
