Tonight is the night of the Emerging Designer Contest as well as the Stylist Contest and these contests are the perfect opporunity for young designers to show off their skill and technique.
Sandra Sing Fernandes is the executive and creative director of Edmonton Fashion week and it was her idea to give these emerging designers a chance to show off their skills and gain industry experience.
“If you want to create an industry in a town that there isn’t really an industry you’ve got to start at the beginning which is creating some designers,” Said Fernandes. “Designers were graduating from school and there was no place for them to show their collections.”
The contest began about five years ago and has given winners over $5000 worth of prizes in hopes of moving them closer to their goals of becoming renowned fashion designers.
Every show a winner is given $500 cash, a scholarship to Marvel College, a make-up and hair artist for a photo shoot of their collection for up to 10 models, and an Edmonton fashion week presentation to show a full 10-peice collection at the following show.
Past winners have gone on to create a line of clothing, open up boutiques, or to continue their design education.
“If you want to create an industry in a town that there isn’t really an industry you’ve got to start at the beginning which is creating some designers,” Said Fernandes. “Designers were graduating from school and there was no place for them to show their collections.”
The contest began about five years ago and has given winners over $5000 worth of prizes in hopes of moving them closer to their goals of becoming renowned fashion designers.
Every show a winner is given $500 cash, a scholarship to Marvel College, a make-up and hair artist for a photo shoot of their collection for up to 10 models, and an Edmonton fashion week presentation to show a full 10-peice collection at the following show.
Past winners have gone on to create a line of clothing, open up boutiques, or to continue their design education.
One year ago, it was Shahidah who won the emerging designer contest and receved the perks of showing a full 12 piece collection complete with supplied models, make-up and hair stylists in April. This season during EFW she is showing her line "Posta Couture" which she has thoughtfully described as "gangsta-chic".
This photo was taken backstage at Edmonton Fashion Week in April of 2009 when she showed her Spring/Summer collection. (TAKEN from Posta Couture group on Facebook)
Shahidah says that the line is about making women feel great about themselves and what they are wearing.
“We want a woman to put on our clothes and feel like art, like they just stepped off a cover of a magazine - young, fresh, and glamorous - but still very classic," she added.
Tonight people attending EFW will have the opportunity to see talented aspiring designers with often unique visions and concepts, as well as last season's winner Heather Murray who will be showing a full collection.
Another treat tonight will be Michael Kaye's collection which Friday night's audience got a sneak peek at through Sandra Sing Fernandes' pearl and crystal embellished gown. Michael Kaye is a University of Alberta graduate and an inspiration for local designers who dream of showing their own collections internationally. Enjoy the evening!
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