Though money is a key factor when you are a designer coverage of your collection and the ability to get noticed is seemingly harder to attain. Enter Mercedes-Benz Start up stage center!
What the Mercedes-Benz Start Up stands for, is new talent that is emerging in Canada. The rules are quite simple:
Your fashion line must be under 5 years old and
You have to apply on the Mercedes-Benz Start Up site… That’s it!
The whole event is set up to garner press and excitement surrounding new talent and that is just what Mercedes-Benz has accomplished. The designers who made it to the finals got to show their collections at LG Fashion Week in Toronto and there were some huge media outlets and very important Buyers/Retailers present.
Here is some words from their site that give you the Low-Down on what it’s all about… Oh and they announced this season that next season will include Edmonton, Ottawa, and Winnipeg! Now that’s a great Canadian fashion Boost!
So, how exactly will it work?
1. The Mercedes-Benz Start Up team will tap influential media (hint, hint…) as well as fashion buyers and educators to help select qualified candidates. All designers with less than five years in existence can enter!
2. Twenty designers will be selected to vie in the semi-final round of the competition. (In the first year, semi-finals will be conducted in two provinces, but will expand in future years to encompass the whole country)
3. Four designers will be selected from the semi-finals to show during LG Fashion Week Beauty by L’Oréal Paris in October.
4. One designer from this showcase will be selected as the Mercedes-Benz Start Up recipient. This designer will receive access to industry mentors for five months, resulting in the creation of his or her debut show at LG Fashion Week Beauty by L’Oréal Paris in March 2012.
So there you have it, Mercedes-Benz loves fashion and is showing that love through the “Start Up” program. Ya-Hoo
This Spring 2012, the winner was Martin Lim. There were of course other amazing designers including UNTTLD (Ferocious Style!) and Triarchy (Amazing Denim!). Since we covered these shows already, I thought I’d take this opportunity to talk on the ones that we didn’t get to cover yet.
Cassie Dee: Though I have strong feelings of contempt for the logo (“CD”… Christian Dior Anyone???), the collection itself was well styled, well made, and the flow of the collection was smooth and easily understood. I really loved the piping that Cassie used it never bunched even though it swirled all over without following standard seams etc. I also have to give props to the “Canadiana” colors and prints used in the collection. Very Classy.
Cassie Dee is out of Vancouver and makes all of the patterns and samples herself! That’s very impressive and regardless of not winning the overall Mercedes-Benz Start Up event, Cassie will certainly go places with her collection.
Travis Taddeo: This collection was full of loud feathers and fun separates that could be worn all year round. I especially loved that he made the collection unisex at times! I feel that androgyny is a symbol for equality for the future so kudos to you Travis!
After graduating from LaSalle College in Montreal Travis launched his line in 2008. My only question now is where can I get my hands on that feather vest? It’s a must have in my wardrobe and I don’t even own it yet.