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IMG, Mercedes-Benz announce programme to help emerging Canadian talent

Filed by Lucire staff/June 3, 2011/10.08

Mercedes-Benz CLS at New York Fashion Week
Michael Buckner/Getty Images

Above Mercedes-Benz has a long history of supporting fashion, such as New York Fashion Week.

IMG and Mercedes-Benz Canada have launched Mercedes-Benz Start-up, an initiative to promote emerging designers, in association with LG Fashion Week Beauty by L’Oréal Paris.
   Canadian designers who have been in business for less than five years are eligible. The programme provides mentoring to designers, giving them what IMG calls a ‘road map to success’.
   The Start-up team has begun contacting media, buyers and educators to locate potential candidates for the programme.
   Submissions will be reviewed by a panel of industry judges, with a total of 20 selected to be in a semi-final competition, to be held in two provinces to begin with.
   The semi-finals will yield four designers who will be invited to show their collections at the national final held during LG Fashion Week Beauty by L’Oréal Paris in October 2011. One of the four will progress to the next stage of five months’ mentoring, to prepare the candidate for a solo show at LG Fashion Week Beauty by L’Oréal Paris in March 2012.
   To register or for more information, visit The programme can also be found on Facebook and Twitter.

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