Vodacom Durban July Fashion Challenge

Fashion Challenge open to designers country-wide

Durban – Entries have started to pour in for this year’s Vodacom Durban July Fashion Challenge, reinforcing its status as a popular platform for unearthing new talent in the fashion design community.

The unique competition allows amateur designers to pit their creativity against industry professionals, based on their interpretation of the theme “Games People Play”.

“This competition has developed a name for itself by unveiling South African designer gems,” said fashion programme director Tiffany Prior . “It’s a unique competition on the fashion calendar that is open to virtually anyone interested in furthering their career in fashion, or simply eager to exhibit their skills and design creativity.”

This competition provides a platform for self-made designers and closet dressmakers to showcase their design talent, and to enjoy the substantial media exposure at a national level that has become synonymous with the competition.

Amanzimtoti designer Madelain Clark, who claimed four of the seven fashion awards at last year’s Vodacom Durban July, is a good example of how this competition can advance the career of an aspirant, ambitious fashion designer. “I can honestly say that I can thank this competition for much of the exposure I have received to date,” said Clark . “I often look back to my first raceday and recall how far I’ve come thanks to this competition,” she added.

“I had a young girl call me last week and asked if she could do a profile on me as her favourite designer for one of her exams,” said Clark . “This is something I could never have imagined a few years ago. It was very flattering!”

Owner and designer Lindiwe Kuzwayo of the Lindiwe Kuzwayo Academy of Fashion Design recalls her memories of the Vodacom Durban July Fashion Challenge fondly. “This competition is an essential stepping stone for designers wanting to further themselves in the fashion world,” said Kuzwayo.

“Not only have I participated in this competition but I have judged it on a few occasions,” said Kuzwayo. “Now people remind me of my days on the raceday fashion stage and they remark at how far I’ve come!”

The Vodacom Durban July Fashion Challenge is open to all designers, from unschooled dressmakers to established designers from around the country who are not currently enrolled as a fashion design student.

Those interested in entering need to submit a storyboard to the judging panel, which will select twenty finalists to construct their garments based on their submitted storyboards.

Melinda Gopaul, a 2008 semi-finalist, explains that the storyboard should be attractively appealing yet keeping to their unique style. “The drawing itself doesn’t have to be perfect but their idea and thought process must be reflected in their board,” said Gopaul.

“Designers must design a garment that they can manufacture because if they get chosen as a finalist, the designer comes under pressure to produce the design as it was described on the storyboard,” said Gopaul.

“The storyboard must include a detailed illustration of your one’s, technical drawings, trims and fabric swatches fitting in with the theme “Games People Play”, said Prior. “We are looking for something that is quirky and fashionable, not a stage play of ‘ Alice in Wonderland’,” added Prior.

The twenty finalists will go on to feature in the finals in Durban on 17 and 19 June at Greyville Racecourse, where an elite panel of judges will select the overall winner, which will only be announced on race day.

The Vodacom Durban July Fashion Challenge winner will walk away with R10 000 in cash, a R10 000 Mark Gold Jewels voucher, Police sunglasses, a BlackBerry Storm handset and Vodacom starter pack.

Anyone interested in entering the Vodacom Durban July Fashion Challenge needs to have their storyboards submitted to ICE Models at 42 Lennox Road , Windemere in Durban or the regional Vodacom Offices in Port Elizabeth , Bloemfontein , Cape Town or Gauteng by 16h00 on May 11. The successful finalists will be notified telephonically shortly after the closing date.

Any questions about the Vodacom Durban July Fashion programme can be directed to the fashion programme director Tiffany Prior on (031) 309 6114 or by email on tiffany@dbn.icemodels.co.za

The Vodacom Durban July takes place at Greyville Racecourse on Saturday, 4 July 2009 . More information can be found at www.vodacomdurbanjuly.co.za

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SIDEBAR:
STEPS TO CONSTRUCTING A STORYBOARD FOR THE VODACOM DURBAN JULY FASHION CHALLENGE
By Madelain Clark

1. Read the theme “Games People Play” – “Read the theme, sleep on it, then read it again.”

2. Decide on fabric - “I get inspired by the fabric first of all! I walk into a fabric shop and automatically see the coat. I feel the fabrics that I like and determine what they can be use for. I like to use different textures of fabric because I find it photographs very well and it creates interest and makes people look at it twice.”

3. Colour – “The theme will determine your colour choice but that also will depend on your interpretation.”

4. Design – “I start with the initial shape or design I want and then I end up snipping off here and attaching there until it gets that final shape that I want.”

5. Sketch / Storyboard – “I then put pen to paper and sketch what my overall garment will look like. If you enter a competition like this then I believe it is crucial that what you enter on your storyboard will depict what you will deliver.”

6. Read the theme again.

7. Accessorize – tastefully.

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SIDE BAR:
REGIONAL ENTRY POINTS:

Johannesburg: Sail Building , Stand 13, Riverview Office Park, Janadel Ave, Halfway Gardens, Midrand 1683.

Bloemfontein : Marketing Department: 1st Floor, College Centre. Nelson Mandela Drive . Bloemfontein 9301.

Cape Town : Marketing Department: Vodacom Centurion City , 082 Centurion City Boulevard , Cape Town 8001.

Port Elizabeth : Marketing Department: Vodacom Acres, Corner Cape Road & 1st Avenue , Newton Park 5054.

Durban : Ice Models, 42 Lennox Road , Greyville, Durban 4001.




From left - Two of last year's Vodacom Durban July
Fashion Challenge finalists
Rebecca Reddy and Madelain Clark.
Pic:Anthony Grote /
Gameplan Media



Toti designer Madelain Clark (centre) with
two of her winning design at the Vodacom Durban
July 2008 worn by Michelle Winstanley and
Julie Shuttleworth (right).
Pic:Anthony Grote /
Gameplan Media


Design created by Madelain Clark who took home
the title of the 2008 Vodacom Durban July Fashion Challenge,
modelled by Ayanda of ICE Models.
Pic:Tony Christie /
Gameplan Media



VODACOM DURBAN JULY 2009 THEME: GAMES PEOPLE PLAY

Play the game in your mind,
Don’t let your thoughts be confined,
Once your strategy’s been defined,
Your plan of action will unfold.

It’s on the table you will make your play,
Cut your cloth and lead astray,
Show the masterpiece on the day,
The thrill of winning to behold.

The stark elegance of black and white,
On the chess board that invite,
Backgammon, Solitaire delight,
Result beyond any doubt.

The rich colours of the King and Queen,
It’s on the cards that you must seen,
Show your hand and cause a scene,
Winning’s what it’s all about.

Maybe daring – don’t follow suit,
Drip in diamonds, bling so cute,
Colours of the heart astute,
Or dazzle in club glitz.

Then it’s the joker in the pack,
A different angle of attack,
Do what you like – don’t hold back,
The game’s a battle of wits.

Mlabalaba, dominoes,
Rummy, bridge whatever goes,
You’ll be playing with friends and foes,
But play it your way.

Any game that you embrace,
Create, produce, want first place,
Remember to play your ace,
On Vodacom Durban July Day.

ENDS