A Design Delight-Mercedes-Benz -IMG Start Up Event

Written by Treasure Seeker Colleen on location in Vancouver!

On August 16th at Mercedes-Benz in North Vancouver, we were welcomed into a light filled space perfect for displaying beautifully designed cars as well as the exciting work of five new local fashion designers. Titled "Start Up", this event showcased the work of five new (less than five years) local designers, two of whom will go on with two Montreal designers to Toronto Fashion Week and will have many mentors from experienced industry professionals to further advertise and develop their brand and business. This program, which is focused on discovering and promoting Canadian talent, combines the creative business forces: Mercedez-Benz and LG Fashion Week Beauty by L'Oreal, Paris. Every year, the program will be offered in two different Canadian cities.

We were welcomed with valet parking (staff attired in black and white) and checked in along a brief runway and then into a tastefully decorated showroom where we had the pleasure of drinking signature cocktails (and a huge variety of refreshments) as well as sampling the delicious appetizers prepared by Major the Gourmet. The huge space was so well organized that we could sample and circulate easily as well as have pictures taken with friends and, of course, the luxury cars. Audience viewing was easy thanks to the careful work of set-up staff (also in black) and we received copies of Fashion and Mercedes-Benz magazines to keep the idea of fine design at the fore front.

Introductions were by Project Runway Australia Judge and Global Production Director, IMGFashion, Jarrad Clark, and Michael Minielly, Supervisor, Public Relations, Mercedes-Benz Canada and Robin Kay, President, Fashion Design Council of Canada. All spoke about the importance of acknowledging Canadian design accomplishments and ensuring its continuous development. I have attended and blogged Toronto Fashion week and it was great to see Robin Kay at this Vancouver event, as she is an example of someone who began her career as a young Canadian designer and continues to promote Canadian Fashion locally and around the world.

Aritz1a Director, Yumi Eto and Fashion magazine staff member and journalist, Catherine Dunwoody were also in attendance, again, examples of the many business partnerships it takes to make designers successful.

The runway collections were: Shelley Ediger, SWIM, Lindsay Walsh, STANDING ARMED, Adam Taubenfligel, TRIARCHY, Cassie Dee, CASSIE DEE and Lexi Soukoreff, DAUB + DESIGN. Of these 5 finalists, the winning two designers, who will go on to Toronto Fashion Week (and much more) are: Adam Taubenfligel and Cassie Dee, both working in Vancouver. Congratulations to all of the designers for their inspirational fashions! Kudos to Start Up, a fabulous initiative that will benefit all of us. Thanks to all!

Finalists Adam Taubenfligel and Cassie Dee