|
|
|
Competition details
|
|
Briefing
“The Challenge is to translate good research into a clear direction and concept and then create out of this a fashion story. The final product must be relevant to today's market.“ Jury member Danielle Sellwood, Active Market Editor, WGSN.
A look at the streets shows that what people wear has fundamentally changed: fleece jackets to the office, cargo pants on business trips, hardshells on the way to the opera. And sneakers have long since replaced traditional shoes.
Is sportswear just in fashion’ or is there more behind it? What is happening here and why? What are the roots of the dynamic fashion segment ‘sports-inspired fashion’? |
|
Part 1.: Analysis
|
|
The first part of the work should contain an independent analysis of this change in what people wear. With the help of a focus group selected by the participant, questions such as the following should be answered: How does this group live today?, How happy are they with what they wear?, How and why do they integrate sports clothing into their daily lives?, Where or on what occasions are sports fashions worn?, or even How is sports-inspired fashion presented in the shops?. The result of this analysis should be complemented with research of relevant publications such as market studies, books or articles.
Alongside empirical methods of qualitative social studies such as participative observation, individual case studies or interviews; design-specific tools such as photos, collages, or mood boards are also suitable. |
|
Part 2.: Design Concept
|
|
Based on the analysis, a design concept should be created on the subject of sports-inspired fashion. It is up to the participant whether this design concept is close to the market or future-oriented. The requirement is an independent and coherent design concept. |
|
Part 3.: Fashion Design
|
|
Based on this well-founded design concept, the third part of the work must show the results as either one outfit or a collection. This is your choice however one outfit must be submitted.
The design of the outfits should combine sports and style into a look in a way that takes customers seriously in their emotional and functional needs. Whether the design is for womenswear, menswear, or a collection for both is left to the participant and depends on the analysed target group. A season is not specified. |
|
Further information for the competition
|
Participants
The competition is directed at talented design students from all design disciplines, particularly from textile and fashion design. Students from the 4th semester upwards and currently registered at a European University or Fashion School are eligible for entry. The project work should be carried out specifically for this competition. Projects can be submitted by individuals, or even better, by interdisciplinary teams and/or cooperative efforts with a company. Also acceptable are intermediate diploma or graduated projects (Diploma/Certificate, BA or MA) if they comply with the Briefing and are carried out during 2004. The submitted projects should not have been previously publicised.
Jury
The jury are of internationally experienced experts in design, industry, marketing, the media and the trade. They will select the winners in accordance with defined criteria.
Jury 2005
Lewis Grundy, Product- und Marketing-Director, Berghaus
Marcel Herrig, Unicut Design Office
Ulrike Proß, Marketing, The North Face
Joachim Schirrmacher, Editor-in-Chief, Style in Progress
Danielle Sellwood, Active Market Editor, WGSN
Martin Trautmann, Shop “Boarders” in Munich
Judging Criteria
The Jury will examine all Projects according to the following criteria: - overall concept (analysis, strategy, interdisciplinary outlook, corresponding to the briefing)
- innovation/vision (combination of sports and style, technological impulses)
- The quality of the presentation and the finishing of the garments (drawing quality, workmanship, fit, colour concept, material selection)
- area of application, functionality, practical value
Prizes
The total prize money for the “sports-inspired fashion award 2005” amounts to 7,000 Euros.
1st prize: 4,000 Euros
2nd prize: 2,000 Euros
3rd prize: 1,000 Euros
Berghaus (Outdoor Apparel, Backpacks, Shoes), Sunderland/Uk., Girbaud Active, Kitzbühel/Austria and Tommy Hilfiger offered a paid (500 Euro/Months) internship.
The best portfolio will be presented on the WGSN Website.
The jury is free to divide up the prize money in a different way. Furthermore, the jury is also free to award additional “Honourable Mentions” which are not necessarily connected with a award of prize money. Decisions of the jury are final.
Thanks to sponsorship by ispovision, the winners will enjoy additional communications support: - booth/exhibition space
- award ceremony/show, press conference
- integration into the ispo communications media (daily news, magazine, newsletter)
- publication on the Internet, including a presentation on the award website as well as a link to the winner’s own website (if one exists)
- press release
- listing in the ispo media data bank
In this way the winners will present their work to approximately 55,000 trade visitors and over 2,000 international journalists at ispo.
Starting December 15th, all participants are invited to sign up for free entrance to the award ceremony as well as the ispovision and ispo fairs: visit.ispo@stiftung-bekleidungsindustrie.de
Award Ceremony and Exhibition
The award ceremony takes place at ispovison from February 6th to 9th 2005 in Munich.
The Accommodation for the winners is provided by Messe Muenchen from February 6th to 9th. For groups, hotel charges will be covered for a double room for 2 persons. The winners pay their own travel costs and any other expenses personally.
Applicants agree to appear in person at the award ceremony in Munich in the event of winning a prize. The exact date will be communicated in time.
Competition timing - Registration deadline: 17th of December 2004
- Submission deadline is the 11th of January 2005 (date of postal stamp). Arrivals after the deadline will not be accepted.
- Jury meeting: 18th of January 2005.
- All participants will be notified in January (no answer will be given over the phone).
- Award ceremony and exhibition: At the ispovision fair from the 6th to 9th of February 2005
Competition Contribution
The work to be submitted is divided into three parts: - Documentation of the analysis and the concept
- Presentation Chart
- Outfit
Documentation of the analysis and the concept
a) Summary (2,500 characters/380 words typed in English).
b) Analysis documentation and the resulting design concept typed in English.
Length: 10 to 30 text pages; maximum of 20 illustrated pages, technical drawings/description, material, colour and fabric concept; maximum of 10 photo pages.
Format: A4 (210 mm x 297 mm)
Presentation Chart
Design concept presentation using illustrations, technical drawings, colour and fabric concept.
Format: cardboard A3 horizontal (420 mm x 297 mm)
Outfit
One outfit must be submitted for the jury meeting.
The garments presented must be German sizes: women 38 or M, men 52 or L.
Should an entire collection win a prize, all outfits must arrive in Munich by the 21st of January 2005 at the latest for inclusion in the award ceremony.
Every single piece must be noted the participant’s name and complete address on the back (or on the inside of clothing pieces).
Digital-media submissions are not acceptable.
Fabrics/Materials
The fabric intended for a design are often very difficult to procure in small amounts. This is especially true for functional textiles, one of the drivers of the sports-inspired fashion segment.
The jury is well aware that prototypes are being submitted. The desired effects (breathability, stretch, etc.) can often be imitated with other materials. For this reason, it is important to give a detailed description of the desired materials and colours in the presentation chart.
Schoeller, Pertex and Polartec providing selected fabrics for this competition. They can be purchased in small amounts at extremtextil. A Password is needed. It will send via Mail after the Registration.
extremtextil
Mail-order of Outdoormaterial
Ratiborstrasse 12
D-10999 Berlin
Phone/Fax +49 (0)30 - 69 51 69 49
mg@extremtextil.de
www.extremtextil.de
In order for the garments to allow the materials to function correctly, special production methods such as taping and welding are often necessary which can only be carried out with special tools, this will not be expected for the prototypes but should be explained in the description.
Statement New Realities
Fashion has always been a good indicator for what is happening in society. The growing importance of today's move towards "sports fashion" shows a greater need for more dynamic and functional clothing.
Collections from Escada Sport or Stella McCartney for adidas show how far reaching the sports fashion cross over is. Its future may be comparable to great social leaps such as those created by Biedermeier, Bauhaus or the movement of 1968.
The enormous change in attitude towards clothing is not being taken seriously however, as, on the whole, sports fashion to date has only been created superficially and aesthetically. To adapt to this change would mean a difficult and painful redefinition of our own image. It is also not easy to combine two worlds that previously had little to do with one another: the world of fashion and style with the world of technical fabrics and functional features. Consequently, the demands on fashion designers have
increased tremendously.
The German Apparel Industry Foundation is focusing on this new reality with its invitation to students to submit design entries this year. I greatly welcome their commitment, which in turn will help students prepare and adapt
for the future. I also hope that the foundation will receive continual support from the industry and that all entrants will gain a lot of insight, produce excellent designs and, of course, enjoy great success through their participation!
Elke Giese
Head of Fashion, German Fashion Institute Partner |
|
|
