Attention Please!?
“Look – at – me!” Celebrities seek attention at almost any price by flaunting their blingbling. At the same time the Yellow Press’ “Selling over Stars” engendered a quota-oriented style dictatorship. It is very clear: glamour is in fashion.
In the old days anyone who wanted to be taken seriously acted reserved and respectable. These days the “Economy of Attention” increasingly dominates the fashion image. Charisma turned into commerce. Everything screams: buy me! The questions remain: What is beautiful? What makes people look god? What is the impact of fashion today? Is it about identity or status? Is it about sales, attention, or beauty? Are there any dreams and visions left? Does elegant simplicity or quiet grandeur have any significance? Can beauty provide comfort? The European Fashion Award – FASH 2011 is looking for answers to these questions under the title “Attention Please!?”.


Phase 1: Analysis
The first phase of the entry encompasses an independent analysis of today’s relationship with fashion. This means the student’s own point of view – whether in the streets or in the closet at home. The analysis results shall be documented and supplemented by the student’s own photographs. Media such as blogs or fashion magazines are not permissible.
Only in the second step will the student further corroborate his or her analysis by researching the appropriate publications such as market studies, books, articles or essays. In addition, the student shall define ‘fashion’ in his or her own words.
 
Part 2: Concept
The concept on the topic “Attention Please!?” is to be based on the analysis. The jury is looking for independent and consistent designs. They can be close to current market trends, yet should offer more than just a representation of the latest trends. To accomplish this, the student needs to reflect social and economic, as well as cultural and political processes.
 
Phase 3: Design
Based on this established concept the third phase of the competition includes the conversion of the results into a collection with a minimum of five outfits. Two complete outfits need to be submitted to the jury evaluation. The student may freely choose the segment (e.g. business, leisure or athletic apparel). Accompanying accessories are permitted. The participant may also select between womenswear, menswear, or complete collections, depending on the results of his/her analysis. There is no restriction as to seasonal apparel.



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