“We need to keep in mind, designers are the heart of the fashion industry.” declared Alber Elbaz at the beginning of the “Designer For Tomorrow” Award 2017, presented by Peek & Cloppenburg and Fashion ID, in a video message. With that statement, the very renowned french designer underlines the importance to support and guide upcoming talents. After him, sundry other star designers, such as Zac Posen and Tommy Hilfiger, were shown on a big screen and sent their wishes to Stella McCartney, who was hosting the award this season. The patrons support the young designers throughout the DFT programme. Thanks to that support, they get the chance to make themselves a name in the fashion industry, be discovered and present their name to various important people within the fashion industry, such as important editors and the general public. This programme includes an own sponsorship programme, personal mentoring by the Jury and Advisory Board and an own fashion show during Mercedes- Benz Fashion Week Berlin.
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This season, the DFT was even more special because it celebrated its tenth anniversary. The striking show started with a presentation of the new collection of last years’ winner, Edda Gimnes. Her colourful creations, handprinted prints, couture appeal and oversized hats felt like a pure jollification and like a celebration of arts and fashion. She stayed true to her motto: “Be more brave in the way you dress.” Her vivid collection definitely deserved devotion and stayed in mind.
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