Winner of fashion showcase to qualify for three-month internship in London

KRONENBOURG 1664 L’Aperitif Fashion 2013 returns for another year of fashion-forward inspirations.

Themed “French Masterpieces”, this year’s competition casts a wider net and is slated to be one of the most attractive fashion showcases in 2013.

With over 100 entries submitted throughout the month of May, only 20 made it to the next round where 10 lucky participants will be shortlisted for the grand finale.

The winner of this competition will qualify for a three-month internship at a top fashion house in London, recommended by its patron Datuk Jimmy Choo.

A collection of designs by Deepa Sulathireh, titled
Unique: A collection of designs by Deepa Sulathireh titled ‘I am a prisoner of my own mind’. Deepa is among the 20 semi-finalists in the Kronenbourg 1664 L’Aperitif Fashion 2013.

Apart from Choo and mentor Gillian Hung, one of Malaysia’s notable couture designers Keith Kee also comes on board as judge for this year.

The judging criteria will be guided by the chosen theme.

Designers will be graded on their creativity, skill of workmanship and the inspirations they have drawn to celebrate the richness of French culture. Other than extraordinary creativity, consistency is important as the participants present their collections.

“For instance, the fabric in which they decide to incorporate the actual fashion piece and how they plan to choose the music and make-up will be the key to achieving the ideal stage effect for the audience,” Kee said during a media Q&A session at the launch.

It is clear that each of the 20 semi-finalists has applied the French fashion elements with their unique fashion sense influenced by different aspects of French culture in their fashion sketches for this competition.

Fashion designer Keith Kee and Carlsberg Malaysia marketing director Juliet Yap during the media Q&A session at the Kronenbourg 1664 L¿Aperitif Fashion 2013 showcase.
Q&A session: Kee and Yap answering questions posed by the media.

The final 10 will be guided by Hung in producing a grand finale collection of five outfits each.

“Each finalist will have to learn the ropes of becoming a fashion designer in the real world.

“The entire process has been refined to ensure that the platform provides not only an avenue to showcase their talent but also presents a complete learning experience during the competition,” said Carlsberg Malaysia marketing director Juliet Yap.

“L’Aperitif Fashion was the perfect platform for me to showcase my designs to the public and fashionistas of Kuala Lumpur.

“My five-day stint in London in March this year with Choo was an amazing learning experience and has helped to kickstart my career in the industry,” said last year’s winner Hari-haran Arasu.

Joining the competition as key sponsors are The Majestic Hotel as the official venue and L’Oreal Professionals who will be creating hair masterpieces to complement the showcase.

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