Launch of Kronenbourg 1664’s L’Aperitif Fashion 2013

[Fashion]

It was a really bright and sunny morning on 18 June 2013 when I headed over to the Majestic Hotel in Kuala Lumpur for the launch of Kronenbourg 1664’s L’Aperitif Fashion which is back for the 2nd consecutive year and will provide a platform for local designers to showcase their creations and gain recognition in the Malaysian fashion industry.

The search garnered over a hundred entry submissions throughout the month of May, out of which only 20 finalists were chosen to move on to the next round where 10 lucky participants will be shortlisted for the grand finale.

This year’s prize will be even more fulfilling than the last with the winner having the opportunity of a lifetime to intern for 3-months at a top fashion house in London, recommended by its Patron Datuk Prof. Dr. Jimmy Choo O.B.E.

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A bright and sunny day, perfect for some ice-cold Kronenbourg 1664!

A bright and sunny day, perfect for some ice-cold Kronenbourg 1664!

Most of you would undoubtedly know by now that I choose the Kronenbourg 1664 lager from this bucket as it prefer the stronger hops flavour as compared to the Blanc.

Most of you would undoubtedly know by now that I choose the Kronenbourg 1664 lager from this bucket as it prefer the stronger hops flavour as compared to the Blanc.

So wished I had one of these beer towers in my house.

Known as the French champagne of beers, Kronenbourg 1664 through it’s L’Aperitif Fashion’s platform is for the 2nd consecutive year providing budding designers an avenue to showcase their talent and skills. This is in line with the brand’s endeavours to showcase the French sense of lifestyle, culinary and fashion to the Malaysian consumer.

Miss Universe Malaysia 2013 Carey Ng was the MC for the event

Miss Universe Malaysia 2013 Carey Ng was the MC for the event

Designes by Hariharan Arasu, winner of Kronenbourg 1664 L’Aperitif Fashion 2012

designs by Hariharan Arasu, winner of Kronenbourg 1664 L’Aperitif Fashion 2012

Carlsberg Marketing Director Juliet Yap and fashion designer Keith Kee who will be one of the judges for the competition.

Carlsberg Marketing Director Juliet Yap and fashion designer Keith Kee who will be one of the judges for the competition. Juliet also mentioned that this year’s Kronenbourg 1664 L’Aperitif Fashion is partnering with the biggest names in the local fashion industry for a more robust and exciting competition whereby 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 presents a complete learning experience throughout the competition. To add to the realism of real world scenarios, competitors will have to even come up with proposals and pitch to the judges. Keith Kee however mentioned that he wished that there was such a platform as L’Aperitif Fashion when he was a budding designer as that would have helped him in the early days of his career.

Hariharan with his models

Hariharan gushed, “L’Aperitif Fashion was the perfect platform for me to showcase my designs to the public and fashionistas of Kuala Lumpur. My 5 day mentorship in London in March this year with Datuk Prof. Dr Jimmy Choo O.B.E was an amazing learning experience and has helped to kick-start my career in the industry.”

Keith Kee and Juliet Yap

Keith Kee and Juliet Yap

Cassandra and Belle

Cassandra and Belle

After the press conference we had a delicious lunch with canapes specially designed to go with the Kronenbourg 1664 beer

After the press conference we had a delicious lunch with canapes specially designed to go with the Kronenbourg 1664 beer

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While the revered Datuk Prof. Dr. Jimmy Choo will remain the patron of the campaign, other iconic fashion personalities will also come on board as judges for this year including the much sought after fashion designer Keith Kee.

However the role of Mentor this year will be undertaken by Malaysia’s outstanding fashion guru, Gillian Hung who lends her expertise and in-depth knowledge of the industry to the search. Her participation brings new perspective and understanding to the competition and will help guide the final 10 finalists in producing each finalists’ grand finale collection of five outfits.

With the theme ‘French Masterpieces’, finalists will be graded on outstanding creativity, skill of workmanship and the inspirations they have drawn to celebrate the richness of the French culture.

Partnering Kronenbourg 1664 will be key sponsors The Majestic Hotel; providing the Official Venue for the entire campaign and L’Oreal Professionals who will be helping to create hair masterpieces to add another dimension to the showcase.

For more information on Kronenbourg 1664, head over to www.kronenbourg1664.com.my/LAF

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