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.
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