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MUMBAI:
The Lycra MTV Style Awards, will return on 25 October 2007,
with its new theme 'It's My Style.'
The
fifth year of Lycra MTV Style Awards will see the college
students from various fashion institutes not just showcasing
their designs along with leading fashion designers but also
walking the ramp with top models in Mumbai.
Keeping
with the theme, this year's function will feature designers
- Manish Malhotra, Abhishek and Nandita, and Vikram Phadnis
presenting their respective lines. Further, Lycra's brand
partners - Lifestyle, Park Avenue and Lee Cooper will be opening
this year's Lycra MTV Style Awards with a collection titled
'Universe of the young', that will forecast the youth trends
and looks in 2008.
'Uniforms',
'Gangs' and 'Retro' are the three interpretations of the theme,
that will be showcased by Abhishek and Nandita, Vikram Phadnis
and Manish Malhotra respectively.
Further,
'My Tee' is the fourth interpretation that will be presented
by India's budding fashion designers - students from one of
India's premiere fashion institutes. These students will be
mentored by Vikram Phadnis, who will help them put their collection
together.
MTV
India VP creative and content Ashish Patil said,"Style
today is right up there on young people's agendas and they
are defining their own personal styles in every way, be it
the clothes they wear to the lifestyles they lead. That is
why we've handed over this year's Lycra MTV Style Awards,
in the tradition of all we have always done at MTV to our
audience. Where they will not just view the show, but make
the clothes, wear them and decide who wins."
Lycra
brand and MTV will also kick off with a three city model hunt
to find India's next generation of models. The model hunt
will be held in Delhi, Mumbai and Bangalore from 4 October
to 8 October and the winners of the Model hunt will be judged
by a jury comprising Neha Dhupia, Ambika Pillai, Manoviraj
Khosla and Sheetal Mallar.
This year's panel for 'Lycra MTV Style Awards' includes Atul
Kasbekar, Farah Khan, Neha Dhupia, Anaita Adajania Shroff,
Raghavendra Rathore, Ramona Narang, Sheetal Mallar, Rohit
Bal, Prahlad Kakkar, Manoviraj Khosla, Ambika Pillai, Narendra
Kumar Ahmed and Mickey Contractor.
Speaking
on the occasion, Invista apparel business EVP Europe, Middle
East, Africa and South Asia Max Wiesendanger said, "The
Lycra brand defines all that is stylish, hip and fashionable,
personified in our product innovations and association with
leading designers, international and domestic fashion brands."
"The
phenomenal response from prominent celebrities and people
in general to these awards proves Indians are as appreciative
of fashion and style as people the world over. Lycra brand
translates these aspects into reality by helping create apparel
that's hip and happening, satisfying the hunger for fashion
amongst consumers, " added Wiesendanger.
This
year, Lycra MTV Style Awards will have 15 categories (14 of
which will be selected by the expert panelists and one for
the "Most Stylish Couple" will be chosen by MTV
viewers. To vote for their 'most stylish couple' viewers can
either log on to www.itsmystyle.mtvindia.com or sms
'style' to 56882.
The
Awards will also be promoted through an extensive campaign
running across print, outdoor, on-air, mobile and online via
mtvindia.com. Partners on the event include Lee Cooper, Lifestyle,
Park Avenue, CNN-IBN and Planet M.
The
Lycra MTV Style Awards 2007 will be rolled out in association
with Brylcreem, Pepsi, Wrigley's and Sony Ericsson.
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