OFFICIAL PRESS RELEASE
Stuttgart, Germany, Jul 17, 2008
Mercedes-Benz Dutch Fashion Awards: A fashion award for up-and-coming Dutch designers
In cooperation with the Dutch Fashion Foundation (DFF), Mercedes-Benz established the Mercedes-Benz Dutch Fashion Awards in 2007 to encourage talented new fashion designers in the Netherlands. The DFF is a network of Dutch fashion designers, photographers and graphic designers. Each year, a young Dutch designer with the greatest potential for international success will be honoured with the award.
Experts from the Dutch fashion scene first propose a variety of designers as candidates for the competition, seven of whom are then nominated to appear at the Mercedes-Benz Dutch Fashion Awards. At the gala event, each of the nominees presents 15 outfits. The winner is selected by an international jury of fashion experts and journalists, and receives a prize of 25,000 euros. The award presentation takes place in the Beurs van Berlage, Amsterdam's former stock exchange building, with about 800 guests in attendance.
The goal of the Mercedes-Benz Dutch Fashion Awards is to encourage outstandingly talented designers and thereby strengthen the Dutch fashion industry at the international level. Mercedes-Benz also supports the Prelude fashion shows in cooperation with DFF. The Prelude shows take place each year in January and July on the evening before Amsterdam Fashion Week, and are among the most important platforms for talented fashion designers in the DFF network.
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