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Mercedes-Benz Canada and IMG launch Operation Booting

Mercedes-Benz Canada and IMG, a company operating in the fields of sports, fashion and media, today announced the launch of Operation boot of Mercedes-Benz.

Developed in conjunction with the Week LG / Beauty Fashion by L'Oreal Paris, Operation startup Mercedes-Benz is a new initiative which aims to create a national platform used to discover and support new promising Canadian designers have been in business less than five years. By putting these people particularly gifted in contact with a group of industry experts, the program will mentor brilliant Canadian talent to help them develop a wide range of skills and be better known by the intermediary of 'unique and exclusive opportunities. Couple has valuable experience gained in concrete actual working conditions, this privileged access to expert advice industry will put participants on the path to success and give them the knowledge and confidence necessary for a successful career in the field of fashion.

Suite today's announcement, the team of Operation startup Mercedes-Benz will begin to meet influential people in the fashion world (media professionals, buyers and educators) major Canadian markets to identify talented and ambitious designers who would be good candidates.

All submissions will be reviewed and evaluated by a jury composed of industry professionals, who respect a list of specific criteria established to ensure that a process unfolds with objectivity and justice. This set of bids, the jury will select a total of 20 designers has admitted following step: the semi-finals of the competition.

During the first year, the semi-finals will take place in two provinces, but the second year they will take place in four provinces. This will ensure the national dimension of Operation boot of Mercedes-Benz and will be easily accessible program for designers across the country.

The semifinals will select a total of four designers who will be invited to show their collections at the National Finals to be held during the official activities of the Week LG / Beauty Fashion by L'Oreal Paris in October 2011. This give participants the opportunity retained unique exhibit their creations on the catwalk, in front of thousands of important representatives of the industry.

After the national finals, only one of the four semi-finalists will have the final stage of Operation startup program of Mercedes-Benz. The selected person will win the chance to be framed by significant industry mentors for a period of five months. These experts will help to prepare his first solo fashion show, which will be presented as part of the activities of the Week LG / Beauty Fashion by L'Oreal Paris in March 2012.

"Mercedes-Benz has always maintained a clear link between the brand and the advanced design since the company invented the automobile there are more than 125 years. In fact, many vehicles Mercedes-Benz timeless and avant-garde have inspired and created entirely new segment in the automotive industry, "said Tim A. Reuss, president and general director of Mercedes-Benz Canada. "I am very impressed by the tremendous reservoir talents that there is here in Canada. Given the emphasis that we are constantly on expressive design, it is quite natural for our company to contribute to promote opportunites in an industry that shares the same basic principles. Supporting emerging designers to help them develop their field skills through the intermediary of Operation startup Mercedes-Benz, I'm sure we will be able to strengthen the Canadian fashion industry and emphasize its importance and its reputation on the world stage. "

Peter Levy, senior vice president and general manager of IMG Fashion, said: "The Operation startup Mercedes-Benz will give Canadian designers the opportunity to climb the echelons in the industry and guide them to success. "Announcing the launch of the program, Mr. Levy also added:" The goal is to establish a platform to these designers to exhibit their talent in a professional setting while being followed by d significant mentors from various industry segments. "

"Week LG / Beauty Fashion by L'Oreal Paris has become a national hub for designers across the country, allowing them to exhibit their talent in the international arena," said Robin Kay, for its part, presidente FDCC (Fashion Design Council of Canada). "We are excited to build relationships with young designers around the country thanks to the support of Mercedes-Benz and IMG. Week LG / Beauty Fashion by L'Oreal Paris will be for the designers a world class podium giving them an unprecedented opportunity to make themselves known. "

For more information or to register, please visit: http://www.mercedes-benzstartup.com/

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