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Vodacom Group

Vodacom Durban July Fashion Challenge

Wednesday, 11 May 2011

Durban - With just over a week until the deadline for the 2011 Vodacom Durban July Fashion Challenge, designers across the county are in a flurry to get their storyboard entries in for one of South Africa's hottest fashion competitions.

Designers are asked to design a raceday ensemble, with a hat and relevant accessories, which is stylish, fashionable and encompasses the spirit of one of South Africa's most prestigious events, the Vodacom Durban July set to take place on Saturday 2 July.

Open to anyone with an eye for fashion, this popular pre-raceday fashion competition, has many designers pondering on the direction they will take their garment that will reflect this year's raceday theme "A Right Royal Affair."

Amanzimtoti designer Madelain Clarke is no stranger to the Vodacom Durban July Fashion Challenge, having won it in the past, and enthusiastically recommends to emerging designers.

"Absolutely! The Vodacom Durban July Fashion Challenge provides designers with two essential and invaluable things, fantastic exposure and the opportunity to measure yourself against other designers who are generally the ‘cream of the crop'," explained Clarke.

Clarke, who has won various pre-raceday and raceday competitions in the past and was selected as one of the elite Vodacom Durban July Invited Designers in 2009, now focuses  her attention on her successful business, Madelain Clarke Exclusive, creating bridal, evening and cocktail-wear for clients.

Another favourite in the line-up of finalists for the Vodacom Durban July Fashion Challenge is Hanrie Lues who has recently relocated to Durban from Bloemfontein. Lues, who is currently a finalist in the 031 Collection New Designer Award, recalls fond memories of when she first started entering the Fashion Challenge.

"In 2005, when I was first selected as a finalist, my boyfriend and I decided to come to Durban for the event for the first time and it truly opened my eyes as to what fashion can be," she said. "The Vodacom Durban July is honestly the reason I'm still in fashion and is always an annual highlight!"

Lues has been selected as finalist in the Fashion Challenge competition for six consecutive years and is eager to make this year number seven. The bubbly designer is currently designing for Just Proms boutique in Glenwood, whilst she sets her mind on this year's competition.

Designers wanting to take part in the competition need to submit their storyboards by no later than 20 May. On 23 May an esteemed panel of judges will select ten finalists from the submitted storyboards who will then make up their garment.

Final judging will then take place on 17 June at the Vodacom Durban July Fashion Showcase in Durban. The winner  will only be announced on raceday and will walk away with R5000 in cash and many more lavish prizes still under consideration.

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