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European Fashion Award FASH 2011 | "Attention Please!?"

Award Presented By The German Fashion Industry Foundation

"Look - at - me!" The "Economy of Attention" seems to dominate fashion. Yet what is today's fashion? Is it about identity, or status, or bling bling? Are there any dreams and visions left, or has commerce displaced charisma? The European Fashion Award - FASH 2011 under the motto "Attention please!?" is looking for answers to these questions.

For the first time, students from all over the world are invited to enter this competition. FASH 2011 targeting exceptionally talented design students from all sectors of design beginning with the fourth semester. A second category allows for entries consisting of graduate projects.

The registration deadline is September 21st, 2010; submission deadline is October 14th, 2010. The detailed competition entry procedure is posted at An international jury consisting of experts from the areas of design, retail, marketing and the media will select the winning projects according to predetermined criteria.

Following are the members of the 2011 jury:

Marcel Herrig, Unicut Design Limited, Shenzhen, China

Torsten Hochstetter
, Creative Director Adidas Sport Style (Originals, Y3, SLVR, Porsche Design, Style Essentials), Herzogenaurach

Marion Feldmann
, Divison Head Womens Fashion, Otto, Hamburg

Ivonne Fehn
, Fashion Director, Süddeutsche Zeitung Magazine, Munich

Joachim Schirrmacher
, Büro für strategische Kommunikation (Agency for Strategic Communications), Hamburg

Dorothee Schumacher
, Founder and General Manager Schumacher, Mannheim

Photo right by Gregor Hohenberg, Berlin

The prizes for the 2011 competition are more attractive than ever. For the first time the winners qualify for a photo shoot in Berlin of all winning collections provided by renowned fashion photographer Gregor Hohenberg, who works for magazines such as Vogue, Elle or GQ.

In addition to comprehensive communications services and cash prizes there are also two internships: at the headquarters of Adidas Sport Style in Herzogenaurach, and at Schumacher, the global fashion label from Mannheim.

The award winning collections will also be presented in a special exhibition at ispo 11 from February 6th to 9th, 2011, as well as introduced to the international fashion retail scene and the media during an official award ceremony.

The European Fashion Award FASH by the German Fashion Industry Foundation (SDBI) has been held annually since 2005. Thanks to its tradition, fairness and strictly professional direction, challenging assignments, international jury and elaborate evaluation of the submitted fashion designs, documentation, and last but not least due to the career success of former award winners, this competition has become one of the world's most respected awards for fashion design students.

Fashion entrepreneur Klaus Steilmann started the SDBI foundation in 1978. The goal is targeted endorsement of promising new designers. In 2008 the foundation's charitable work was honoured with an award as part of the German government and commerce initiative "Deutschland - Land der Ideen"/"Germany - Land of Ideas".

Here you can download the complete call for entries and the entry form as pdf.
For more information please visit

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