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Press Release

Creativity with cotton at its best

Section :Other Briefs, Category : Marketing

Company Brief
Mumbai, February 23, 2011

Cotton Council International is delighted to announce Govind Kumar Singh as the winner of Let's Design season 3. Govind beat out some of India's best young designers to be crowned Best Designer.

"With Let's Design we believed in eliciting the latent talent of aspiring young designers across the nation and highlighting the fashion potential of cotton", Ms. Agnieszka

Fijol, Cotton Council International Representative (Program Head - India), said, "The judges had a very difficult job as the standard was extremely high this year. Through his designs, Govind brought a unique style and creativity to cotton, which I think made everyone see cotton in a new light. This is a fabric that goes beyond wardrobe basics and

Govind opened the door to a world of haute couture for cotton. He is a very deserving winner and I don't doubt we will be hearing about him in years to come".

Govind will be launched by India's biggest fashion house Kimaya across all Kimaya stores in India and Dubai. Urvashi Joneja was the runner up and will be going to the fashion capital of the world, Paris. Impressed by the high standard in the competition, the judges surprised everyone by announcing additional prizes. Rocky S announced a three-month internship at his design house for Manjari Medhavi, Madhuri Manohar won a one-month internship with Gayatri Khanna, and Prabhat Kumar a styling opportunity with Verve magazine.

The path for these contestants began back in December when CCI announced the third edition of its fashion design contest - Let's Design with the theme "Naturally in Love". The pan India contest kicked off on December 18, 2010 with the call for entries, which closed on January 18, 2011. CCI received 791 entries nationally: 184 from Bangalore, 57 from Kolkata, 403 from New Delhi and 147 from Mumbai. From the vast entries received only 90 were short listed for the regional rounds. An eminent panel of Indian designers judged the regional rounds of the contest, which took place on January 25 in Bengaluru, followed by January 27 in Kolkata, January 29 in Delhi and January 31 in Mumbai. The contest culminated in a start-studded fashion show on February 14 in Mumbai.

At the Regional Rounds, the contestants brought their sketches to life in cotton, presenting their interpretation of the theme to a panel of fashion experts.Each contestant's design was modelled before the judges who also asked questions about the design, how it related to the theme and utilized cotton's characteristics.

Judges in the regional rounds consisted of Indian designers and Bollywood actors, including: Prasad Bidapa and Deepika Govind along with Nicole Faria in Bangalore; Agnimitra
Paul and Kallol Datta along with Jacqueline Fernandez in Kolkata; Rina Dhaka and Poonam Bhagat along with Jacqueline Fernandez in Delhi and Masaba Gupta and Swapnil Shinde along
with actor Celina Jaitley in Mumbai.

The 16 finalists from the regional rounds were brought to Mumbai, where they stayed under one roof in a 'Reality House' and were judged on their execution of various tasks given to them to test their skill, passion and creativity. The reality house celebrity jury included leading Indian fashion designers Rocky S and Gayatri Khanna along with fashion expert Nisha Jhagiani, Fashion Director of Verve magazine. The eliminations at the 'Reality House' took place between February 2- 13, 2011 in Mumbai.

With Let's Design CCI's objective was to invent a whole new cotton fashion statement this season. After surviving a series of challenges, the eight finalists ascertained a new dimension of cotton aesthetic, creating a splendid array of outfits for every occasion and for all seasons. The talent and creativity showcased on the ramp during the grand finale fashion show recognized individuals for their inimitable imagination and style.

The glitterati filled finale evening anchored by Shibani Dandekar saw the presence of members from every segment of the fashion fraternity for the felicitation ceremony at the Hotel Lalit Intercontinental. The event showcased mini-collections of each of the eight finalists as a part of the final judgement. The presentation was interspersed with a pulsating performance by Raghav Sachar followed by a scintillating performance by Sandeep Soparrkar and Jessy Randhwa. As an inspiration to the season 3 participants, Let's

Design season 2 winner Priyanka Grover flaunted her creations inspired by the theme "Naturally in Love".

Designer and jury member Gayatri Khanna said, "Let's Design is a unique concept developed by CCI. I'm happily surprised to see the spectacular outfits made by the participants.

While giving tasks to the participants I was always excited and looked forward to what's new with these designers. Though we had a tough time deciding on the winners but it was enjoyable to see the level of enthusiasm and creativity of the budding designers."

An impressed Rocky S, designer and jury member said, "I believe that the talent and creativity wherever in the world should be found, applauded and rewarded. It was amazing to watch participants conceptualizing and weaving their creations around cotton. I congratulate CCI for providing a platform like the Let's Design contest."

Added jury member and fashion director Nisha Jhangiani, "It's heartening to see so much creative talent in the country; a great sign for our growing fashion industry. I was especially surprised to see the level of innovation with cotton, which is one of the most relevant fabrics for India. I look forward to seeing the winners of Let's Design 3 surge ahead and continue to make us proud. Kudos to CCI for selecting a great batch of budding designers and providing them with this phenomenal platform to showcase their work."

Speaking on the occasion, Mr. Pradeep Hirani, Chairman, Kimaya Fashion Pvt Ltd said, "We are happy to partner with Let's Design season 3. We are positive that this contest will give India's emerging designers a platform to create trend-setting designs in cotton. We will be delighted to showcase the winning designer's collection amongst other masterpieces created by eminent Indian and international designers across our stores and further reinforce our endeavor of bringing the essence of art and divinity together in designer couture".

Mr. Avinash Kaul, CEO ZoOm added "We are excited about partnering with CCI in its campaign to create awareness for the benefits of cotton. This is our third consecutive year of association with Cotton Council International and we are proud to bring alive this initiative right from the conceptual stage to the final execution across all relevant platforms".

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