11/21/2011 04:02 pm

Emerging designers get their start at the Speed of Yellow

Getting your foot in the door and your clothes out on the catwalk can be challenging for up-and-coming designers. As part of their role as Official Logistics Partner to Fashion Week events around the world, though, DHL makes it easier for emerging designers to get their start.

At Mercedes-Benz Fashion Week Russia in October, for example, DHL held a competition based on the “Speed of Yellow” advertising campaign – inviting designers to show dresses or suits in the company’s signature yellow and red.

“We believe that great ideas and those who come up with them need every opportunity to develop, so we are delighted that DHL can help out with this competition,” said Elena Emelyanova, Head of Marketing, DHL Express in Russia.

“The main aim of the competition is to help talented emerging designers to realize their potential and show the world of fashion what they can do.”

The entries varied wildly – men in striped suits strutted out after women in vinyl motorcycle gear; the DHL logo adorned blazers as well as high heels. It was up to the audience to decide which of the designers would receive the grand prize – a certificate for the designer to host his or her own show during Mercedes-Benz Fashion Week Russia Fall-Winter 2012.

The winner, Elena Trotsko, a native Muscovite, reacts to applause after winning the Speed of Yellow contest.

 

Elena Trotsko, a native Muscovite active in the fashion community won this year with a floor-length herringboned evening gown that captured the audience’s eye with its attention to detail. The designer hopes to use the career-launching award to help launch her own label, LENATROTSKO.

Pazdravlyayou, Elena!

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