Mercedes-Benz Start Up adds a fifth finalist to its program and announces FASHION Magazine as the program's Exclusive Magazine Sponsor

TORONTO, Sept. 8, 2011 /CNW/ - Mercedes-Benz Start Up, a national program launched by Mercedes-Benz Canada and IMG to discover and nurture the nation's next generation of fashion designers, recently announced the program's finalists subsequent to an extensive coast-to-coast search.

After an overwhelming response to a national call for entries, the top 20 applicants advanced to the next stage and were invited to either Montréal or Vancouver to be interviewed by a distinguished panel of industry experts. Following these interviews, the judging panel selected five semi-finalists per market to show their collections in a group show to an audience of journalists, potential buyers, and fashion enthusiasts. Four finalists (two from Montréal and two from Vancouver) were then selected to take part in the national finale, which will be held in Toronto on October 18, 2011 during LG Fashion Week Beauty by L'Oréal Paris. From Montréal, MARTIN LIM and UNTTLD will be advancing to the finale, while the finalists representing the Vancouver semi-finals are Cassie Dee and Triarchy.

Following the Vancouver semi-finals, the panel of judges felt the need to reconvene to take a closer look at the highly impressive talent across Canada. After careful consideration, it was decided that the quality of work and enthusiasm displayed by the applicants warranted a fifth "wild card" spot to be added to the four finalists already scheduled to show their collection during LG Fashion Week Beauty by l'Oreal Paris. Once the points were tallied after a spirited debate, Montréal-based designer Travis Taddeo garnered the most marks and will also be invited to showcase his collection during the Mercedes-Benz Start Up show on October 18th at 18:00.

Since launching in June, the Mercedes-Benz Start Up program has generated extraordinary interest. Designers nation-wide applied for the opportunity to have unprecedented access to mentoring from a panel of industry professionals that will help them understand how to turn their artistic vision into a runway collection and ultimately a successful and sustainable business.

The recent addition of FASHION Magazine as the exclusive magazine sponsor also provided further benefits for the program, as highly respected editors from FASHION joined the semi-finals judging panel. FASHION Magazine's participation will grant access to the magazine's editor-in-chief Bernadette Morra. Bernadette will become a program mentor and play an integral role in the selection process as a member of the judging panel at the final group show at LG Fashion Week beauty by L'Oréal Paris in October. Bernadette's keen eye for fashion and her deep understanding of the industry will also prove invaluable as the Mercedes-Benz Start Up recipient prepares for his or her first solo show in the spring.

"One of the most rewarding aspects of my job is discovering new designers and then seeing them blossom," remarked Morra. "I am very grateful to have this opportunity to support young Canadian talent through the Mercedes-Benz Start Up program."

Mercedes-Benz Start Up content, including videos, photo galleries, interviews, and more will be available at Following the announcement of the Mercedes-Benz Start Up recipient in October, the finalist will have the unique opportunity to be mentored by a hand-selected group of industry insiders and will also be featured editorially in an issue of FASHION Magazine.

About Mercedes-Benz Start Up
Mercedes-Benz Start Up is a new ongoing initiative that is intended to provide a national platform to discover and support up-and-coming Canadian designers. By connecting these gifted individuals with an experienced panel of industry insiders, the program will mentor impressive Canadian talent to help them hone a broad range of skills and elevate their profile through unique and exclusive opportunities. This unprecedented access to experts, combined with invaluable real-world practical experience, will equip participants with a comprehensive roadmap to success and the knowledge and confidence required for a thriving career in fashion.

About FASHION Magazine
Bringing the world of fashion home to its style-conscious readers, FASHION Magazine looks at international trends, up-to-the-minute reports on what's in Canadian stores now, and expert takes on the worlds of fashion, beauty and style. With more than 1.8 million readers, FASHION is Canada's #1 fashion and beauty magazine.  (Source: PMB)

For more information visit

Follow us on Twitter and on the Mercedes-Benz Start Up Facebook page



SOURCE Mercedes-Benz Canada Inc.

For further information:

Michael Minielly
Mercedes-Benz Canada
JoAnne Caza
Mercedes-Benz Canada
Andrew Serrano
IMG Fashion
Amy Wasserman
IMG Canada
Karen Cleveland
FASHION Magazine 
416.364.3333 x3046


Jetez un coup d’œil sur nos forfaits personnalisés ou créez le vôtre selon vos besoins de communication particuliers.

Commencez dès aujourd'hui .


Remplissez un formulaire d'adhésion à CNW ou communiquez avec nous au 1-877-269-7890.


Demandez plus d'informations sur les produits et services de CNW ou communiquez avec nous au 1‑877-269-7890.