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MUMBAI: The Lycra MTV Style Awards, will return on 25 October 2007, with its new theme `It`s My Style.`
The fifth year of Lycra MTV Style Awards will see the college students from various fashion institutes not just showcasing their designs along with leading fashion designers but also walking the ramp with top models in Mumbai.
Keeping with the theme, this year`s function will feature designers – Manish Malhotra, Abhishek and Nandita, and Vikram Phadnis presenting their respective lines. Further, Lycra`s brand partners – Lifestyle, Park Avenue and Lee Cooper will be opening this year`s Lycra MTV Style Awards with a collection titled `Universe of the young`, that will forecast the youth trends and looks in 2008.
`Uniforms`, `Gangs` and `Retro` are the three interpretations of the theme, that will be showcased by Abhishek and Nandita, Vikram Phadnis and Manish Malhotra respectively.
Further, `My Tee` is the fourth interpretation that will be presented by India`s budding fashion designers – students from one of India`s premiere fashion institutes. These students will be mentored by Vikram Phadnis, who will help them put their collection together.
MTV India VP creative and content Ashish Patil said,”Style today is right up there on young people`s agendas and they are defining their own personal styles in every way, be it the clothes they wear to the lifestyles they lead. That is why we`ve handed over this year`s Lycra MTV Style Awards, in the tradition of all we have always done at MTV to our audience. Where they will not just view the show, but make the clothes, wear them and decide who wins.”
Lycra brand and MTV will also kick off with a three city model hunt to find India`s next generation of models. The model hunt will be held in Delhi, Mumbai and Bangalore from 4 October to 8 October and the winners of the Model hunt will be judged by a jury comprising Neha Dhupia, Ambika Pillai, Manoviraj Khosla and Sheetal Mallar.
This year`s panel for `Lycra MTV Style Awards` includes Atul Kasbekar, Farah Khan, Neha Dhupia, Anaita Adajania Shroff, Raghavendra Rathore, Ramona Narang, Sheetal Mallar, Rohit Bal, Prahlad Kakkar, Manoviraj Khosla, Ambika Pillai, Narendra Kumar Ahmed and Mickey Contractor.
Speaking on the occasion, Invista apparel business EVP Europe, Middle East, Africa and South Asia Max Wiesendanger said, “The Lycra brand defines all that is stylish, hip and fashionable, personified in our product innovations and association with leading designers, international and domestic fashion brands.”
“The phenomenal response from prominent celebrities and people in general to these awards proves Indians are as appreciative of fashion and style as people the world over. Lycra brand translates these aspects into reality by helping create apparel that`s hip and happening, satisfying the hunger for fashion amongst consumers, ” added Wiesendanger.
This year, Lycra MTV Style Awards will have 15 categories (14 of which will be selected by the expert panelists and one for the “Most Stylish Couple” will be chosen by MTV viewers. To vote for their `most stylish couple` viewers can either log on to www.itsmystyle.mtvindia.com or sms `style` to 56882.
The Awards will also be promoted through an extensive campaign running across print, outdoor, on-air, mobile and online via mtvindia.com. Partners on the event include Lee Cooper, Lifestyle, Park Avenue, CNN-IBN and Planet M.
The Lycra MTV Style Awards 2007 will be rolled out in association with Brylcreem, Pepsi, Wrigley`s and Sony Ericsson.
