Organized and sponsored by Isko, the competition launched in November 2014 in London is split into the categories Denim Design and Denim Marketing. It involves international academic institutions from Belgium, Germany, Italy, the Netherlands, Poland, the U.K. and the U.S.
Students competing in the Denim Design category were required to interpret denim in four different ways: bohemian blue, couture denim, active jeanswear and future fit. For Denim Marketing, the brief was to develop a complete marketing platform for a denim concept, including graphic design for product identity and a comprehensive communications strategy.
During the award ceremony, called “Blue Starry Night,” held at celebrity chef Carlo Cracco’s restaurant Carlo e Camilla in Segheria, the winners presented their creations during a fashion show, which was judged by an international jury. In addition, award winners in the categories of Bling-Bling Denim, Promising Talent, Design With Crystal Elements, Best Wash and Creative Garment Communication Design were announced. Each was sponsored by one of the partner companies involved in the competition.
Tzu-Hsuan Yang, a student at Savannah College of Art and Design, said that the competition was a whole new experience for her, since she never before had worked with denim, and for her school, which hadn’t formerly participated in the competition.
Its winners will be offered a series of internships with Isko or partner companies, including brands such as True Religion, Lee, Replay, Swarovski, Moleskine and Stroili.
For the third competition, Marco Lucietti, marketing director of Isko, has even bigger plans.
“The project is growing,” he said, pointing out that the competition initially was founded to bridge the gap between the industry and schools. “We will be looking forward to qualify the offering and to add a few schools from Asia Pacific and most likely to add new categories. Today fashion is not just about garments, but also about accessories and beauty, so we envision such a different approach.”