Launch of the Danish EXPO 2010 fashion competition

Danish fashion designers will now have the opportunity to be part of the Danish EXPO 2010 fairytale. Today, at the official opening of Copenhagen Fashion Week, Lene Espersen, Minister for Economic and Business Affairs, announced the official launch of the open EXPO fashion Competition.

In connection with the official opening of Copenhagen Fashion Week at Copenhagen City Hall, Lene Espersen invited Danish fashion designers to submit their bids for a full clothing and accessories collection for the entire staff at the Danish pavilion at the world exhibition in Shanghai in 2010.

According to Lene Espersen - Denmark's participation in EXPO 2010 Shanghai is a golden opportunity for Denmark to showcase Danish architecture and design, among others. Danish fashion enjoys an excellent reputation around the world and, naturally, the assignment of creating a collection for the pavilion staff in Shanghai will be given to a Danish fashion designer.  The expression of the staff clothing is an important part of the total experience that the Danish pavilion will be.

The design competition aims to create a full collection for all the members of the EXPO staff present in Shanghai - pavilion guides, shop, café and administrative personnel. The collection will support the overall pavilion concept - Welfairytales. Welfairytales is a unifying tale of Denmark's unique potential, as narrated from elements shared by Denmark and China. The designs should be functional and innovative in terms of style and choice of materials, and sustainability and CSR perspectives should be integrated elements in the solution.

The total prize is DKK 150,000 with a first prize of DKK 75,000

Press contact: Press Secretary, Erik Ljunggren, the Ministry of Economic and Business Affairs, + 45 33 92 31 15, elj@oem.dk

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