2011 ELLE: Finding new fashion icons

Many young fashion designers work tirelessly, studying, sketching and sewing, while dreaming about their runway debut.

A few of them realise that dream, often thanks to platforms which provide them with the opportunity to showcase their workand see if they can make the cut.

One such platform is the annual Elle New Talent competition - a fashion design contest that launched the careers of renowned designers David Tlale, Tiaan Nagel and Black Coffee's Jacques van der Watt.

According to Joanne Frèdèric, trend director at Mr Price (a partner in the competition), the competitions are important for fashion because "supporting and nurturing young talent helps to keep the industry growing and evolving".

The competition is in its 10th year and tonight eight fashion graduates showcase capsule collections at the opening of South African Fashion Week in Rosebank, Johannesburg.

The judges are editors, designers, trend directors and lecturers.

One of the judges, Elle magazine's senior fashion editor Poppy Evans, says: "The brief this year was 'show us your pattern' - it is open to interpretation. As well as having literal translations in the form of prints and patterns, there was also huge potential for abstract, conceptual ranges."

Talent is obviously a requisite, but what makes a collection a cut above the rest?

"It is important that the collection is original and innovative, yet also in tune with contemporary fashion. Besides the creative side, the winner should have a great work ethic and a mature approach to business," says another judge, Danica Lepen, who is a designer at Marion and Lindie.

The competition ensures that the winning creator continues to move forward after the show by receiving R25000, a mentorship programme at Mr Price and the opportunity to redesign items from the winning range to be sold at selected stores.

"Local fashion is gaining an audience, something missing from the industry for a long time. There is a coolness about wearing locally designed and produced clothes," says Lisof fashion school lecturer Sarah Badat.

"Local fashion is in the minds of critics and consumers abroad."