Second Electrolux Fashion Award Goes to Firma

Second Electrolux Fashion Award goes to Firma
Electrolux awards Firma for its sophisticated design at the Winter 06 Prêt-à-Porter Paris

The second Electrolux Fashion Award was presented to Firma, a German clothing and design brand based in Berlin, at the Autumn/Winter 2006/2007 Salon du Prêt-à-Porter Paris. Being a relatively young brand, Firma already has an established reputation for its precise cut, feel-good fabrics, solid workmanship and functional details. The runner-up prize was given to Italian Tricot Chic, designers of exclusive collections for women who simultaneously want to express fun, femininity and practicality. Johan Bygge, CEO of Electrolux Major Appliances Europe and Asia Pacific, presented the awards at a ceremony on the Salon's catwalk, held Saturday 4th February.

A jury composed of professional experts from international fashion houses, including the Galeries Lafayette Berlin and Le Bon Marché Paris, and senior Electrolux design and marketing management, selected the winning brand as it best reflected the home appliance company's own design values.

Firma was awarded for its high-quality fabrics and precise cuts, featuring a very complete and convincing whole concept. The designers behind Firma, Daniela Biesenbach and Carl Tillessen, aim to set the special against the ordinary and the surprising against the usual; a unique twist that brings luxury from the past into the present. The jury felt that Firma offered a pure and qualitative style, which is actually a little ahead of its time.

The runner-up, Tricot Chic was awarded for its amazing, three-dimensional combination of textures and materials. The Italian brand showed a very commercial collection, ready to sell.

The award ceremony showcased nine fashion brand nominees, who were all pre-finalists in the competition: Sofie d'Hoore, Sylvia Heise, Firma, Mango, BNG, Tricot Chic, LM LULU, Philipp Plein and Seyes.

"Competition has been very tight," says Henrik Otto, Senior Vice President of Global Design at Electrolux. "All nominees presented outstanding designs that shared many of our own values. Ultimately, the jury felt that the stylish and creative works of Firma best matched our own. We feel that the Firma collection would greatly appeal to our consumers."

The Jury first selected one nominee from each of the nine trend areas that divide up the Salon du Prêt-à-Porter Paris, after which a jury deliberation defined the winner and the runner-up. For the Award ceremony, the nine nominees were presented to the audience through a short film, after which the winner of the first Electrolux Fashion Award was announced. The prize for the winner is the development of one season's catalogue, combining images of its collection with Electrolux appliances. The runner-up, Tricot Chic, will receive a patterned Electrolux refrigerator featuring its logo and/or pictures of the next season's collection.

The Jury, consisting of Electrolux heads of design and marketing and European fashion experts were fully briefed on the design values of Electrolux prior to the voting process. The jury translated these values to clothing design during their judging rounds.

This is the second time Electrolux has granted a fashion award at the renowned Salon du Prêt-à-Porter Paris.

Firma: http://www.firma.net
Tricot Chic: http://www.tricotchic.it



Firma


Tricot Chic

---

---