UK Press release: winner The World Championship…

UK sent this week out a press release announcing the UK winner – fashion designer – in Accessorize 2009. See text below.

Its official, CHERRY HEERING® liqueur, the original element of the infamous Singapore Sling and Blood & Sand cocktails, today announce Edrima Hanson from Leicester as the UK winner of the Heering Accessorize 2009 global competition.

Following stiff competition from a number of talented designers, Edrima’s fabulous design was finally crowned the winner by the Accessorize 2009 UK judging panel. Comprised of award-winning fashion journalist Rebecca Howard and cutting edge design duo Amy Molyneaux and Percy Parker (of British fashion emporium PPQ), the panel selected Edrima’s design describing it as “a killer cocktail dress with all the hallmarks of an attention-grabbing gown” and were particularly impressed with the “strong silhouette, luxurious details and interesting use of contrasting fabrics and textures.”

Inspired by word-class mixologist Richard Broni’s ‘Vintage’ CHERRY HEERING® cocktail, Accessorize 2009 judge Rebecca Howard comments that Edrima’s design “perfectly embodies the elegance of the Heering brand and captures the essence of her chosen cocktail.”

As the winner of the British leg of Accessorize 2009, Edrima will join the 14 other winners from each participating country at the Grande Finale in Singapore at The Raffles Hotel, to compete for the champion title. Edrima will be flown to Singapore for the final in June courtesy of Singapore Airlines, the national airline of Singapore. Judged by internationally renowned personalities from the world of fashion including Charlotte Ronson, The Grande Finale will showcase the crème de la crème of upcoming talent in an ‘extraordinary’ runway show.

A delighted Edrima, 40, who is currently studying Fashion and Contour at De Montfort University, Leicester, explained: “This really is a dream come true for me! Seeing my designs on a professional catwalk is the reason I entered the fashion world in the first place. This is such a huge opportunity for me and I am so excited about the chance to showcase my collection in Singapore, in front of so many key industry figures!”

Edrima will receive financial help to produce her mini-collection, including her winning design and two further original pieces, which will then be displayed on the catwalk at the world-famous Raffles hotel – home of iconic CHERRY HEERING® based cocktails, where over 3,000 of the infamous Singapore Slings are mixed every day.

As well as being crowned champion, CHERRY HEERING will also provide the aspiring designer a unique opportunity to showcase their collection at the internationally acclaimed Copenhagen Fashion Week (Spring/Summer 2010).

Press Release SLAM PR, UK

CHERRY HEERING® ACCESSORIZE 2009 TO BRING TOGETHER THE BEST MIXOLOGY AND FASHION TALENT IN THE WORLD

Heering Launch Global Fashion Competition With A Little Help From PPQ…

CHERRY HEERING® liqueur, the original element of the infamous Singapore Sling and Blood & Sand cocktails, has announced the launch of Heering Accessorize 2009; a global championship in fashion mixing and drink designing aimed at discovering the world’s most talented mixologists and aspiring fashion designers.

Like a fabulous cocktail, Accessorize 2009 is a global competition which blends cutting edge fashion with world class mixology to create a spectacular fusion of style and innovation. Aspiring British designers are invited to electronically submit sketches of their original cocktail dress designs at www.heering.com. Each design must be inspired by one of six CHERRY HEERING® cocktails created especially for Accessorize 2009 by world-class mixologist Richard Broni. These inspirational cocktails come in six categories: Classic, Romantic, Exotic, Dramatic, Vintage and Rock’n’Roll.

Entries will then be judged by the Accessorize 2009 British Panel, which includes cutting edge designers Amy Molyneaux and Percy Parker of British fashion emporium PPQ. Since the launch of the label in 1992, PPQ have become an inspiration and giant asset to the British Fashion Industry. Amy and Percy’s chic designs have become wardrobe staples for trendsetters of our generation, including Agyness Deyn, Lily Allen, Alexa Chung and Peaches Geldof. Together, Amy and Percy will select the British design which they feel best reflects the style of their CHERRY HEERING® cocktail of choice.

Accessorize 2009 Grande Finale In The Raffles Hotel, Singapore

The online winner of the British leg of Accessorize 2009 will then join the 14 other winners from each participating country, receiving financial help to produce their dress, together with a mini collection that will be showcased on the catwalk at the international Grande Finale on 4th June 2009 at The Raffles Hotel in Singapore – home of iconic CHERRY HEERING® based cocktails, where over 3,000 of the infamous Singapore Slings are mixed every day.

As well as the honour and champion title, the winner of the international Grande Finale of Accessorize 2009 will receive global exposure as CHERRY HEERING® will also provide the young designer a unique, once-in-a-lifetime opportunity to showcase their collection at Copenhagen Fashion Week.

Adéle Nilsson, CEO, Peter F. Heering comments:
“Accessorize 2009 is a revolutionary competition that will bring together the best up and coming talent in design and mixology from around the world. This inspired gathering of talent uniquely demonstrates CHERRY HEERING®’s commitment to maintaining its position as the ultimate fashion accessory.”

Judged by internationally renowned personalities from the world of fashion, The Grande Finale of Accessorize 2009 will showcase the crème de la crème of upcoming talent in an extraordinary runway show.

NOTES TO EDITORS

About Accessorize 2009
HEERING: The accessory which adds extravagance, lavishness and civilisation to the mix
CHERRY HEERING® is looking for top mixologists who can create a unique cocktail recipe inspired by a cocktail dress designed by Swedish top designer Lars Wallin for Accessorize 2009 and for designers who can create a cocktail dress inspired by one of six CHERRY HEERING® cocktails, created by Scandinavian world class mixologist Richard Broni. In addition, mixologist entrants will be able to select a specially designed glassware piece from The House of Orrefors to accompany to their CHERRY HEERING® inspired cocktail recipe.
The first place prizes to be awarded in Singapore, apart from the honor and international exposure of winning Accessorize 2009, will be the right for the mixology winner to publish his/her own cocktail book together with Peter F. Heering by the end of 2009. The winning fashion designer will be awarded their own runway show at the internationally acclaimed Copenhagen Fashion Week (Spring/Summer 2010).
All participants must be 21 years of age or older and the deadline for entry into Accessorize 2009 is 22nd March, 2009. For more information and complete rules about Accessorize 2009, please visit https://www.heering.com.

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