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Nicole Bridger, Eco Fashion Week

Mercedes-Benz Canada & IMG Partner To Mentor Independent Designers

Nicole Bridger, Eco Fashion Week
Nicole Bridger, 2011

Mercedes-Benz Canada and IMG have launched Mercedes-Benz Start UP, a national platform to discover and support up-and-coming Canadian designers who have been in business under five years. Following the announcement of the parntership, the Mercedes-Benz Start Up team will begin meeting with influential fashion media, buyers and educators in key Canadian markets to identify designers. All the submissions will be reviewed and evaluated by a panel of industry judges who will follow a list of specific criteria to ensure objectivity and fairness. From this pool of submissions, a total of 20 designers will be selected to advance to the next round: the semi-final competition.

KristinAnn Janishefski, founder of The Vanguard PR and who works with Canadian designers Nicole Bridger and Lara Presber says, "I am thrilled that a platform is being created to showcase the true talent of our amazing Canadian designers on an international level. I have seen first hand the value of programs like these (Our client Nicole Bridger won an award for Canada's top sustainable designer put on by Fashion Takes Action last year) and I can tell you the results were incredible."

The four designers chosen as finalists will show their collections at the national final held during the official schedule of LG Fashion Week Beauty by L’Oréal Paris in October 2011. The winner will receive a 5-month mentorship to prepare for a solo show at LG Fashion Week Beauty by L’Oréal Paris in March 2012.

"The MB and IMG world start up will open the doors for all those fledgling designers out there looking for just the right moment to seize and get their name out there. For the majority, designers starting out don't have the funds or real "know how" to show at L'Oreal fashion week and this is the perfect opportunity to open the door to these incredible designers in Canada," continued KristinAnn.

For more information or to get involved, visit

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at