Miele and Jasper Garvida Launch Miele Fashion Prize 2010

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Premium appliance manufacturer to support young designer for his 2010 / 2011 seasons.

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We strongly believe in supporting young talent, and are delighted to be continuing our relationship with Jasper and helping him to forge his career in the fashion industry.

For the second year, Miele announces the proud sponsorship of up and coming fashion design sensation Jasper Garvida at London Fashion Week, and launches the Miele Fashion Prize competition to help nurture design talent in the UK.

Miele, the German premium domestic and commercial appliance manufacturer, will officially launch the Miele Fashion Prize at Jasper's catwalk show on 20 February at 6.30pm – held at this season’s Vauxhall Fashion Scout exhibition. At the forefront of clothes care with its range of high quality washing machines, tumble dryers and laundry detergents, Miele is encouraging budding young fashion designers across the country to showcase their creative talents, and entrants are asked to design an outfit inspired by the principles of gentle garment care and Miele's ‘Silks’ programme setting. The winning design will be chosen by a panel of experts including Jasper Garvida, who will personally make the outfit to be unveiled at an exclusive event later this year.

Chris Wright, Brand Communications Manager at Miele, said:
“We strongly believe in supporting young talent, and are delighted to be continuing our relationship with Jasper and helping him to forge his career in the fashion industry. Through our support of him and the Miele Fashion Prize we’re highlighting the link between fashion and fabric care, as Miele’s technologically advanced washing machines and tumble dryers allow the care of a great range of items and fabrics, meaning that your clothes will stay looking their best for longer.”

In recognition of Miele’s continued support, Jasper’s Autumn/Winter 2010 collection, to be shown on Saturday on the Vauxhall Fashion Scout catwalk at London Fashion Week, features the ‘Miele Dress’ - a stunning long evening gown in metallic silver, ivory and black silk satin.

Jasper Garvida said:
“My collection this season is inspired by the Art Deco movement but with a thoroughly modern twist. The ‘Miele Dress’ is also inspired by this movement, and through being at the forefront of technology, Miele have created a programme that ensures you can care for even your most coveted fashion items at home. Several dresses in my new collection can be machine washed using a Miele Silks or Delicates programme. I’ve even included a unique Miele care label on these pieces from the new collection, to help tell customers how they can best care for their new fashion investments.”

Miele’s award winning washing machines and tumble dryers, along with Miele’s Care Collection detergents are designed to offer the ultimate total gentle laundry care solution. Specialised garment care programmes allow for the care of a range of fabrics and clothing, from cottons and woollens to silks, lingerie and even hand-wash only items. The patented honeycomb drum gently cushions clothes during washing, and this, coupled with Miele’s commitment to quality, gives peace of mind that both your clothes and your machine really will stand the test of time.

Details about the Miele Fashion Prize 2010 and a downloadable entry form can be found on the Miele Fashion Prize website. The closing date for entry is 31 July 2010.

For further information please contact:

Miele
For further information please contact Anna Roll or Kate Ward at 3 Monkeys Communications: 020 7009 3100

Jasper Garvida
For further information please contact Katharine Watson at Push PR: 02072782121

Notes to Editors    

About Miele
Miele, the German manufacturer and global leader in premium domestic appliances and commercial equipment, is committed to reliability and durability, combined with advanced technology and superior quality. Founded in 1899, Miele has always been a family-owned, family-run company, belonging to the Miele and Zinkann families – today each in their fourth generation. The company motto of ‘Forever Better’ underpins every Miele endeavour; it drives innovation through the passion for finding better ways of doing things, and a desire to enrich people’s lives and bring pleasure to every household. The product range includes laundry, cooking, refrigeration, dishwashing and vacuums, and Miele encourages its UK customers to come and test the products before they make a purchase at the Experience Centre in Abingdon, Oxfordshire or the brand new Miele Gallery in London.

Miele supported Jasper Garvida in 2009, launching the first Miele Fashion Prize competition, which saw student Nathan Jones from London win with his innovative design based on Miele’s unique honeycomb drum. The winning dress was modelled by Strictly Come Dancing star Camilla Dallerup at the SPARKS charity fashion show in September 2009.

http://www.miele.co.uk

About Jasper Garvida
Jasper graduated from the prestigious Central St Martins School of Art and Design in London in 2004. He went on to work for the infamous couture label Michiko Koshino and in 2008 won Sky 1’s Project Catwalk presented by Kelly Osborne. Hailed as “one of the most exciting young designers around" Jasper is proud to be supported by Miele for his third season at London Fashion Week’s Vauxhall Fashion Scout. Jasper’s designs can be found in select boutiques across the globe and on some of the most beautiful women in the world.
http://www.JasperGarvida.com

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Anna Roll
Miele
020 7009 3100
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Katharine Watson
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