Scandinavian designers in prestigious design competition

An additional four finalists was selected for the Levi’s award – for the womanswear collection that best captured the unique spirit of contemporary denim, while upholding the timeless design and craftsmanship standards.

During the morning on the big day, the designers were to present their collection in front of a judging panel consisting of no less than 26 members. Pretty daunting when you know that high profile persons like Margareta van den Bosch (Director of H&M), Sergio Ciucci (Fashion designer and responsible of John Galliano’s second line) and Silvia Madella (Levi’s Woman Merchandising Manager Europe) are among the ones to judge you.

Even though fitting and selection of models where done the previous days, the finishing touches where made before the presentation. A button secured with needle and thread, last instructions given to the dressers and final preparations of the presentation.

For some designers there where long hours of waiting. But that only gave the different designers more time to get to know each other. Mittlemoda isn’t just a place to showcase your creativity, but also it’s a place where you extend your network.

- I think I have made many friends and connections for life after those three days in Gorizia, says designer Siri Sveen Haaland. Although she did not win any prizes, she walks away with new experience.

- The best part about Mittelmoda was definitely the people. All of the other participants were just adorable and the entire Mittelmoda crew was so professional and friendly.

After the last presentation, the judges started the difficult task of selecting winners for the twelve prizes, four main prizes and eight special prizes. The winners would be announced at the main show later that evening.

The main fashion show was held outside hotel Entourage, and the place was packed with designers, people from the industry and some local curiosities. Mittelmoda used professional models from Milano, making the show even more of an experience for both designers and travelling aliens which has never seen professional models apart from tv and magazines. After the show, the jury announced the winners.

Main prices
The 1st Mittelmoda Award of 10.000 Euro was given to Amanda Grogan from Ireland. As the main winner she will have her collection shown in Milano during Milano Fashion Week.

- I’m so excited! It’s a dream come true!, says Grogan which is static for winning the first price.

- It’s such an incredible feeling! I’m so honoured because it is such a prestigious competition and the standard of the other finalist work was unbelievably high. The whole show was amazing!

The Sistema Moda Italia (SMI) award of 5.000 Euro, was given to the Spanish designer Ariadna Rovira Lorente for the collection showing the best research.

Pauline van Dongen from Netherland won the Camera Nazionale Della Moda Italiana Award, receiving 2.500 Eruos. The price was given to the most creative collection.

And the last main price, the Jury’s Special Award of 2.000 Eruos, was given to the Croatian designer Igor Galas. His designer knitwear was definitely one of Norwegian Fashions favourites.

Danish winner
Although Siri Sveen Haaland did not win any prices, our friendly neighbour to the south (Denmark) received the H&M price for the most “global” and innovative collection. Designer Louise Langkilde Larsen, currently working for Celine in London, were very please to win the price.
- The prize is a great support for my work, and it means I can start to work on a new collection!

If you have just graduated from design school, you are eligible to participate in this prestigious design contest. To read more about the competition visit the website www.mittelmoda.com .

Photo: Steven Stieng
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