Models wearing original denim designs created by 20 students walked a runway in the Sears store at the Eaton Centre Tuesday during what was the first of three regional competitions in the LG Denim DIY contest—a national design competition challenging students under the age of 25 to create a pair of washable jeans. The contest also served to promote LG's newest line of steam washers and dryers and Sears' line of Nevada jeans. "As we were launching this new pair of machines, we thought what a great opportunity to play off our connection with fashion," said LG manager of public affairs Frank Lee, who described the TrueSteam machines as being "the perfect accessory for your wardrobe."
LG's partnership with Sears will see similar contests taking place in Montreal and Vancouver within the coming week. The top students, selected in each city by a panel of industry experts, will compete for the grand prize later this month—a $5,000 fashion endowment from LG to design an original pair of jeans for the Nevada brand. "It's a great fit because we at Sears want to be known as an innovative and fashionable retailer," Sears spokesperson Mark Malinowski said of the partnership. "And we're happy to be supporting young Canadian talent."
