Twenty-two year old Cleo Droomer from the Cape Town College of Fashion Design has won the 2010 ELLE New Talent Fashion Award, in partnership with top fashion value retailer Mr Price.
ELLE announced the winner at the opening of South African Fashion Week last night, which was held at Arts on Main in Johannesburg.
Droomer received a cash prize of R25 000 to assist him in launching a career in fashion. He will also be mentored by Mr Price at their head office in Durban for two weeks, where he will get involved in the complete retail cycle and business element of fashion design. Mr Price also gave him R5 000 to use towards the cost of making up this range. He will get to redesign his winning range for mass market appeal to be sold in selected Mr Price stores and will get to showcase his range at the ELLE New Talent Fashion Show at the 2011 SA Fashion Week.
Droomer’s winning designs mirrored ELLE’s New Talent Fashion theme of optimism for the competition. His designs were made up of a mixture of subtle pinks, purple, green, grey and silver and were made from a combination of rough, fun, soft and glossy materials including PVC, leather, silk organza and duchess satin.
Droomer said; “The Soccer World Cup gave me optimistic feelings of hope. During the World Cup, I spent time observing, thinking and preparing ways to project my feelings in my designs. I used a lot of colour especially with the inside seaming of my designs, and most of it was inspired by our country’s diverse culture and the national flag.”
He said that, his designs were inspired by the people of South Africa, whom he compared to the abalone shell, which is rough on the outside and soft on the inside making them very pleasant people.
“I’m really excited to have won this competition. In the past three months, I’ve worked really hard, physically and mentally, and I’m glad to have been able to capture our country’s new found hope through my designs,” says Droomer.