Lycra MTV Style Awards returns for the fifth consecutive year on October 25. This year, it has introduced a personal theme – ‘It’s My Style’. The event has also announced a format change, where college students can not only showcase their designs along with India’s fashion gurus, but also walk the ramp with some of the country’s top models.
On this announcement, Ashish Patil, General Manager – MTV India & Vice President, Creative & Content said, “Style today is right up there on young people’s agendas and they are defining their own personal styles in every way, be it through the clothes they wear or the lifestyles they lead. That is why we have handed over this year’s Lycra MTV Style Awards -- in the tradition of what we have always done at MTV -- to our audience, where they will not just view the show, but also make the clothes, wear them and decide who wins.”
After ‘Desi Cool’ in 2003, ‘Circus’ in 2004, ‘Military’ in 2005 and ‘Celebration’ in 2006, this year’s theme of ‘It’s My Style’ for the Lycra MTV Style Awards 2007 will feature an explosion of colours with the year’s chosen designers -- Manish Malhotra, Abhishek and Nandita, and Vikram Phadnis – who will present their respective lines. Further, the event’s brand partners, Lifestyle, Park Avenue and Lee Cooper, will be opening this year’s Lycra MTV Style Awards with a collection titled ‘Universe of the young’, which will forecast the youth trends and looks in 2008.
‘Retro’, ‘Gangs’ and ‘Uniforms’ are the three interpretations of the theme ‘It’s my Style’, which will be respectively showcased by Manish Malhotra, Vikram Phadnis, and Abhishek and Nandita, respectively. Further, ‘My Tee’ is the fourth interpretation that will be presented by India’s budding fashion designers from one of India’s premiere fashion institutes. These students will be mentored by Vikram Phadnis, who will help them put their collection together.
Lycra brand and MTV are going to turn on their style searchlights in October with a three-city model hunt to find India’s next generation of models. The model hunt will be held in Delhi, Mumbai and Bangalore on October 4, 5 and 8, respectively. Winners of the model hunt will be judged by a jury comprising Neha Dhupia, Ambika Pillai, Manoviraj Khosla and Sheetal Mallar.
Speaking on the occasion, Max Weisendanger, Executive Vice President-Europe, Middle East, Africa and South Asia, for INVISTA’s Apparel business, said, “The ‘Lycra MTV Style Awards 2007’ platform, now in its fifth edition, has further enhanced Lycra’s brand equity in India and its credentials of being among world's premier apparel brands. The Lycra brand defines all that is stylish, hip and fashionable, personified in our product innovations and association with leading designers, international and domestic fashion brands.”
He further said, “The phenomenal response from prominent celebrities and people in general to these awards proves that Indians are as appreciative of fashion and style as people the world over. The Lycra brand translates these aspects into reality by helping create apparels that are hip and happening, satisfying the hunger for fashion among consumers.”
This year’s panel for ‘Lycra MTV Style Awards’ includes Atul Kasbekar, Farah Khan, Neha Dhupia, Anaita Adajania Shroff, Raghavendra Rathore, Ramona Narang, Sheetal Mallar, Rohit Bal, Prahlad Kakkar, Manoviraj Khosla, Ambika Pillai, Narendra Kumar Ahmed and Mickey Contractor.
This year, Lycra MTV Style Awards will have 15 categories, 14 of which will be selected by the expert panellists, and one for the ‘Most Stylish Couple’ will be chosen by MTV viewers. To vote for their most stylish couple viewers can either log on to www.itsmystyle.mtvindia.com or sms STYLE to 56882.
The event will also be promoted through an extensive campaign running across print, outdoor, on-air, mobile and online, via mtvindia.com. Partners to the event include Lee Cooper, Lifestyle, Park Avenue, CNN-IBN and Planet M. The Lycra MTV Style Awards 2007 will be rolled out in association with Brylcreem, Pepsi, Wrigley’s and Sony Ericsson.