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Sylvester And Hailwood Tipped As Top Prospects

Media Release Monday 17 September 2007

Kate Sylvester And Hailwood Tipped As Top Prospects For Export Success

Celebrated Kiwi fashion designers Kate Sylvester and Adrian Hailwood have scooped up New Zealand's most coveted fashion business prize in the fourth annual Air New Zealand Fashion Export Awards.

Presenting the awards last night at the opening of Air New Zealand Fashion Week 2007, Air New Zealand General Manager Marketing Steve Bayliss acknowledged the designers' potential for growth and ability to showcase New Zealand fashion in the international marketplace.

"The high calibre of entries this year goes hand-in-hand with a marked advancement in the New Zealand fashion industry over the past few years. Kate Sylvester and Adrian Hailwood both exhibit a vision for growth, strong business acumen and an experimental, creative approach to fashion. Air New Zealand is delighted to help bring their product to the world."

Open to all designers showing at Air New Zealand Fashion Week, the awards provide two local designers with a combined total of more the $50,000 worth of travel, accommodation and market assistance to help grow their export earnings and enhance their name on the international fashion stage.

"New Zealand fashion has solidified a reputation overseas for edgy and innovative design. The awards are Air New Zealand's way of helping to turn this talent directly into export earnings.

"I'm confident these awards will help expand the export portfolio of both designers at different stages in their business careers, and push New Zealand fashion to further international acclaim," said Mr Bayliss.

Air New Zealand Fashion Week Managing Director Pieter Stewart and CEO of outdoor clothing exporter Icebreaker Jeremy Moon returned to judge the awards for 2007.

Joining them on the panel for the first time this year are Maria Gray, Business Service Manager, Creative, Tourism of New Zealand Trade & Enterprise and Michelle Lee, Air New Zealand Marketing Manager Brand.

A forward thinking voice in the apparel export industry, judge Jeremy Moon knows the formula to succeed offshore.

"Kate Sylvester balances design flair with focused planning and direction, and is making good inroads internationally. This award will help speed up her international development. Adrian Hailwood is a rising star in New Zealand, and with partnerships within the design industry, he's building the capability to become a great exporter," says Mr Moon.

"Both entries exhibited the winning mix of exceptional product combined with a strong, achievable plan for export success."

Kate Sylvester, who already exports to Australia, the US and Asia, won the 'Growth' category, open to any designer showing at Air New Zealand Fashion Week 2007.

Her win sees the label take away an Air New Zealand travel prize worth $32,000, four nights accommodation at any of the 250 branded Hilton International properties worldwide, in-market support from New Zealand Trade and Enterprise, and $2500 worth of international and domestic freight from DHL.

Adrian Hailwood picked up the 'Development' award for the label's potential to expand its preliminary foothold in the overseas market.

The Development award includes an Air New Zealand travel prize worth $16,000, two nights accommodation at any Hilton Australasia or Pacific, in-market support from New Zealand Trade and Enterprise, and $1250 worth of international and domestic freight from DHL.


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