May 31st, 2011 
Sarah Haines 
Above Mercedes-Benz has a long history of supporting fashion, such as New York Fashion Week.
IMG and Mercedes-Benz Canada have launched Mercedes-Benz Start-up, an initiative to promote emerging designers, in association with LG Fashion Week Beauty by L’Oréal Paris.
Canadian designers who have been in business for less than ve years are eligible. The programme provides mentoring to designers, giving them what IMG calls a road map to success.
The Start-up team has begun contacting media, buyers and educators to locate potential candidates for the programme.
Submissions will be reviewed by a panel of industry judges, with a total of 20 selected to be in a semi-nal competition, to be held in two provinces to begin with.
The semi-nals will yield four designers who will be invited to show their collections at the national nal held during LG Fashion Week Beauty by L’Oréal Paris in October 2011. One of the four will progress to the next stage of ve months mentoring, to prepare the candidate for a solo show at LG Fashion Week Beauty by L’Oréal Paris in March 2012.
To register or for more information, visit . The programme can also be found on Facebook and .
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