September 10, 2007Print this page
Part of “Young? Creative? Chevrolet!” project, uniform competition was organized in partnership with Private Modeschule Düsseldorf
Chevrolet hostesses at the Frankfurt Motor Show (IAA) will wear exclusive uniforms designed and produced by students of Private Modeschule Düsseldorf who participated in a contest for Chevrolet's IAA wear.
The project was part of the activities organized in conjunction with “Young? Creative? Chevrolet!”, the pan-European contest aimed at young artists that was launched last March in Geneva and is currently being conducted in eight European countries (Austria, Belgium, France, Italy, Netherlands, Spain, Switzerland and Turkey). Organized in partnership with schools of applied arts, the contest covers five artistic fields: visual arts, photography, video, interior design and fashion.
One of the objectives of “Young? Creative? Chevrolet!” is to promote accessible art and to find concrete openings for the winning projects and artists. Some of the winning projects will be integrated into Chevrolet’s future communications activities. Although the winners of the European grand finale of “Young? Creative? Chevrolet!” have yet to be announced in March 2008, working with art schools has already generated interesting projects, including the poster competition organized in Salamanca during the media launch of Chevrolet’s diesel models and the competition to design Chevrolet’s hostess uniforms for the IAA.
For the uniform project, Chevrolet Europe worked closely with Private Modeschule, one of the most renowned fashion academies in Germany, which has teaching centers in Düsseldorf and Albstadt. Out of 11 entries, the winning design was by Sina Schumacher, a 20-year-old student of the 2nd course, who describes her creation as “encapsulating the expression of a well-defined way of life and combining well-being, comfort and style with charme and chic”.
“I am absolutely thrilled by the innovative and refreshing ideas that these young people have brought to something rather predictable such as a hostess uniform”, says Wayne Brannon, Executive Director of Chevrolet Europe. “It is exciting to see the dynamics that our art project is generating and how much it is contributing to strengthen the values of youth and expression of the Chevrolet brand.”
The jury, chaired by Peter Sommer, General Manager of Chevrolet Germany, included communications, marketing and fashion experts, such as Brigitte Nissing and Friederike Bahlinger of lifestyle magazine Cosmopolitan.
“This has been an exciting challenge and a fruitful experience for our students”, say Director Marlise Metzeger and Professor Anke Pauls of Private Modeschule Düsseldorf. “A motor show is a very peculiar working environment. Hostess uniforms need to be designed bearing in mind comfort and practical aspects, as the hostesses have to work in them many hours a day for two weeks, in a crowded and over-heated environment. For our students it was also particularly enriching to also have to take care of the production of the uniforms, which requires combining creativity with reality”.
Sina Schumacher, the creator of the winning uniform design, will received her award at the Frankfurt motor show on September 11, and the Chevrolet stand will host a display of the contest entries.
gmeurope
Chevrolet hostesses at the Frankfurt Motor Show (IAA) will wear exclusive uniforms designed and produced by students of Private Modeschule Düsseldorf who participated in a contest for Chevrolet's IAA wear.
The project was part of the activities organized in conjunction with “Young? Creative? Chevrolet!”, the pan-European contest aimed at young artists that was launched last March in Geneva and is currently being conducted in eight European countries (Austria, Belgium, France, Italy, Netherlands, Spain, Switzerland and Turkey). Organized in partnership with schools of applied arts, the contest covers five artistic fields: visual arts, photography, video, interior design and fashion.
One of the objectives of “Young? Creative? Chevrolet!” is to promote accessible art and to find concrete openings for the winning projects and artists. Some of the winning projects will be integrated into Chevrolet’s future communications activities. Although the winners of the European grand finale of “Young? Creative? Chevrolet!” have yet to be announced in March 2008, working with art schools has already generated interesting projects, including the poster competition organized in Salamanca during the media launch of Chevrolet’s diesel models and the competition to design Chevrolet’s hostess uniforms for the IAA.
For the uniform project, Chevrolet Europe worked closely with Private Modeschule, one of the most renowned fashion academies in Germany, which has teaching centers in Düsseldorf and Albstadt. Out of 11 entries, the winning design was by Sina Schumacher, a 20-year-old student of the 2nd course, who describes her creation as “encapsulating the expression of a well-defined way of life and combining well-being, comfort and style with charme and chic”.
“I am absolutely thrilled by the innovative and refreshing ideas that these young people have brought to something rather predictable such as a hostess uniform”, says Wayne Brannon, Executive Director of Chevrolet Europe. “It is exciting to see the dynamics that our art project is generating and how much it is contributing to strengthen the values of youth and expression of the Chevrolet brand.”
The jury, chaired by Peter Sommer, General Manager of Chevrolet Germany, included communications, marketing and fashion experts, such as Brigitte Nissing and Friederike Bahlinger of lifestyle magazine Cosmopolitan.
“This has been an exciting challenge and a fruitful experience for our students”, say Director Marlise Metzeger and Professor Anke Pauls of Private Modeschule Düsseldorf. “A motor show is a very peculiar working environment. Hostess uniforms need to be designed bearing in mind comfort and practical aspects, as the hostesses have to work in them many hours a day for two weeks, in a crowded and over-heated environment. For our students it was also particularly enriching to also have to take care of the production of the uniforms, which requires combining creativity with reality”.
Sina Schumacher, the creator of the winning uniform design, will received her award at the Frankfurt motor show on September 11, and the Chevrolet stand will host a display of the contest entries.
gmeurope
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