The support network behind the finalists of International Young Designers Contest. Introducing Estonian Fashion Festival
Young talents at any level of creative industry, attract attention and admiration. The media is readily willing to write about them. It seems as long as you to do something uniquely creative, you will get well-deserved attention and publicity. But in fact, the development of young talents and further professional integration into any of the creative industries is a complex and compound process. Also in today’s world, young talents are expected to appeal to a multicultural environment and to different social audiences. Therefore, young talents not only have to promote themselves across boarders, but also explore opportunities involving the exchange of ideas and networking internationally.
International Young Designers Contest gathers on one catwalk the young talented fashion designers from 12 countries. Behind each young talent there is the support of professional organizations from within each of the participating countries. Each of those organizations has missions and goals in place to support young fashion designers in the development of their talents, as well as in their further professional development both locally and internationally.
We are launching a series of articles to share the best experiences of those organizations, which are the support network behind every finalists on the catwalk of IYDC. The first article introduces the Estonian Fashion Festival, an annual event held in the city of Tartu. The winner of Eff 2018, Carol Ott, became the first winner of the 1st International Young Designers Contest, competing with 16 of the most talented young fashion designers from 11 countries.
Estonian Fashion Festival – EFF – combines three well-known very different fashion shows: Mood-Performance-Tants, OmaMood and Antonius fashion show. Young designers of clothes, footwear and accessories, selected on the contest basis, are presenting their collections to media and public at Eff fashion shows, which are professionally directed and supported by choreography, music, make-up and hairstyling.
The Estonian Fashion Festival is an important launching pad for young designers. Eff offers the selection of workshops tailored to fit the needs of emerging designers. The workshops are conducted by highly qualified professionals, who are equipping young talents with hands-on marketing knowledge on brand creation, preparation of portfolios, presentation and promotion, as well as helping the further development of their creativity and artistic skills. Each designer, who presents his/her collection on Eff’s catwalk, has an opportunity to meet with the panel of experts and receive their professional feedback.
The seminars on fashion topics with international fashion experts, which are opened not only for participants but also for public, are also an important part of Eff’s program. Moreover Eff provides excellent opportunities of networking for young designers .
The Estonian fashion market is moderate in size. Therefore it is of utmost importance that Eff develops international relationships to provide young designers with possibilities of gaining international experience: to visit foreign trade fairs, to present their collections in the showrooms of the Nordic Fashion Week and to participate in International Young Designer Contest. The participant of Eff 2018, Cärol Ott, who was selected to represent young talents of Estonia at the1st International Young Designers Contest in Kyiv, won the Grand Prix, competing with 16 young designers from 11 countries. In 2019 the participant from Estonian Fashion Festival Karl-Christoph Rebane also gained high rating and strong reviews from the international jury of IYDC.
The Estonian Fashion Festival is the event that also appeals to the general public, who can enjoy three fascinating fashion shows, attend fashion seminars and fashion cinema viewings. They will have a good overview of fresh Estonian fashion and trends of contemporary design. Additionally Eff is working in building a circle of “satellite” partnerships, who will be hosting their own fashion-related events. The goal is to provide the international audience a wonderful fashion retreat to Estonia. The festival is also aiming to guide the public towards a more conscientious consumption – to prefer a more conscientious wardrobe of high-quality and environmentally sustainable items, as well as to pay attention to the origin of their clothes.
The Estonian Fashion Festival and one of its projects, ReVogue, is proud to be included into the official program of TARTU 2024 European Capital of Culture.
In 2020, due to the extraordinary circumstances in the world, the Estonian Fashion Festival has decided to conduct their fashion shows online. We will build our YouTube channel thus reaching even wider audiences and create videos for each of the participating designers in order to give them the best possible marketing materials.
The contest is organized by the Ukrainian Fashion Council with the support of the Ukrainian Cultural Foundation. IED - Istituto Europeo di Design is the IYDC partner, award fund contributor and co-organizer of the online Fashion Visual Art Residence.