Photos by Getty Images / Franziska Krug
On October 9, 2014, the Audi Fashion Award was held for the third time at the Hamburg Curio-House. The Audi Fashion Award honors young talents for their creativity, innovation, and trend sense. A distinguished jury with representatives from the fashion industry and press selected and determined the finalists for the most creative and innovative designs from over 150 applications. The awards for the fashion newcomers were announced in four different categories: Beyond Today, Active Lifestyle, Modern Icons, and Sophisticated Elegance. This year, there were renowned patrons for each category, including the brands Closed, Odeeh, René Lezard, and Chiemsee. Winners were honored with prizes, including an Audi A1 for a month, cash, and internships with the patrons of the awards.
“With design, new grounds are drawn at competitions like this,” shared Dietmar K. Elsasser, General Sales Manager Audi North Region. “Design and new ways are also determined by Audi’s corporate philosophy, as exemplified in the new Audi TT. We congratulate all the winners of the Audi Fashion Award warmly on their innovative ideas.”
Fashion student Anna Bornhold prevailed with her collection “Ariba Ariba” in the category Active Lifestyle against five other young talents. Above all, her special language and the choice of material were very compelling. Along with the other award winners, she will receive a cash prize of € 3000 (approximately 3,757 USD) and can look forward to an internship at the Chiemsee studio as well as driving an Audi A1 for a month.
Daniel Bartels, the winner in the category Modern Icons was overjoyed by the award: “Winning and the internship at Closed now opens my door and gate to the fashion world—I cannot believe that I actually won.”
René Lezard was also very happy about Ann-Sophie A. Hofmann scooping up the win in their category. “We look forward to the internship with Ann-Sophie,” expressed Thomas Hill, Product Manager at René Lezard. “You will be able to take on very diverse tasks with us,” he promised.
As a special treat, during the jury break, the winners of the last two awards showed their latest collections, allowing the viewers to see how they have evolved over the past few years. The continued promotion of the award winners is a special affair, very close to the heart of Audi: “We like to focus on sustained and continual promotion of the winners. To show up here again to a wide audience is a special opportunity for all and an important step in furthering the development of their careers,” explained Dietmar K. Elsasser.
After the application period and the announcement of finalists this summer, their designs for the fashion show in Hamburg continued to develop. They could now prove that their ideas were convincing on the catwalk by piecing together and delivering quality, elegance, and practicality. The jury was especially enthusiastic about the participating patrons: Thomas Hill René Lezard; Manfred Wagner of Closed; Franca Hoef-Emden of Chiemsee; Jörg Ehrlich; Otto Drögsler, founder and designer of Odeeh; the chief editor of the Teaser Magazine;Thomas Meyer, the fashion editor of Maxi; Ole Mlodzian; Juliane Diesner, editor-in-chief of www.styleshiver.com; Artemis Karoussos from the Audi Design Team; and Alice Pieper of Nya Nordiska.
For their presentations on the catwalk, the students were supported with materials by Nya Nordiska and shoes from Zign. The elaborate hairstyles were created by Louisa Artists. Makeup concepts and implementation came from Christina Vacirca of M · A · C Cosmetics.