31 Oct Tamara Chérie Dyson wins the 2014 ELLE Rising Star Design Award
This year’s ELLE Rising Star Design Award finalists sent their beautiful collections down the runway this week at AFI Mercedes-Benz Fashion Week Africa. The winner of the ELLE and MRP competition was announced as the incredibly talented Tamara Chérie Dyson who receives an amazing opportunity to kick-start her career in fashion with her own collection in collaboration with MRP.
Titled ‘Geometrics’, Tamara’s winning collection features contrasting textures and a combination of structural and fluid silhouettes with a neutral colour palette. She says, ‘My womenswear collection showcases discreet indulgence, carefully considered design, an underlying minimalistic approach, and a flawless aesthetic – a balanced sense of beauty emerges through simple perfection.’
ELLE’s editor, Emilie Gambade described Tamara’s range as impeccably designed and executed adding, “Her hunger and drive from the get-go until the very end showed a determination that we were looking for in our Rising Star winner.’
MRP trend director and Rising Star judge Joanne Frédéric said, ‘Tamara blew us away with her refined and sophisticated collection. Her innovation in developing fabrics locally was definitely a standout element for us. Her solid and well-thought through business plan set Tamara apart. She will no doubt show the global market what African design talent is all about.’
Tamara will have the opportunity to redesign a predetermined range in collaboration with MRP, which will be sold in selected MRP stores. She also receives a cash prize of R30 000 from MRP to help launch her career and the opportunity to complete a mentorship programme at the MRP head office in Durban, where she will be exposed to the complete retail cycle. In addition, Tamara will join ELLE for a two-week mentorship with the fashion team and ELLE editor Emilie Gambade, and receive an extensive Regenesys Business School mentorship programme and business coaching. Tamara will also have the opportunity to show at AFI Mercedes-Benz Fashion Week in Johannesburg in 2015 and receive R7 000 from MRP towards the cost of creating the range.