Sera Lilly Takes it to the Street to Search for Fashion Week Models

New Zealand women’s wear designer Sera Lilly is to street cast up to 35 models for her solo fashion show at New Zealand Fashion Week in September 2010, providing a huge opportunity for budding young models.

Sera Lilly at the NZ Fashion Week 2009

Sera Lilly at the NZ Fashion Week 2009

Winning a spot in the Sera Lilly show gives young female models a break into a highly competitive industry, and the chance to start a pathway that could form a new and exciting career.

As a relatively young designer, the opportunity for Sera to street cast young and unknown models provides another way to stamp her mark on an industry that demands change, new ideas and a fresh approach.

Out of the dozens of models Sera will choose from the public, one model will also be selected as the face of Sera Lilly for the autumn/winter 2011 season, and be the lookbook model for Sera Lilly.

The girl chosen as the face of Sera Lilly will also appear in an exclusive ad campaign shot with Sera’s brand partner, Number One Shoes.  The ad will run in a magazine during New Zealand Fashion Week 2010 and the visual will be displayed in Number One Shoes’ 48 windows nationwide.

All girls chosen as models for the autumn/winter 2011 show at fashion week will receive professional catwalk training from leading catwalk instructor, Amanda Bransgrove, at Catwalk Studios in Auckland.

Since launching her label with a retail store in Auckland in 2006, Sera Lilly has quickly garnered a following of women in New Zealand who desire sophisticated, on-trend and affordable women’s wear.

Sera’s solo show at New Zealand Fashion Week 2010 will be her fourth consecutive show at the annual event.  Traditionally Sera’s shows have included up to 15 professional models, however this year’s increase in talent is designed to create an edge at the event, and a greater chance for budding young models to be a part of this exclusive show.

Sera Lilly at NZ Fashion Week 2009

Sera Lilly at NZ Fashion Week 2009

Requirements for Sera Lilly models at New Zealand Fashion Week 2010:

–        Models must be 16 years of age or older by the time of NZFW (September 21st 2010)

–        Models must be at least 5’ 8” in height

–        Total number of models cast will be 35 (maximum)

–        All models chosen for the Sera Lilly autumn/winter 2011 catwalk show will be trained to walk professionally by Amanda at Catwalk Studio

–        All of the chosen models will walk in the Sera Lilly autumn/winter 2011 show at New Zealand Fashion Week 2010

–        One of the street-cast models will be chosen as the face of the Sera Lilly a/w 2011 lookbook and as the face of the Number One Shoes and Sera Lilly New Zealand Fashion Week 2010 campaign

–        All models chosen for the Sera Lilly a/w 2011 show must be in Auckland for the duration of New Zealand Fashion Week 2010 (Sept 21-24)

How to enter:

Option 1) All budding models must email pictures (one full-length in bikini and one face shot) to seralilly@gmail.com by 5pm Friday 16th July 2010.

Option 2) There will be an open casting call at the Sera Lilly boutique on Sunday 18th July 2010 at 2 Williamson Ave, Ponsonby, Auckland between 3pm – 5pm.  Budding models that attend this casting call must also bring hard copies of photos of themselves (as above).  Hard copies of all photos must be left at the Sera Lilly boutique after the open casting call has finished.

Images: Brett Stanley

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