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Runway Fashion With iStyle Fashion

26 October 2010

Sepang, 26 October 2010 - The glitz and glamour of the fashion world return to the KL International Airport (KLIA) with the second iStyle Fashion KL International Airport 2010.

The only fashion styling event of its kind to be held at an international airport, iStyle Fashion KL International Airport 2010 provides budding fashion design students with a platform to put in practice their learning and showcase their talents and creativity with KL International Airport as their fashion playground.

"iStyle Fashion KL International Airport underscores the position of KLIA as a fashion hub and a sophisticated lifestyle platform. We have many high fashion brands at KLIA and one of our aims is to heighten awareness of KLIA as a lifestyle destination; not just a transit point.

"At the same time, the event also allows us to provide talented and creative young designers with an avenue to prove themselves," said Faizah Khairuddin Senior General Manager Commercial Services, Malaysia Airports.

Of the initial 14 teams from that signed up during the preliminaries, only six teams made the cut. The six teams are: Trois, Y2B, SenseXophy, Walking LookBooks, Black & White and Volatile.

Each team comprises a designer, a stylist and a publicist. While the designer and stylist are required to create and project specific looks according to the given themes in three rounds of heats and one Grand Finale, the publicist's role is to market the team via social media platforms to garner votes.

"This year, iStyle Fashion is all the more interesting and participative with the heavy emphasis on social media. The participating teams can promote themselves via various social media channels created specifically for the event -- Facebook, Twitter, Foursquare - and the support they garner via the social media platform will constitute a certain percentage of the final judging score," added Puan Faizah.

Among the judging criteria are styling/assemble, hair/makeup styling, makeup concept, campaign directive/presentation and publicity.

The Chief Judge/Mentor for iStyle Fashion 2010 is Alex Eu. A rotating panel of celebrity judges has been identified for each round of heats and the Grand Finale. Among them are, Michael Ong, Sonny San, Elaine Daly, Deborah Henry and SP Lee of Dentsu Malaysia.

The focus of the three rounds of heats is: Heat 1 focusing on female; Heat 2 which is male oriented, and Heat 3 that requires participants to create a fashion lifestyle advertising campaign.

Winners stand to win cash prizes, gifts, electronics and telecommunication gadgets from the event's sponsors which include Panasonic, Perrier, Redken and Shu Uemura.

Commented Puan Faizah: "More than a fashion event, we hope that iStyle Fashion 2010 will provide travellers with a fresh perspective of KLIA and play a significant role in nurturing the growth of the fashion industry in the country and in specific KLIA."

About Malaysia Airports

Malaysia Airports manages and operates 39 airports in Malaysia: 5 international, 16 domestic and 18 Short Take-Off and Landing Ports (STOL Ports). It also has operations in India, Turkey and Maldives. On November 30, 1999, Malaysia Airports became the first airport company to be listed in Asia.

KL International Airport (KLIA), its flagship airport was thrice voted as the Best Airport (15-25 million passengers per annum) in the 2005 AETRA awards, 2006 ACI-ASQ awards and 2007 ACI-ASQ awards while the Low Cost Carrier Terminal (LCCT-KLIA) was named CAPA Low Cost Airport of the Year at the CAPA Aviation Awards for Excellence 2006. KLIA has also taken a big stride in the realisation of becoming a global integrated hub by launching the Next Generation Hub concept, an initiative aiming to position the ultra-modern airport as a complete hub for all.


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