Television

MTV Style Awards to auction designer wear to help flood victims

MUMBAI: Stylish people with substance! That is what the third edition of the MTV Lycra Style Awards will celebrate.



The event will take place on 14 October in Mumbai. For the 2005 Style Awards, designers Raghuvendra Rathore, Anamika Khanna, Aparna Chandra and Narendra Kumar Ahmed will create exclusive designs solely for the event.

 
 
 
Satish Khurana, Bipasha Basu and Cyrus Oshidar

In order to help the victims of the flooding in Mumbai in July a special platform Style with Substance has been created. A few selected designs from each of the designers will be put up on eBay for auction. Proceeds will be donated towards rehabilitating the victims.

The awards have been classified into three broad categories - popular, technical and honours. The popular Awards are aimed at recognising the most stylish people in the fields having the broadest popular reach, namely the realms of music, television, films and sports.

While, the technical Awards will acknowledge people from the fashion industry, including models, designers and fashion photographers. On the other hand, the honours category is aimed at people in the field of business and politics.



The MTV Lycra Style Awards will zero in on 'the' most stylish people in fashion, films, sports, television, business, politics and music - be it the suave Abhishek Bachchan, the effervescent Rani Mukherjee, the speedster Narain Karthikeyan or India's new-found prodigy Sania Mirza, informs an official statement.

The jury for the categories comprises actress Bipasha Basu, Mehr Jessia, Aki Narula, Feroz Gujral, Manoviraj Khosla, Wendell Rodricks and politician Milind Deora.



They have narrowed down the search to line up the style icons, following which; viewers will have the power to select the winners across the popular categories. However, the winners in the technical and honours categories will be decided by the panelists, adds the media release.

 
 
 

The nominees in the popular categories have started to be aired on MTV only recently. The viewers can vote for their most stylish nominee in each category by logging onto mtvindia.com or by dropping their votes in ballot boxes placed at 'MTV Hangouts' (like Planet M) across the country and Lycra partner outlets (Park Avenue, Reebok, Pepe Jeans and Pantaloons) or SMS 'Style' on 6882.

MTV India senior VP creative and content Cyrus Oshidar says, "Over the last two years Lycra MTV Style Awards have strengthened its positioning as a unique fusion of fashion, music and style - a distinct concoction that one doesn't see anywhere else. Going forward, we are sure to strengthen this unique platform further, where creative minds from diverse domains will come and weave magic…together".

Speaking on Lycra's association with the event Lycra country leader Satish Khurana says, "Lycra is synonymous with all that is fashionably stylish and it was but natural for us to bring to India, in partnership with MTV, the Style Awards concept that we pioneered globally. The hugely successful Lycra MTV Style Awards editions in 2003 and 2004 created unprecedented excitement, proving that the country has finally gained its own authoritative awards, that has now become the most eye-catching event on India's fashion calendar.

"Lycra, together with our preferred brand partners, across different apparel categories for Lycra MTV Style Awards - Park Avenue, Reebok, Pepe Jeans and Pantaloons -is making fashion that's hip and happening, accessible to ever increasing numbers of fashion lovers in India."

The Lycra MTV Style Awards will also be promoted through an extensive campaign running parallely across print, outdoor, on-air, mobile and online via mtvindia.com. Pre-event roadshows will be flagged off in Hyderabad, Delhi and Mumbai which will be followed by exclusive style parties in the same cities to usher in the Awards.

The associate sponsors for the event include Brylcreem, Yamaha, Wrigley's Orbit and Garnier Nutrisse, who is the partner sponsor.

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