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Timesgroup embarks on a fashion designer hunt with SketchtoStore

The contest has been jointly conceptualised by BCCL and Globosport. Budding designers will be mentored by ace designer Sabyasachi Mukherjee

BestMediaInfo Bureau | Mumbai | October 16, 2015


Timesgroup has embarked on its the maiden fashion designer hunt with SketchtoStore. The contest has been jointly conceptualised by Bennett, Coleman & Company (BCCL) and Globosport. Only (Bestsellers) is the title sponsor for the first three editions of this contest. SketchtoStore aims to scout and mould the next fashion-designing icon of the country.

The journey of SketchtoStore began with participants submitting a lookbook containing five sketches of their best work on This contest was promoted heavily on Facebook, Twitter and Instagram as majority of the target audience are active on social media. Experts from ISDI Parsons scanned the entries before narrowing them down to the top 200. At this stage the mentor and one of India’s leading fashion designers, Sabyasachi Mukherjee, personally evaluated all entries to select the top 10 contestants. These ten contestants went through gruelling rounds of eliminations, which tested their limit and sense of aesthetics and finally one emerged victorious as India’s best designer.

The journey of these upcoming designers and emergence of India’s next top fashion-designing icon from sketch to store can be witnessed in an eight-part series, titled ‘SketchtoStore’, which will be aired on Bindass on October 17 18, 2015, with programming content created for weekends (Saturday and Sunday at 9.00 pm). The show features Kalki Koechlin as host and Sabyasachi Mukherjee as coach and mentor.

Speaking about this initiative, Sameer Sainani, Director, (Response), BCCL, said, “The Times of India believes in providing a platform to young and talented individuals. Initiatives like ‘Femina Miss India’ and ‘ET Young Entrepreneurs Awards’ provide an impetus to young people to step up to the challenge and emerge victorious. Designer hunts across the world attempt to create fashion icons, but there is no competition which opens up the world of fashion like SketchtoStore, which has been created to ease the journey of every fashion design aspirant who dreams to make it big. Every contestant gets exposure to the real world of fashion from a mere sketch and eventually into a store.”

The winner will be sent for an international fashion scholarship in Milan for three weeks in January 2016 to get an understanding of the dynamics of fashion, trends as well as fashion marketing.

Brand Only will open up its doors to incubate the winner for five months from November 2015 to April 2016 to hone his/her skills and experience what it is like to create a retail fashion capsule collection. During this incubation period, the specialised team at Only will support the winner to launch their own label, which will be retailed out of stores across 19 cities.

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