O’Neill Clothing, the original California surf, snow and youth lifestyle brand, today announced the complete details of its 4th annual “Generation Next” design competition and music event, in association with TEEN VOGUE, taking place on Saturday, October 15th at 6:00pm at Avalon Hollywood in Los Angeles, Calif. The evening will be hosted by fashion industry insider and television presenter, Louise Roe, a cast member on MTV’s hit show, “The City,” and most recently serving as co-host for MTV International’s red carpet coverage of the 2011 Movie Awards, VMA’s and EMA’s; and E!’s live coverage of the Royal Wedding. Joining Roe as part of the evening’s schedule will be rock band, Everest (Warner Bros. Records/Vapor Records). Tickets are on sale now at WantTickets.com for $10 in advance online or $15 at the door.
Marking the completion of a six-month program based at O’Neill’s headquarters in Irvine, Calif., five students from local Southern California high schools will present their original dress and handbag designs on the runway, featuring an O’Neill Swim fashion show with international supermodel and O’Neill brand ambassador, Elyse Taylor. Sponsored in part by Paul Mitchell, who also provides all the hair and makeup for the runway shows, and streaming live on O’Neill’s Facebook fan page, www.facebook.com/oneillgirls, this year’s event promises to be the biggest and most exciting yet.
The Grand Prize winner will be determined by text message votes from the audience and webcast viewers on the evening of the event, and judges from O’Neill and TEEN VOGUE.
The Generation Next program provides young designers with the tools and expertise to bring their designs to life by teaching the fundamentals and execution of apparel and graphic design, merchandising, manufacturing and marketing. In addition to working with an O’Neill mentor on a runway look, each finalist is tasked with building a group of peers to assist with promotional activities, model casting, runway production and overall vibe for their part of the final event. To help generate support, O’Neill visits each finalist’s high school in the weeks leading up to the show to help lead a pep rally, where each girl promotes her participation in the event.
To further expand Generation Next’s online audience this year, O’Neill has teamed up with entertainment news site, HOLLYWIRE, to feature exclusive behind-the-scenes interviews and video footage from the various steps leading up to the runway show. Readers can see what the design process is all about, learn about the finalists, and get a sneak peek of their designs and inspirations at www.hollywire.com.
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