Fledgling designers take the initiative

A new e-business established to kick-start designers' careers is expanding its offer.

The project, titled Launch Initiative, went live in March featuring an online format inspired by TV hit Project Runway.

Launch Initiative marketing and public relations director Lia-Belle King said it was aimed at younger designers and open to design students or designers not yet stocked at retail.

"Entrants log onto the Launch Initiative website and design garments based on a theme created by Launch Initiative. The designs are then voted on by the public. It costs designers $150 to enter, but when you consider what they win, it's worth the price. We manufacture and distribute their clothes for sale to leading retailers - and it's a great way to get their brand out there and get guidance with design and distribution."

Registration is free for consumers, who can purchase from the designers' collections via the company's website.

Following the debut of its core fashion segment in March, the company expanded into sleepwear in May, with winning sleepwear designs to be announced this month, she said.

"The relative simplicity of designing sleepwear is a good way for designers to expand their portfolio, with the segment also inviting graphic designers to submit their print designs for sleepwear."

Winnings included $500 cash and royalties from each sleep garment sold through Launch Initiative.

Over the longer term, Launch Initiative swimwear, sportswear, lingerie, kidswear and basics initiatives are also in the pipeline.

"Next year, we'll also introduce a separate designer program designed to further promote the careers of our successful designers. They'll get intensive mentoring on all key areas of fashion, including manufacturing, business planning, PR and portfolio building," King said.

The company's five-year plan included rolling out its concept to international markets, starting with the US followed by Asia, she added.

Launch Initiative creative director and fashion student Laura Poole - whose collection debuted through the site's fashion initiative, as a template for other designers - said she'd learned a lot through the scheme.

"[It] has been one of the best opportunities I have ever grabbed, from seeing my designs go through the entire manufacturing process, to doing photo shoots and seeing my clothes for sale online."