In a bid to expose Australian talent the General Pants Co has announced a new initiative.
The fashion brand, which has more than 40 stores nationwide, has launched an innovative project via its online mentoring program, Bubble.
The idea of Bubble, which was created in 2008, was to offer a platform for artistic prodigies to present their works to the greater world, on and offline.
As of November 1 Bubble artists will have the opportunity to submit their work on a rotational basis across eight creative categories including fashion design, music, TV/film, graphic design, photography, art and illustration, creative writing and blogging/styling.
The challenges will be fashion led and the first round of partner brand tasks include Lee, Vanishing Elephant, Levi's, The Library and Evil Twin, as well as the integration of Major Label, a record label owned by the General Pants Co.
General Pants Co’s general manager for marketing and online, Leanne Sheraton, said the initiative aims to provide solid avenues of exposure for the artistic community within a viable career progression plan.
“The evolution of the Bubble is an obvious one, it brings together everything that is good about General Pants – our amazing passionate artistic community, our brands and our vehicles to explode new creative concepts,” Sheraton said.
After three successful seasons General Pants Co has unearthed and exposed more than 4,000 artworks from over 2,000 local and international talented artists, with many designs proudly used in General Pants Co’s stores and in its and marketing materiel.
Challenges will result in various prizes including artwork being used for associated brand campaign collateral, as well as physical prizes such as Apple iMacs and iPads.
Bands can now apply to be a signed Major Label act through the Bubble, with a two-month artist package, including full record royalties.