Iconic Australian designer Charlie Brown has linked with one of the world's leading hotel operators and a top design institute to launch a landmark fashion initiative.
The Ibis hotel group, part of the international Accor Hotel Group, has joined forces with the Whitehouse Institute of Design to introduce the 'Style Our Threads' competition.
The initiative, the first of its kind, will see one emerging designer create new staff uniforms as part of the hotel group’s rebrand later this year.
Brown will lead the project, and will also act as a mentor to Whitehouse students as they work to come up with a series of designs for each of the three hotels. These will include: Ibis, Ibis Styles (formerly All Seasons) and Ibis Budget (formerly Formule 1).
The top 15, shortlisted designs will then be put to a public vote on the Ibis Australia Facebook site throughout July, where the Facebook community will choose the uniforms they want to see in each of the three hotels.
Those who vote in the competition will also go into the draw to win prizes from Charlie Brown and Ibis hotels.
The three socially voted finalists will move to the next stage of the competition and have a sample of their uniform professionally produced, working with Brown to create a first cut.
The three finalist designs will then be showcased at a fashion show at the Whitehouse Institute of Design during spring, where the overall Style Our Threads winner will also be announced.
The ultimate winner will receive a one month trip to Italy to study at the Academia Italiana Florence Fashion School, including flights and accommodation.
The winner, along with the runners-up will also all receive a three month mentorship with Brown, with the new student designed uniforms to be rolled out across Ibis hotels in Australia from 2013.