China's business capital will witness one of the most star-studded events of the year on November 26 when the annual Lycra in Style Awards honors the country's most stylish people at the Shanghai Shangcheng Theatre.
Stepping into its fourth anniversary, Lycra collaborates with Channel Young, Shanghai Media Group's popular lifestyle TV channel, to present this year's ceremony based on the theme "Beyond China, Beyond Fashion", reported China Daily Thursday.
The two major categories for the awards are technical and popular. The technical awards will acknowledge people from the fashion industry including models, designers and fashion photographers, while the popular awards will recognize the most stylish people in the fields of music, television, film and sports.
In addition, there are 10 awards voted by the public through a hotline or online at tom.com. Each of the 10 awards has four nominees. And people can select their icons as the Most Stylish Sports Person, Most Stylish New Comer in Entertainment, Most Stylish Male and Female Singers and Most Stylish Actor and Actress.
"It's a great feeling to know I've been nominated as the Most Stylish Female Singer from the Chinese mainland. More than clothes, it's your body language, attitude and how you carry yourself that's important. To me style is wearing what you're comfortable in and wearing it confidently," said Ai Dai, at a press conference held in Beijing.
Actress Fan Bingbing said: "It's a sweet surprise to know I am nominated as the Most Stylish Actress from the Chinese mainland. Style is not about clothes, fashion or trends. It's timeless. It's a sense of self and having confidence."
Besides the nominees, this year's ceremony will feature live music and dance performances by India's hottest acts and ramp walks from Bollywood.
"The annual Style Awards campaign and ceremony enable the Chinese youth to get a taste of truly international fashion right here in China. And this year will be more thrilling than previous three," said Wu Yan, vice-manager of Shanghai Butterfly PR Co Ltd which handled the 2003 and 2004 Lycra in Style Awards.
Lycra has been at the forefront in introducing fashion innovations that meet consumer expectations for new and better products as well as improved lifestyles.
Four years ago, Lycra pioneered the concept of the Style Awards in China, with the participation of super stars from fields as diverse as fashion, entertainment, sports and music.
Before the ceremony every year, the Awards are promoted through a national campaign that runs across print, outdoor, on-air, mobile and online media.
Last year, Lycra brought the same concept to India partnering with MTV and to Britain during London's Fashion Week.
"Lycra is committed to redefining style around China. After four years of development, Lycra in Style Awards has turned into one of the most eye-catching events in China's fashion calendar," said Erasmo G Schutzer, marketing director of Asia Pacific Apparel at Lycra.
The 2004 Lycra in Style Awards attracts sponsors including world leading cosmetics company L'Oreal, Chinese sportswear company Lining, Swarovski and Lacoste. Each company will sponsor an award at this year's event.
(China Daily November 18, 2004))
