Mumbai: MAX the country’s largest fashion forward brand has partnered with the world renowned and

prestigious modeling contest, Elite Model Look 2014 (EML) which marks its debut in India this year. The contest

completed its Regional Casting rounds in 5 key cities. These are Chandigarh, Delhi, Mumbai, Bangalore and Kolkata.

All the shortlisted models from these 5 cities walked the ramp for the “National Casting” on 21st Sept. 2014 at

Hotel Sofitel, Mumbai. Prominent personalities present included Marc Robinson, Designer Gaviin Miguel and

Total 20 models (10 Boys & 10 Girls) got selected at the National Casting. These finalists will undergo grooming

sessions with industry gurus like Marc Robinson, guiding and mentoring the aspirants to prepare for the grand

finale which is scheduled to take place in October.

The winners of October Grand Finale will then go on to represent India at the international finale in China and

secure a 3 year contract with the Elite agency.

This contest offered thousands of boys and girls across India, the opportunity to realize their dream and follow

in the footsteps of top models such as Cindy Crawford, Stephanie Seymour, Gisele Bundchen, Sigrid Agren and

Constance Jablonski. Judged by prominent personalities from the fashion industry and Executive Director of

Max, Vasanth Kumar, participants were shortlisted based on criterion like their ramp walk, first impression and

Commenting on the National Casting, Vasanth Kumar, Executive Director, Max said “With the launch of Elite

Model Look India 2014, Max reinforces its positioning of democratizing fashion and giving the indian models the

exposure to establish themselves in the international fashion circuit.”

Speaking on the occasion, Marc Robinson, Project Head of Max EML India 2014 said, “The fashion industry in India

today is bereft of “Supermodels” that once had an iconic influence in the fashion scene in the 1990’s, today they

simply and sadly don’t exist. With the introduction of a genuine initiative by the fashion brand like MAX and Elite

Model Look, Paris, it will provide an opportunity to aspiring young male and female models”

Nupur Tron, Licence owner of Elite Model Look in India said “Elite is the only network of agencies operating in 74

countries that guarantees an authentic modeling career opportunity. The Elite Model Look has always been no.1 in

scouting the world, attracting hundreds of thousands of entrants each year. I am very proud to bring EML to India

and bring the best of India to a unique springboard and integrate the modeling universe.”

“Elite Model Look coming to India will bring in an urgent need of picking up the best model talent across India. It is

great to see a global wave happening here and to be a part of this makes me feel even more proud ” said designer

Model Dipti Gujral said “It’s a great opportunity for young girls and boys to participate in Elite Model Look. Not

only it’s prestigious, it puts you on a very good platform.”

Max is the leading fashion brand offering customers a one stop shop for clothing, accessories and footwear needs

Max, a division of Lifestyle International (P) Ltd., has pioneered the concept of ‘value fashion’ in the country,

thereby offering the discerning shopper a vast choice with international fashion & quality. It offers apparel,

footwear & accessories that are of the latest fashion trends at a great price, making it affordable to many. The

store ambience offers an international shopping experience making shopping for the entire family an absolute

delight. In India, Max has over 90 stores across 43 cities including Mumbai, Delhi/NCR, Bangalore, Chennai, Kolkata,

Hyderabad, Pune, Bhopal, Indore, Kochi, Lucknow, Bhubaneswar, Jaipur, Jabalpur, Jammu, Kanpur, Nagpur, Raipur,

Surat, Vadodara, Gangtok, Ranchi, Siliguri, Agra, Allahabad, Amritsar, Bareilly, Chandigarh, Dehradun, Varanasi,

Calicut, Coimbatore, Hubli, Kannur, Madurai, Mangalore, Mysore, Pondicherry, Thrissur, Trichy, Trivandrum,

Vizag& Vijayawada. The brand plans to have a network of 120 stores by the end of the financial year.

Elite World is owned by Pacific Global Management (PGM), which is a talent management company in the

modelling and music industry, with a focus on luxury and live events. In addition, the Group owns Gold Typhoon,

the independent China-based entertainment label, and La Perla, the premium Italian lingerie brand. Elite Model

Management was founded in 1972, and is the world’s largest model agency, representing over a thousand models

Elite is home to many of the leading faces of the day, such as Adriana Lima, Liu Wen, Sigrid Agren,

Constance Jablonski, FeiFei Sun and Ming Xi. Elite is not just a network of model agencies; it is a true brand

synonymous with model management, the Elite Model Look contest, and world-class licensing. To learn more,

Elite Model Look is the leading international model search. It is active in over 60 countries across the world, and

attracts hundreds of thousands of entrants each year. It has discovered top models such as Cindy Crawford, Ming

Xi, Sigrid Agren, Constance Jablonski, FeiFei Sun and Gisele Bündchen amongst many other household names. It is

unique in providing the opportunity for young girls to enter the fashion world, and carve out successful careers. To

learn more,

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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