Fountainhead executes the Max Elite Model Look show
by Dharm Patel Business Events | October 19, 2014 | News
Max Elite Model Hunt Fountainhead Entertainment
Fashion brand Max tied up with international modeling contest ‘Elite Model Look’ (EML) to be its title sponsor for its first edition in India. The contest is said to attract more than 350,000 participants every year from 800 cities in 74 countries and five continents.
Fountainhead Entertainment was appointed to execute the entire pageant, right from its regional casting rounds across Mumbai, Delhi, Bangalore, Kolkata and Chandigarh in August and September; national casting round last month, grooming week earlier this month to the finale on Oct. 12, at Sofitel Hotel in Mumbai.
Commenting on the association, Rohan Salvi, Vice President - Business Development and Client Servicing (Events), Fountainhead Entertainment, said: “We have worked with Max on a number of projects in the past. We have also had a good working relationship with Marc Robinson (Project Director – Elite Model Look) and have organized multiple fashion shows for him in the past.”
Speaking about their tie-up, 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."
As a part of Max's association with the contest, the auditions were held at Max storefronts in select malls. The pageant saw about 150 people including faces from the fashion industry and media personnel. The panel of judges included three officials from EML, Vasanth Kumar (Executive Director, Max) and designer Narendra Kumar.
The contestants walked the ramp thrice sporting different looks, right from smart/dressy casuals, stylized jackets, bold/luxurious graphic shirts to even glossy t-shirts. Each round was interspersed with a singing performance by Rachel Varghese.
Commenting on the time-related issues faced during the event, Salvi said: “The lighting, content and tracks had to be personalized for each of the contestants within an extremely short duration of time. Changeovers from one look to another and lining up of contestants for the next sequence had to be done within a span of only a few minutes.”
The pageant, which sees 350,000 participants every year across 70 countries, marked its foray into India this year.