Department store retailer John Lewis has teamed-up with ITV1 daytime show This Morning to give viewers the chance to design a dress to be sold in John Lewis stores.
The competition, due to be announced on This Morning later today (September 3), will invite viewers to submit their designs to a panel of judges which will include John Lewis head of fashion buying Jo Hooper and London Fashion Week design duo PPQ, Amy Molyneaux and Percy Parker.
Entrants will face a series of challenges, including pitching their design, making their dress and showcasing it in a catwalk show as well as marketing their dress in a window at John Lewis’ Oxford Street Store.
The winner will then be announced during a live final on This Morning on Thursday October 11, 2012.
The winning design will be sold in selected John Lewis stores over Christmas 2012 with all profits going to Cancer Research UK.
“This is a great opportunity to harness some of the UK’s enthusiasm for fashion design and discover some amazing untapped talent,” said Hooper.
“I am really looking forward to seeing the designs and have no doubt that we will be producing a beautiful dress for the Christmas season.”
The competition is being facilitated by fashioncapital.co.uk, a Fashion Studio for patterns, toiles and production in East London.