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MENAFN Press - 06/01/2014
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Crowne Plaza Dressed to Rest Contest
(MENAFN Press) Crowne Plaza Hotels and Resorts has challenged budding design students from across the region to design stylish sleepwear that help to promote a good night's sleep. As part of the 'Dressed to Rest' competition, students must create a design which combines both form and function for the traveller on the road to success.

From 6 January 2014 fashion design students across Asia and the Middle East are invited to submit a formal sketch accompanied by a description of their design and inspiration via Instagram, by using the hashtag #DressedtoRest. The submissions will be judged in the UAE by Theresa Sidhu, Director Brand Management for Crowne Plaza in Asia, Middle East and Africa; Tamara Hostal, Director and Founder of ESMOD Dubai; Denis Ravizza, Associate Director of ESMOD Dubai; and Dubai fashion blogger, Kat Lebrasse. The number of public votes the design sketches attract on Instagram also will be taken into consideration.

Theresa Pragasam-Sidhu, Director Brand Management, Crowne Plaza Hotels & Resorts said: "We do our best to make Crowne Plaza hotels and resorts places that are conducive to getting a good night's rest. We know that a peaceful sleep helps our guests stay on the top of their game, which is why we want to create comfortable and stylish clothing to help them rest and rejuvenate after a hard day's work.

"With the incredible talent of local fashion students and knowing how competitive the fashion world is, being able to help promote and celebrate up and coming designers is the perfect way to highlight some new and fresh ideas on how to get Dressed to Rest. Our expert partners will help provide insight into fashion and sleep ergonomics to help inspire their creations."

The competition criterion takes into account overall design, comfort for a good night's sleep, creativity and consistency with the Crowne Plaza brand. Voting takes place via a dedicated Statigram page that will host all #DressedtoRest submissions and allow both the public and judges to review and vote for their favourites.

Tamara Hostal, Director and Founder of ESMOD Dubai, commented: "We at ESMOD Dubai are excited by this unique partnership with Crowne Plaza and opportunity for our students to showcase their design skills in sleepwear, which is a growing and high potential area of the fashion business.

"Sleepwear presents an interesting challenge for designers", Mme Hostal adds, "as style and appearance must be balanced by comfort to truly fulfil its purpose. I am sure that the students of ESMOD Dubai will rise to the challenge and create some imaginative, innovative and statement sleepwear designs and I look forward to seeing what they, and their counter-parts participating in 'Dressed to Rest' in India, Japan and Singapore, create in answer to this brief."

After the initial round of voting, 10 shortlisted students from each market will be invited to create their designs and bring them to life, with the Grand Winner being announced on 14 March, which is World Sleep Day 2014.

In each of the countries the competition is taking place in, there will be one Grand Winner from each crowned, including the UAE, Singapore, India and Japan. A winning design from South Africa has already been chosen, as part of a sleepwear competition which took place in partnership with South Africa Fashion Week, while a separate 'Dressed to Rest' design search in Australia will begin in March. Ultimately, there will be a six-piece collection of Crowne Plaza sleepwear “ one from each of the diverse markets.

The competition is only open to fashion design students from ESMOD Dubai (UAE), Pearl Academy of Fashion (India), Sugino Gakuen (Japan), Nanyang Academy of Fine Arts (Singapore), LASALLE College of Arts (Singapore), Raffles Design Institution (Singapore) and any accredited design institutions based in Singapore.

Students should submit their sketches with their name, country, a short description, what makes it stylish and ideal for a good night's sleep, as well as using the hashtag #DressedtoRest.

For more information on Crowne Plaza Dressed to Rest contest, please visit: http://statigr.am/contest/pyzw/crowne-plaza-dressedtorest-contest. Submissions close 2 February 2014.


About Crowne Plaza® Hotels & Resorts
Part of the IHG global portfolio, the Crowne Plaza Hotels & Resorts brand is a dynamic upscale hotel brand located in nearly 65 countries around the world in major urban centers, gateway cities and resort destinations. As the fourth largest upscale full-service hotel brand in the world and one of the fastest growing, the Crowne Plaza brand has a solid foundation for future growth. The portfolio has doubled since 2003 to nearly 400 hotels, and the global pipeline has increased fourfold to nearly 100 hotels. At Crowne Plaza hotels, we help our guests feel energized and productive, with 24-hour business services, wireless high speed Internet access in the lobby, and fitness and leisure facilities. Our Sleep Advantage program ensures our guests get a great night's sleep to power through their day. For reservations at Crowne Plaza properties, visit www.crowneplaza.com. Connect with us on Twitter: www.twitter.com/crowneplaza or Facebook: www.Facebook.com/crowneplaza. About IHG (InterContinental Hotels Group): IHG (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of nine hotel brands, including InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites, Candlewood Suites, EVEN„ Hotels and HUALUXE„ Hotels & Resorts.IHG manages IHG Rewards Club, the world's first and largest hotel loyalty programme with over 76 million members worldwide. The programme was relaunched in July 2013, offering enhanced benefits for members including free internet for Elites across all hotels, globally.IHG franchises, leases, manages or owns over 4,600 hotels and 679,000 guest rooms in nearly 100 countries and territories. With more than 1,000 hotels in its development pipeline, IHG expects to recruit around 90,000 people into additional roles across its estate over the next few years.InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales.Visit www.ihg.com for hotel information and reservations and www.ihgrewardsclub.com for more on IHG Rewards Club. For our latest news, visit: www.ihg.com/media, www.twitter.com/ihg, www.facebook.com/ihg or www.youtube.com/ihgplc.

 


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