LCF 2011 MA Graduate Asger Juel Larsen was successful at winning the European heats for the International Woolmark Prize this week. He will now move on to the final where he will face off against four other menswear designers from Australia, America, Asia, India and the Middle East.
Copenhagen based designer Asger, a BA & MA Fashion Design Technology: Menswear graduate, beat nine other names to be honoured in the first dedicated men’s category of the prize’s history. To win the regional semifinal competition, designers were tasked with creating a look made from Merino Wool to show to a panel at the Shangri-La Hotel in Paris.
One judge, director of menswear at Hermes, Veronique Nichanian, commented on Larsen’s excellent delivery:
Asger’s presentation was very structured and well-articulated, his research on fabrics and textures was elaborate and accomplished. The decision was made as one voice.
The decision to crown the London College of Fashion graduate’s oversized cream coat (pictured above) was unanimous according to reports. Other judges on the men’s board included James Leaford, Fashion Editor of GQ France; Sarah Andleman, Creative Director of Colette; and Tim Blanks, Editor-at-Large of Style.com.
Asger was lauded for his “commercial understanding and application of Merino wool” – his oversized cream jacket taking centre stage at the proceedings.
Asger must now design a capsule collection in Merino wool to be showcased during London Collections: Men in January 2015. Success in the final round would see the designer walk away with an additional 100,000 AUD (£54,000) along with the opportunity to be stocked in retailers such as Harvey Nichols in London, Colette in Paris and 10 Corso Como in Milan.
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