Getaneh will be part of a six-member panel at the awards, hosted in partnership with Mr Price. Other judges are trend analyst Dion Chang, Elle's fashion director Chris Viljoen, fashion editor Sharon Becker and from Mr Price, trend forecasters Amber Jones and Karla Caffyn-Parsons.
The competition is open to recently qualified designers who have yet to launch their own labels. It provides a platform to discover the best new design potential in the country. The winner receives a mentorship programme with Mr Price and an overseas trip travelling with the its team to gain exposure to international trends.
This year, designers had to submit a storyboard with a women's wear collection of eight garments for Winter 2009/10. The theme was ‘One World'. Designers were encouraged to create an energetic modern and wearable mix of influences from across the globe.
Past winners include David Tlale, Frances Andrews (Library label), Tiaan Nagel and 2008 victor Anisa Mpungwe who has since launched her own label, Loin Cloth & Ashes. She designed a range for Mr Price which was a resounding success and has showcased a range at the Sweden Fashion Week from 10 - 16 August 2009.
“I have always been passionate about creating international awareness and appreciation of the rich and diverse cultures of Africa through art and fashion and I believe through these kinds of platforms like the Elle New Talent Awards, we can provide a platform for talented African designers to launch labels that will grow to be world famous,” stated Getaneh.
African Mosaique is a Johannesburg-based international enterprise that designs, manufactures and promotes high-end African inspired clothing and accessories.
Elle editor, Jackie Burger, said the awards would benefit greatly from having a judge of Getaneh's calibre who had vast experience in the global world of fashion.
“Anna's career spans close to 10 years modelling in the great fashion capitals of New York, Paris and Milan while working with renowned designers such as Christian Lacroix, Ungaro, Yves St. Laurent, Ralph Lauren, Escada and Donna Karan,” said Burger. Getaneh is also a humanitarian and does global advocacy work for children.
