Lane Crawford names Australian Creative Call Out design competition winner

Asian luxury department store Lane Crawford announced on Tuesday that Tom Fereday Design has taken out its debut Australian Creative Call Out design competition, which took place in Sydney earlier in May, 2018.


Tom Fereday - Lane Crawford

Selected from 240 initial fashion and lifestyle applicants, and then beating out 24 finalists to take home the win, Fereday is famed for his unique furniture and decor designs.

In a statement announcing the winner this week, the Australian was chosen by the judging panel for his "honest design, conveying a design process which celebrates the materials and manufacturing processes by collaborating with local makers." 

Fereday will receive prize money of 500,000 Hong Kong dollars, as part of an 18-month partnership with the company, which will also include access to Lane Crawford’s retail platform and mentorship.
 
"We believe that Tom's creativity will appeal to our customers in Greater China, not only are his designs intelligent and thoughtful yet incredibly enduring." 

"We look forward to taking Tom on the Greater China journey, where he will have the opportunity to showcase his creative products to a new growing customer base that shares in his philosophy of shared responsibility," said Ms. Kelly Wong, Director of Fashion, Lane Crawford.

Twelve runner-ups were selected to join the department store's business incubator program. The fashion and lifestyle brands will receive assistance in launching their collections up to two seasons, as well as mentorship and business advice. Lane Crawford will also feature the brands across key marketing campaigns.

The Creative Call Out is Lane Crawford's way of sourcing and nurturing new talent in fashion and lifestyle. The event in Sydney, which took place at The Woolmark Company's head office, was the eighth round to take place, with previous editions held in Los Angeles, Shanghai, Beijing, Chengdu, and Hong Kong.

The Australian judging panel was made up of fashion and design industry professionals including Edwina McCann, editor-in-chief of Vogue Australia; Mikey Nolan, creative director and founder of Double Rainbouu; Maurice Terzini, creative director of 10 Pieces and restaurant owner at Icebergs; and Stuart McCullough, managing director of The Woolmark Company.

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