IMG and Mercedes-Benz Canada announce mentorship program for newbie designers

Last night, Mercedes-Benz Canada announced its first foray into fashion: a partnership with IMG to launch an incubator called Start Up for new Canadian designers. The first program starts in two provinces (expanding to four in the second year), and features designers with less than five years of experience vying for a spot. Mercedes promises to mentor the designers by providing access to industry experts, and the four semifinalists will show at Toronto LG Fashion Week in October. The winner will have even more “access to key industry mentors,” as he or she will prepare a solo show for Fashion Week in March 2012. We’re excited about the prospect of nurturing Canadian talent, but seeing as an SL 65 starts at $240,100, it’s too bad Mercedes couldn’t at least throw some money in the finalist’s direction, for, well, stuff designers need, like fabric and sewing machines.

• Mercedes-Benz Canada and IMG announce the launch of the Mercedes-Benz Start Up program [Globe and Mail]