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L.e.i. Model Citizen Campaign in support of Fashion Delivers
29
Jan '10
In association with Teen Vogue, junior denim brand, L.e.i., exclusive to Walmart stores, is on the lookout for three model citizens to star in its next ad campaign. The micro site, leimodelcitizen.com, will act as the main point of entry for the contest. In addition, L.e.i. will host a national call to action inviting girls ages 15-21 to showcase their "life, energy and intelligence." These events in New York, Miami and Los Angeles, will give girls the opportunity to shoot a short video that shows how they represent life, energy and intelligence, and why they should be the next L.e.i Model Citizen.

The contest entry dates will run from February 1, 2010 to March 23, 2010 and girls will also be able to upload their own videos to the website, leimodelcitizen.com. A high profile panel of judges, including notable names from the fashion industry such as Teen Vogue Editor in Chief Amy Astley, designer Rachel Roy, models Chanel Iman and Ali Michael and Allan Ellinger, CEO of Fashion Delivers, will then select a grand prize winner and two runners up from the entrants. Participants will also have the opportunity to interact with some of the judges at each of the events. There will be an opportunity for the public to vote on the top ten finalists from March 25, 2010 to April 6, 2010.

"We are honored to work in association with L.e.i to recognize young women for their pursuits, creativity, and enthusiasm, by awarding them for their exemplary contributions as a 'Model Citizen,'" stated Laura MCEwen, Publisher of Teen Vogue.

The Grand Prize winner will receive a $100,000 college scholarship and a feature in L.e.i.'s Fall 2010 national advertising campaign, a fashion makeover and complete L.e.i wardrobe, Teen Vogue internship and a trip to L.A. to attend Teen Vogue's "Young Hollywood" party. Second and third prize winners will also receive special prizing.

Chanel Iman said, "I am proud to be part of this contest where young girls are rewarded for their inner beauty and outer spirit. It is an opportunity to acknowledge the importance of leadership at a young age and look towards our youth to be socially conscious leaders and role models, and therefore the next L.e.i. model citizens."

In partnership with Fashion Delivers, a national charity that believes "giving is always in fashion," L.e.i. will be encouraging young girls to pay it fashion forward by donating product to benefit the charity and asking participants to bring a jeans donation to each of the events. The first 25 girls to donate jeans at each of the events will receive a $50 gift certificate to Walmart. All girls will have the opportunity to help the mission of Fashion Delivers by being invited to Pay It [Fashion] Forward by spreading the word of the contest through Twitter and Facebook. With every tweet and Facebook forward L.e.i. will make a donation to benefit Fashion Delivers.

Jones Apparel Group Inc


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