Who will steal Fashion Crown at Scottish Fashion Awards!

26 Apr '11

4 min read

Organiser's of Scotland's most high profile celebration of fashion and style have announced the shortlist for the event's 'Scottish Fashion Icon' award, which will be presented at the 6th annual Scottish Fashion Awards in association with Vogue.com.

In a poll conducted by the Scottish Fashion Awards, asked 500 15 - 35 yrs olds in key Scottish cities, who they felt where 'Scotland's most fashion conscious and stylish celebrities'. The survey asked a random sample of 15 - 35 yr olds to rate their top 3 Scottish celebrities from a list of 20 provided to them.

"This gives us a great mechanic to formulate the short list," said Tessa Hartmann, founder and Chairman of the awards. "It's just a bit of fun to add to the awards, as all our other categories are very serious and judged by an international fashion panel - hence their credibility. But this year, before we go live with the fashion icon on line voting, we wanted to find out who our nation really thought was stylish. Now it's over to Capital FM listeners and the people across Scotland to cast their vote!"

Paul Cooney, Managing Director of Capital FM, sponsors of the award category said: "The nominees for 2011 superbly represent the variety and contrast among Scottish style and talent - everything from sophisticated glamour to cutting edge trend setters. This category showcases everything that Scottish fashionistas have to offer and provides a platform for us to recognise individuality and personal style. It's great to see such a mixture of faces from the worlds of music, fashion, television and film."

2011 Fashion Icon nominees are:

Gerard Butler, Tilda Swinton, George Lamb, Freya Mavor, Karen Gillan, Laura McGonigle, Sharleen Spiteri, Sam Robertson, ,Amy MacDonald, Kelly MacDonald

Tessa Hartmann added: "What started out as a bit of fun, actually became highly interesting to analyze. Fashion trends have always reflected major social and cultural changes. Here we see that 'fashion identity' from our list became very localized in this case. People voted as if 'they know the individual personally'. People can also become 'fashionable' and 'stylish' not necessarily for their clothes but for what their personality and characteristics represent. Ambitious, motivated, quietly confident yet powerful - someone like Kelly MacDonald, who might not be an obvious fashion persona, but through her incredible achievements becomes 'fashionable'!

"With the younger generation and strength of social media, there are people on there that might not be high profile but again, are highly influential in their respective fields. Laura McGonigle, a River City actress has a super cool look and mixes with a strong underground scene bulging with musicians, fashion stylists and creators - an eclectic mix of crazy yet driven individuals!

"Then we have the super stars like Gerard Butler, who's actual lack of fashion sense but rugged good looks & box office appeal, makes him highly popular choice - that's why it's such fun!" Hartmann concluded.

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