This year’s Swatch Alternative Fashion Week is scheduled to kick off on March 14th and continue through 18th. One of the biggest annual events where the new design talents are discovered is brought by Alternative Arts and sponsored by SWATCH. The swiss watchmaker which created two major awards – The Individual Designer Award and The College Award, is sponsoring the alternative week for the second consecutive year.

About 60 young designers will have an opportunity to show their works during five days at the Old Truman Brewery, Hanbury Street in London. The one whose designs prove the most innovative, will be chosen by judges from the world of fashion and will receive funds to help his further career.

Students from ten fashion colleges will set-out their customizations of a Swatch Original watch during the Week. After carefull consideration, and the most creative college will get “Swatch Aid”.

The director of Alternative Fashion Week Maggie Pinhorn said in a statement according to FemaleFirst.co.uk: ”We are delighted that Swatch is to be title sponsor of Alternative Fashion Week 2005 and help support fashion at grass roots level. The Week is all about showcasing the most original collections and finding the real fashion stars of the future.”

The participation in the contest is free, and the show will be open to the public daily from 1.15pm. New Models will star on the stage, showing the unique collections of young minds. For more information see www.alternativearts.co.uk.