All the sparkle and romance of the latest fashion was captured in diamonds at the official opening of LBC's new reality programme, Mission Fashion sponsored by the Diamond Trading Company (DTC). Some of the Middle East's most impressive sets of diamond jewellery were on display, as a prelude to the launch of Rayana diamond sets by DTC on May 1.
Ten apprentice designers and 10 apprentice models from the Arab world will compete over the next eight weeks with one model and one designer being eliminated each week until the only winning designer and model remain to receive the coveted grand prize.
"We were very keen to participate in this large scale event as it gives the opportunity to add beauty and glamour to the models by wearing extraordinary diamond sets, giving them a feeling of exclusivity and matchless glamour,” Jonathan Chippindale, Marketing Director, DTC Gulf Markets said.
Mission Fashion, the reality TV programme, features designers and models from Saudi Arabia, Lebanon, Egypt, Morocco, Algeria, Jordan, Tunisia, Iraq, and Kuwait. The designers and models will reside and work together in a residence.
At the beginning of every week, Elie Saab will provide the designers and models with a mission to complete. Throughout the week, contestants will work towards delivering successful results.
The activities conducted by the designers and models will be broadcasted live on a 24-hour channel. A one-hour summary will be broadcasted on a daily basis on LBC. Every Friday, a prime will be broadcasted live with results of weekly missions.
The prime show will be broadcasted every Friday at 21:30 KSA, 18:30 GMT on LBC.
The Diamond Trading Company (DTC) is the diamond marketing arm of the De Beers Group of companies and supplies approximately 60% of rough gem diamonds to the world’s leading diamantaries. The DTC is better known to the public for its famous slogan “A Diamond is forever”.
The Diamond Information Center (DIC), with offices worldwide, handles consumer public relations for all levels of the diamond industry-from mining to finished jewelry.
