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McDonald's and Harlem's Fashion Row Announce 2015 Lovin' Student Fashion

March 24, 2015

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McDonald's USA has joined forces with Harlem's Fashion Row™ (HFR) to challenge college students to showcase lovin' through fashion via the 2015 Lovin' Student Fashion Design Competition.

One grand prize winner will receive the opportunity of a lifetime – his or her limited-edition lovin' line of T-shirts and hooded sweatshirts will be displayed and distributed at HFR's Shop, Brunch and Be Social event during the fall New York Fashion Week, where the winner will also attend HFR's Fashion Show. In addition to the line being photographed by a fashion photographer, the winner will receive a one-on-one lunch and mentoring session with Bravo's "Fashion Queens" host Bevy Smith.  

Undergraduate fashion design students attending historically black colleges and universities nationwide are encouraged to enter. Aspiring designers must submit two T-shirt sketches and two hooded sweatshirt designs that are inspired by the bright, playful colors and tone of McDonald's new lovin' campaign. Entries are due by Friday, April 24 at 11:59 p.m. Eastern for their chance to win.

A panel of judges, which will be comprised of HFR alumni designers, key fashion and beauty editors and McDonald's representatives, will select five finalists. Sketches will be judged based on uniqueness of design, on-trend design, quality of designer's submissions, including biography, and overall completed application and submission. Finalists will be notified via e-mail and unveiled on Twitter via @365Black. Final selection of the grand prize winner will be left up to the designers' friends and followers, as all finalists must encourage their fan base to vote for their line on harlemsfashionrow.com and via Twitter and Instagram using #365LovinFashion. The line with the most votes will take home the win. The winner will receive two all-expense paid trips to New York City to participate in the photo shoot and Lunch with Bevy, as well as the HFR NYFW fashion show and event, respectively. Results will be announced via Harlem's Fashion Row's website and @365Black on Friday, May 15. More information about the competition can be found at harlemsfashionrow.com.

"Harlem's Fashion Row is excited to again partner with McDonald's to provide HBCU fashion students with this unique opportunity," said Brandice Henderson, CEO and founder of HFR. "The look and feel of McDonald's recent lovin' campaign is a great inspiration for these aspiring designers, as they seek to make a positive impact on the world through fashion."

The Lovin' Student Fashion Design Competition, in conjunction with HFR's initiative Harlem's Fashion Row-University (HFR-U) kicked off today on Clark Atlanta University's campus and was hosted by Smith.  As an extension of HFR's popular "Conversations With…" series, Smith led an informative question and answer discussion about her journey in the world of fashion, the importance of reaching out to millennials and her passion for mentoring. Additionally, students were treated to a variety of McDonald's favorites, including new Chicken Select Tenders, Ranch Snack Wraps, side salads and an array of Coca-Cola beverages.

This is the second consecutive year that McDonald's USA has partnered with HFR. Not only will this year's competition support HBCU fashion students, but McDonald's is also extending the lovin' to students of color nationwide through its donation to the Thurgood Marshall College Fund. The company will match proceeds raised from the Lovin' line, up to a certain dollar amount, to help give other students an opportunity to attend, or remain, in college.

"At McDonald's, we believe a little more lovin' can truly change a lot," said Kristen Wells, PR & Brand Reputation Manager, McDonald's USA. "And, that's why we're pleased to expand our program with Harlem's Fashion Row, as it allows us to an additional occasion to connect with and support college students."

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