Ford driving designers to the Edge

Whether or not we call it DGM - designer generated media - the automaker will award $5,000 for best vehicle-inspired fashion get-up.

Sleek contours, leather interiors, heated seats – they might just take on new meanings soon, thanks to Ford of Canada launching its second annual Taking Style to the Edge contest. The automaker is making inroads into the fashion community by teaming up with the Fashion Design Council of Canada and L’Oreal Fashion Week for the contest, which invites Canadian designers to submit outfits inspired by its Ford Edge CUV. The winner will take home the $5,000 Ford Fashion Award, plus $500 toward constructing the victorious ensemble.

‘We want to get people thinking about a non-traditional sponsor such as Ford of Canada at an urban, fashion-conscious event,’ says Ford’s marketing, sales and service public affairs manager, Kerri Stoakley. ‘We want to raise brand awareness among a young, modern demographic in a relevant and authentic manner. We have some inspiring and stylish vehicles, and bringing them into a fashion platform resonated.’

Initially, the company will use the FDCC and websites to spread the word to designers, whose submission deadline is June 25. Later in the summer, Flare magazine’s website and direct email will be employed to generate interest from the fashion-loving public, who will vote on the three top entries chosen by a panel of judges. The winner will be announced during L’Oreal Fashion Week in October.

By the way, the Edge has a panoramic glass roof and comes in fashionspeak-worthy nine colours, including crème brulee, dune pearl and blazing copper. More information is available at