Reality Hits The Runway Hundreds of aspiring models to compete in Model Icon...Boot Camp

Atlanta, GA January 25 2004--Who will be the next Model Icon? will be decided within a three day "Boot Camp" and Model Search competition to be held February 20 – 22nd at the Sheraton Atlanta Hotel in downtown Atlanta. This one-of-a-kind competition hosted by Fem Deluxe and produced by ShockTheory Corporation, will include a number of celebrities and top designers apparel.

Three hundred aspiring models will attend a three-day industry workshop, appropriately called a "Boot Camp." Unlike the typical workshop in a classroom setting, participants will enjoy a weekend of luxurious accommodations at the Sheraton Atlanta Hotel. Each model will take part in seminars on make-up, hair, skin, and nail care, self esteem, poise and confidence led by the industry's top leading professionals. All taking place under the careful supervision of the Model Icon staff; who will maintain the true spirit of "Boot Camp" by donning military-styled gear. NBA Legend, Dominique Wilkins will host the swimsuit competition, where the Models will put what they have learned to the test, before a panel of guest judges and the general public.

Fem Deluxe, an upscale lifestyle boutique specializing in apparel, shoes, and accessories, is looking for a Model Icon spokesperson. The grand-prize winner of Model Icon receives a one-year modeling contract and will appear in the boutique's marketing campaign ads that will include national magazines, billboards, and television and radio commercials and several VIP appearances at high profile events

Model Icon…Boot Camp marks another successful foray by the producers, ShockTheory, to bring fashion, South. ShockTheory is the industry's most sought after urban experiential marketing agency. "We're ready for this…Atlanta is a great market to showcase the South's increase in arts and culture, which includes high fashion," states William Francis, Vice President of ShockTheory and Model Icon Creative Director.

In addition to the grand-prize winner, 125 finalists will return in March to participate in Atlanta's biggest industry/celebrity driven fashion show - Fem Fatale. The show, will feature international design talents such as Dolce and Gabbana, Roberto Cavalli, Chloe, Giv-n-Go Apparel, Ferre, Moschino, and Guiseppe Zannoti. Registration is required.

For more information about Model Icon, visit www.femdeluxe.com.

The event sponsors include AllStarWeekend.com, 360 Spa & Salon, Jezebel Magazine, and Sheraton Atlanta Hotel.





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