Sears Hunts for Stylish Tweens with Contest

Posted by at 9:38 pm on August 1, 2010

Sears is looking to find the top tween style makers through its “Crush Your Style -“ The Search for America’s Top Style Crush” campaign. The new Sears digital program aims to find the kids with the creativity, guts and style chops to be number one.

“Our ‘Crush Your Style’ digital contest experience for back to school allows tweens to showcase their unique style creativity and win amazing prizes,” said Melanie Henson, chief marketing officer for Sears Apparel. “Our winning combination of top brands, hot trends at a tremendous value and a reinvented store experience gives tweens a completely new fashion-forward style destination in our stores. We’re looking to see how kids use and mix their own style ‘crushes’ to find back-to-school looks they love that reflect their unique personalities.”

Participants can visit the website, www.crushyourstyle.com to enter challenges issued by the elite Style Crush Panel of online movers and shakers, including teen celebrity Kylie Jenner, YouTube fashion and beauty celebrities and sisters Elle and Blair Fowler, and fashion blogger and upcoming jewelry designer Diamond Downs. To kick off the program, Jenner will be featured in a series of Sears Crush Your Style TV ads airing this fall. The Crush Your Style website will host a video-based Style Room, weekly style challenges delivered by the Fowler sisters and Downs, and an interface for girls to submit their photos and videos into the competition -“ with their parent or guardian’s approval.

Over five consecutive weeks, the Style Crush Panel of Experts will issue nationwide style challenges online to America’s tweens in order to find the top tween stylist. Each week participants will be issued a new themed challenge and be charged with choosing a fashionable look at Sears that fits with the theme. Participants are encouraged to choose an outfit that reflects their own personal style. Then, participants will upload a photo or video with them modeling the fashions they hand picked to the Crush Your Style website. The contestants with the most creative outfits will be selected by the Style Crush Panel of Experts to become a finalist to compete in the final challenge for the ultimate grand prize -“ the title of Sears Style Maker plus $50,000 and a family trip to a global fashion destination of their choice. Plus, every week one finalist will be chosen to win a family vacation for four worth $10,000. For more information www.crushyourstyle.com.

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