Shawl Dawls-Innovators Of The Convertible Shawl Hand-Picked As One Of The Exclusive Finalists At Phoenix Fashion Show For Emerging Designer Of the Year 2012.

Online, July 23, 2012 (Newswire.com) - Shawl Dawls has officially been announced as one of 12 up-and-coming designers competing for the title of Emerging Designer of the Year 2012 and a $10,000 prize package of goods and services to help launch their brand, generously hosted by Phoenix Fashion Week. Each designer was publically introduced at the announcement event held in June at Phoenix's Musical Instrument Museum (MIM).

Following the success of their debut fashion show and website launch last May (www.shawldawls.com), the budding company continues to experience great momentum with their acceptance into the Phoenix Fashion Week program. Their much-anticipated Spring 2013 collection will debut at the 8th Annual Phoenix Fashion Week Runway Show happening at Talking Stick Resort in Scottsdale, Arizona on October 3-6, 2012, with over 6,000 attendees anticipated.

Leading up to the big week, the 12 emerging designers will go through a three month brand launch boot camp under the mentorship of Brian Hill, Executive Director of the organization and a pioneer in the rising Arizona fashion industry.

Hill comments "I am happy to announce that this 2012 class of Emerging Designers are the best group that we have brought together in any one year!" Amidst the organization's seven-city tour searching for new talent - including Seattle, San Francisco, Los Angeles, St. Louis, Flagstaff, and Tucson - Shawl Dawls was discovered and invited to participate in this exclusive fashion event. This launches their brand in the nation's fastest growing market - Phoenix/Scottsdale - and gain nationwide exposure in the world of fashion.

Through this program, Shawl Dawls will have the incredible opportunity to present and sell their line to buyers of the largely popular online retailer, Zappos.com. The designers, Julie Cruz, a 2006 FIDM graduate with a degree in Apparel Manufacturing Management, and Roshena Chadha, who studied Fashion Design at the prestigious FIT in New York, have created a harmonious partnership meshing Julie's production experience with Roshena's passion for design, each of them fed by a long-time desire to be business owners.

"We are so honored to be able to work with and learn from the Phoenix Fashion Week team and truly appreciate their practical approach to helping young designers succeed. Can't think of a better place to be to help take our business skills and brand to the next level," says the Dawls duo.

Fashionistas who can hardly wait for October's fashion week will get a chance to preview what's to come at a mini runway show on August 10 at Degree 270 Lounge atop the Talking Stick Resort, where each of the 12 designers will showcase four looks. This event will also be hosting a trunk sale so attendees will have the opportunity to shop from their favorite emerging designers.

To kick off fashion week in October, there will be the Fashionably Pink Celebrity Runway Show benefiting Susan G. Komen for the Cure, in which each designer will showcase one look inspired by the color pink. Enthused by Phoenix Fashion Week's dedication to humanity, Shawl Dawls is partnering with Girls In Power (www.girlsinpower.org), a non-profit organization that uplifts and empowers at-risk girls, to create a business education program for the young ladies who will help launch Shawl Dawgs, shawls for small dogs.

Follow Shawl Dawls on Twitter @ShawlDawls and Phoenix Fashion Week @PHXfashionweek.

Become a fan of Shawl Dawls on facebook to follow them on their journey to fashion week.

To see how one shawl can be styled 15 different ways, visit www.shawldawls.com/video.

ABOUT SHAWL DAWLS
Shawl Dawls, creator of the chic convertible shawl that can be worn 15+ ways, is a unique line of versatile shawls and cover-ups styling the everyday woman. It is practical fashion without compromising on style, offering fashionable formulas for multiple looks taking her from casual to dressy, from day to night. The emerging brand appeals to women who live busy lifestyles and desire simple yet chic fashion. Designers, Roshena Chadha and Julie Cruz, have a mission through Shawl Dawls to inspire women be creative with their fashion and step out with a feeling of sophisticated confidence and effortless beauty. To see their line and how-to-style video, visit www.shawldawls.com.

ABOUT PHOENIX FASHION WEEK

Phoenix Fashion Week is the leading fashion industry event in Arizona. Phoenix Fashion Week's core purpose is to push the Arizona fashion industry forward. The organization's mission is to bridge designers and buyers together through our three pillars of fashion, education, and humanity. Through educational fashion seminars, year-round fashion events and charitable partnerships, Phoenix Fashion Week continues to gain rapid acclaim for its community service efforts and for infusing world class innovation into the Southwest. For more information please visit www.phoenixfashionweek.com.