MUMBAI: Donatella Versace will be presenting the Best Costume Designer Award at the 4th Asian Film Awards (AFA). The award is a new addition to the AFA this year to recognize the work of Asian costume designers in cinema.

Versace Group vice president and creative director Versace is a giant in the fashion industry. Respected worldwide as an authority in design, she was made Honorary Chairwoman for London’s Fashion Fringe in 2008 and 2009, an industry event to uncover upcoming designer talent.

“I am deeply honored to be presenting the Best Costume Designer Award at the 4th Asian Film Awards. Fashion is a state of mind that goes deeper than what you can see with the eye, and the same goes for exquisite films that touch our hearts and minds. This award will highlight the convergence of design and cinema and promote talented designers in Asia across the world stage,” said Versace. Versace is a pioneer in inviting world-class celebrity endorsements to promote Versace, an iconic brand she built in collaboration with her late brother Gianni Versace.

“Donatella Versace is one of the most admired personalities in fashion today and we are proud to have her present the inaugural Best Costume Designer Award. She is a true inspiration to designers worldwide and has a special connection with people in Asia due to her deep personal care for this region and the humanitarian work she has carried out here,” said HKIFFS executive director Shaw Soo Wei.

This year’s Best Costume Designer Award will apply to Asian films produced in 2009 and will be decided by jury and voting members in accordance with AFA rules and regulations.