Kmart turns to customers for style help

HOFFMAN ESTATES, Ill. Kmart has launched a new Web site, Kmart.com/style, as part of its efforts to find a new style expert to serve as a fashion ambassador for the brand. Customers at least 18 years of age can submit photos of themselves in wearing their unique styles and will be judged by a celebrity panel on style and substance, the company reported.

"Our signature at the design center is the ability to create fashions that are both original, trendy and fashion forward," adds Lisa Schultz, evp of apparel design at Sears Holdings. We believe this campaign will not only help cultivate talent, but also enhance our ability to tap into the creativity and design savvy that we know exists in the market."

The winning customer will receive a chance to appear in Kmart's national advertising campaigns as well as spend a day working with the brand's private label designers in their Soho-based design center. The grand prize winner will also receive $10,000 in Kmart gift cards and a trip for two to New York City complete with theater tickets.