Digital self service company Yeahpoint on Monday announced its fashion retail innovation MiMirror as the official initial audition platform for Singapore’s 2011 Elite Model Look contest and will now be rolled out across major fashion brand Guess stores across the country.

With over 400,000 women auditioning from over 70 countries in 2010, the Elite Model Look is the largest and longest running model search competition in the world and is renowned for discovering supermodels such as Cindy Crawford, Linda Evangelista and Gisele Bundchen.

Now, for the first time, Elite Model Look is using Yeahpoint’s MiMirror, a digital mirror that allows users to photograph themselves, compare images and then share these with friends, to help aspiring models create their potential winning initial entry through the power of digital technology as the key to hopefully making it through to the next stage.

Yeahpoint CEO John Anderson said the potential for competitions such as Elite Model Look to benefit further from digital technology such as MiMirror has only just begun and he predicts retailers and shoppers alike will benefit from this exciting new technology.

"For Elite Model Look MiMirror will allow more participants to be involved in the competition than ever before. It also enables retailers and brands to embrace and contribute to the competition by bringing the opportunity to participate directly to their customers’ in-store," he said.

"MiMirror also brings the catwalk into the store, so for brands such as Guess this allows the consumer to become more engaged with the merchandise and offers a fantastic draw card. The result is ultimately positive for all concerned."

Singapore's first level auditions are being held from Saturday with budding models simply needing to visit  Guess's Ngee Ann City store, with more stores to be announced soon, and provide their very best "Elite Model Look" before submitting their image and entry form through MiMirror’s simple touch screen interface.

As the Elite Model Look competition grows beyond Singapore to other Asian nations, other retailers can also look to become official audition venues and utilise MiMirror to engage consumers both in-store and online.

"MiMirror allows retailers to leverage directly off their customers social networks through the sharing of branded images as well as their entire experience," said Anderson. "This provides a brilliant marketing channel for the fashion retail sector, not to mention the added bonus of having potentially thousands of young people coming to your store to audition."

The competition is targeted at young aspiring models with the best entrants from the first level of auditions going on to the regional finals in Shanghai in December, with the global finals to be held in Paris in January.