 The 2011 edition marked the contest's 10th anniversary, with a jury that included Hilary Alexander, the Academy Award for Photography Dante Spinotti and featured the return of Viktor & Rolf.It was the year of the launch of ITS JEWELRY, the competition devoted entirely to jewelry.Shaun Samson, the winner of the Fashion Collection of the Year, participated in the London Fashion Week with his fashion line a short while later.