Bermuda shorts are the logo for the Department of Tourism's first ad campaign in five years, it was announced yesterday.

And to help launch the new blitz, designers from top fashion houses in the US have each created their own, unique take on the traditional Bermuda shorts.

"Our new branding campaign gives consumers a fresh look at an Island that - like Bermuda shorts themselves - provides understated elegance and sophistication with a dash of colonial charm and British culture - all within easy reach," said Tourism Minister Renee Webb.

The Department of Tourism is teaming up with the Council of Fashion Designers of America Foundation to support the organisation's educational initiatives, including scholarship programmes for fashion design students in the top universities across the country.

The result of the partnership is that 12 of the industry's hottest fashion and accessories designers from the Council of Fashion Designers of America (CFDA) have each made a one-of-a-kind pair of Bermuda shorts. The 12 designers include: Bill Blass, Alexander Julian Private Reserve, Chaiken, Cynthia Steffe, Diane von Furstenberg, Jack Spade, Lana Marks, Luca Luca, Nanette Lepore, Nicole Miller, Rebecca Taylor and Zang Toi.

"These influential designers are offering a fresh take on a quintessential Bermuda fashion statement," said Ms Webb.

Peter Arnold, executive director of the CFDA, was equally excited about the joint venture. "The launch is a wonderful opportunity to showcase the diverse and creative talents of 12 of America's top designers," he said.

"We are grateful to the Bermuda Department of Tourism for their contribution, which will help the CFDA to develop and implement programmes to foster the future leaders in American fashion."

The designs will be unveiled at Bermuda's brand launch party at the Dia Annex in New York City on January 30.

The inside of Dia Annex will be decorated with life-like projections of swimming pools, secluded beaches, exotic Caribbean-themed cuisine and tropical drinks. The designers responsible for creating this tropical vibe in New York's current arctic temperatures are Avi Adler and David Stark.

A special performance by Angelique Kidjo will round out the evening. The creative for the new multi-media campaign, developed by New York agency Arnold Worldwide, will also be on display that night.

The occasion will serve as the official kick-off to the Island's new and sophisticated campaign, which hits the North American market this month.