Fashion-able: Favourite moments from WMCFW

It’s a wrap! After months of planning, another successful season of World MasterCard Fashion Week is behind us. After a restful weekend, we’re just now having a chance to take a breath and reflect on a few of the amazing moments we experienced last week. From the front of house to the backstage, the ladies of the fourth floor saw it all. Here are are a few of our highlights.

We always love when
talent comes out to support Canadian designers. 
One highlight was seeing the beautiful Elisha Cuthbert, who
came out to see one of our favourite designers, Sunny Fong for VAWK. A true supporter (she’s rocked VAWK on the red carpet), it’s always great to see talent supporting each other. Other fave faces spotted include Rudy Gay, 
Arlene Dickinson, Stacey McKenzie, Jessica Lowndes, Amanda Brugel, Carrie-Lynn Neales and Danny Fernandes.

Image credit:

So many of our designers are so sweet and humble during their big moment! For us, watching
designer Travis Taddeo take a well-deserved walk down the entire studio runway
with one of his models after his show was the best. After all their hard work, the designers
should be celebrated, so we love when they poke their head out from backstage for
more than a couple of seconds. 

Photo credit: George Pimentel

We love seeing what calendar regulars are up to each season, but we always love a new show or face on the runway. Seeing an absolutely filled room for the long-awaited return of Stephan
Caras’ show made us really happy. Every seat in the house was full – with 150 people standing around
the top to get a glimpse of the black and white collection. It was amazing to
see such a warm welcome for the veteran designer returning to show at WMCFW. Similar feelings seeing the outpouring of love for Izzy Camilleri with her return to the runway this season.

Photo credit: George Pimentel
We love seeing how the designers incorporate their personal inspiration in their collections. Another best fashion week moment was during the David Dixon
show – he created a powerful video and audio montage that played for a few
minutes before the models took the runway, and set the tone that women were
strong and powerful – and do not need to “know their place”. The show that
followed was similarly strong and the mood in the room was pretty incredible.
Made us feel full of girl power.

Photo credit: George Pimentel

We may all try to be fierce and stylish at fashion week, but sometimes a little humour is necessary. From our post guarding the backstage door, we had to smile as the (amazing) volunteers encircled Mackage’s black latex runway  – guarding it against anyone stepping on it!

We also love a good zen ‘tude shown by a runway veteran. This season, it was a pleasure working with Soia & Kyo designer Ilan Elfassy. He was so laid back and relaxed
before his show on Thursday that we wanted to bottle up his relaxed energy. We also
wouldn’t mind having a few pieces from his collection.

Photo credit: George Pimentel
Front of house also provides some great moments: particularly the designer guest entrance doors, which are always a fun spot to stand. Chock-full of the designer’s friends and family, the line is always buzzing with excitement. This season, we had the pleasure of chatting with the lovely Ms. Chloe comme Parris – their mom – first in line to see her daughters’ show. 

Photo credit:
In a similar vein, we love the energy of a fan of fashion experiencing the excitement of the runway for the first time. We had the pleasure of meeting and getting to know one lucky Vancouverite who won an all-expense paid trip on Facebook to World MasterCard Fashion Week in Toronto. She brought her friend from Calgary and the two attended all the shows from Tuesday to Friday. They were always first in line to ensure they got the best seat for every show; and watching their excitement and awe of the atmosphere (and seeing Jeanne Beker up close) was incredibly memorable. 

Who doesn’t love the non-models rocking the runway during Heart Truth? Such a fun atmosphere, we love it when they show a little personality! This year’s highlight? A toss-up between beautiful 91-year-old Gladys walking the runway to a standing ovation or Jennifer Valentyne killing it with a little flash of her heart-print panties. 

Photo credit 

Finally, the show-stopping gowns at the Pavoni runway show, complete with a confetti cannon, was the perfect exclamation point on a beautiful and inspiring week of Canadian design.

Photo credit: @mikaelderderian (instagram)


Photo Friday: World MasterCard Fashion Week Fall 2013

Today is the last day of World MasterCard Fashion Week Fall 2013. It’s been a jam-packed whirlwind of beautiful men, women and clothes. If you missed a minute of the runway strutting, celeb spotting or general fabulousness this week, feast your eyes on today’s Photo Friday and FOMO no mo! 


World MasterCard Fashion Week: Day one recap

There is nothing quite like the
opening night of
World MasterCard Fashion Week. The excitement is palpable as
fashion industry, media and addicts catch up at their bi-annual reunion while
waiting for the doors to open.

Once everyone is seated, a hush falls
and before the lights get brighter and the music starts pounding out the beat
of a catwalk strut, the anticipation builds for the first glimpse of spring/summer 2013. Here are some of our favourite looks
from day one:
Holt Renfrew came out with their
fall/winter 2012 line-up, which is fun since every single look is in store and can be purchased now. Instant satisfaction. Fashion-forward, elegant looks made for a great start to the evening.

Image courtesy of Steve Alkok, Its All Style To Me.
We love this combo of solids and prints, it’s preppy with a fashion twist from MSGM, Kate Spade and Ela.
Image courtesy of Steve Alkok, Its All Style To Me.
This Pavoni gown is stunning. It deserves a red carpet.
Image courtesy of Steve Alkok, Its All Style To Me.
Glamorous, sleek cuts combined with crisp colour blocking make this top to bottom Celine look a winner.
Kimberley Newport-Mimran wowed again with Pink Tartan‘s Spring/Summer 2013 combining lady-like fabrics and styles with girlie prints and alterations.

Image courtesy of Steve Alkok, Its All Style To Me.
This look is the epitome of youth, fashion and class.
Image courtesy of Steve Alkok, Its All Style To Me.
Seafoam green will make a return next spring, as evidenced with this lovely dress.

Image courtesy of Steve Alkok, Its All Style To Me.
We love the texture and shine in this glamorous-yet-demure outfit.
Pavoni closed the night with a spectacular display of sumptuous gowns. Designers Mike Derderian and Gianni Falcone explored glamour with delicate lace overlays that sparkled in the runway lights. 

Image courtesy of Steve Alkok, Its All Style To Me.
We love this simple dress, made exquisite with lace overlay.

Image courtesy of Steve Alkok, Its All Style To Me.
The deep cut and fabulous styling make us think of all the divas who could rock this on the red carpet.

Image courtesy of Steve Alkok, Its All Style To Me.
The name Chateau de Versailles is fitting for this collection of showpiece dresses.

Photo Friday: Orange Crush

It can brighten up grey fall days, distract from the horror of impending snow, and is the official colour of Halloween. Today, we pay homage to a cheery, warm hue, that can be lovely and sophisticated, in our orange-themed Photo Friday.

DG for the win!

Today on the fourth floor, we’re proud to announce that our very own boss lady, Debra Goldblatt-Sadowski, is nominated for PR Professional of the Year in the first-ever BizBash Toronto Readers’ Choice Awards. The awards are based on reader votes, so we’re calling on our friends, family, readers and colleagues to help our fearless leader take the award this month.

Photo credit: Jessica Blaine Smith

You may know Debra from her work talent-wrangling at TIFF, managing the crowds at fashion week or any number of projects she’s worked on since founding rock-it promotions in 2000, but we want to bring you the inside scoop on DG. So today, we present 10 secret reasons why she deserves your vote:

1. Debra has a poet’s soul. No, really. She studied creative writing at Concordia University and always dreamed of becoming a poet. However, that soul also has a pragmatic side that encouraged her to channel her love of writing into something more lucrative than poetry.

2. She can hook you up. Not only is she keeper of the keys at some of Toronto’s most exclusive events, one of her first jobs was working for a dating service.

3. She’s the
woman behind the man in the mask.
working with Woody Harrelson, who starred as the comedic superhero
“Defendor” in the movie of the same name, to marrying Matt Austin-Sadowski,
who, once upon a time, was a green Power Ranger, DG is basically the industry’s
own Pepper Potts.

4. She’s also a fairy godmother. Or at least according to her adorable three-year-old daughter, whose favourite game is “Fairy Godmother,” with Debra cast in the lead role.

5. She tweets it like it is. Sometimes sweet, sometimes sassy, Debra’s tweets are always on the pulse of Toronto. 

6. She’s a pioneer. A strong supporter of social media, she was one of the first PR pros to recognize the unique voice of social media, and in particular bloggers, creating controversy by inviting them into the tents at fashion week years before the term “street style” was part of our everyday lexicon. 

7. She has great taste. Debra was the first person in Toronto to start a full service gifting lounge company called Tastemakers (along with VP of Operations, Leesa Butler). Modelled after swag lounges in the U.S., she recognized a missing niche here and eight years later, has sparked some competition, but still has the best lounge at the festival.

8. On the Fourth Floor. rock-it was the first boutique agency to start a daily lifestyle blog back in 2010. Not one day has been missed since it was launched. The Media, Darling feature is our most popular and has attracted praise from competing agencies and journalists, alike.

9. Once you are part of the family, you stay part of the family. Many of rock-it’s clients have been on the company roster for many, many years. Drake Hotel, Alliance Films, Loblaw Companies, Fashion Design Council of Canada, Frigidaire and Electrolux, to name a few. Debra considers all clients to be top priority and always goes the extra mile, whether on vacation, weekends or evenings.

10. She’s a cool boss. Do you get to Google Tumblrs, do each other’s hair and attend wine tastings
during office hours? ‘Cause we do. Plus, we love our flexible dress
code, the fact that we can bring our dogs to the office, and
occasionally start our emails to her with “Hey, man.”

For these reasons and more, please support #debgeeforthewin and help her take the award at BizBash’s Celebrate Toronto Events 2012 reception on May 22. Visit to cast your vote! Voting is open until Thursday, May 17 and you can vote once per day, every day.

Rave: NYFW highlights

For the last week, New York Fashion Week has dominated our news feeds, time lines and Twitter. After seeing the collections online (and a couple in person), we can’t help but get excited about our very own World MasterCard Fashion Week just around the corner.
Fashion week can be overwhelming, so much to see, way too much to read and a ton of collections, new designers and trends to follow. Here, we’ve picked a few of our favourite shows with looks we’d love to rock.

New Zealand based Karen Walker showed a collection full of great pieces and accessories including her sunnies and amazing shoes. We fell in love with the jackets, featuring pops of colourful shirts and the very wearable skirts and dresses, take a peek at the full show here. We’ll take one of everything please. 

Images via Fashionologie.
Beads, pom poms and tassels were all over Altuzarra‘s FW collection. All of Joseph Altuzarra’s looks were fun, flirty and we could find a place to wear each and every one. Check out the full collection here at

Altuzarra Fall 2012 Ready-to-WearAltuzarra Fall 2012 Ready-to-WearAltuzarra Fall 2012 Ready-to-Wear
Images via

Always a great show – Marc Jacobs incorporated oversized hats with their structural dresses and chunky knits to put on an eccentric show with lots of texture. Though we may not be stepping out in a big fuzzy hat anytime soon, the skirts, dresses and shoes are on our radar for fall. 
Images via

Other notable show shout-outs include Gen Art’s Samantha Pleet show, Theyskens’ Theory and Derek Lam.
And as with any fashion week, outside the tents models, editors and fashion-forward attendees are stopped for their street style looks. After hours of enviously following our favourite sites, we’ve picked some of our favourite bloggers with street style we covet. 
Elin Kling always manages to look effortlessly stylish – she mixes a palette of black, greys, leather (all staples in our wardrobes) and pulls them together in fashion-forward looks. 

Images via Style by Kling.
Hanneli Mustaparta always has a chic, polished look. Being a former model probably doesn’t hurt either. She does great things with colour and can really do no wrong in our eyes. 

                                             Image source.                         Image source.

Leandra Medine, the Man Repeller always makes our lists – her innovative combos and mixing of prints, patterns and fabrics inspires us to increase our layers, amp up our accessories and experiment with new looks. Isabel Marant sneakers paired with a cocktail dress? We’re into it. 

Images via

Fashion-able: The ballerina bun

They were prominent during TIFF, Toronto Fashion Week and often make red carpet appearances. Worn on and off the runway, the ballerina bun is not only great for sprucing up your mane routine, but also for events and upcoming holiday soirees. 

Ever wondered how to turn your locks into a glorious pile of hair atop your head? We’ll teach you our secret, but put away your EZ buns, donuts and socks. 

Time needed: 
5 to10 minutes 
Dry Shampoo
Bobby pins – minimum of 5
Hair elastic
Hair spray
A friend (it’s easier to have someone else do this for you, especially the first time)

Step 1: The Thickening
This look works best on hair that’s a day or two dirty. Don’t be discouraged if you feel your hair is in need of a wash – enter the dry shampoo.  Spray or powder it all over your roots, all around your hairline and give it a good rub. Our fave is Ojon Dry Cleansing Powder, $24.

Step 2: The High Pony
Grab your elastic and make a high ponytail at the crown of your head. Easy enough, right? 

 Step 3: The Tease
Take your hair into five sections and tease it like crazy. Does it look like a hot mess? Good, you’re on the right track. 

Step 4: The Pinning
This is the step that takes a little finesse. The most important piece is the front section. Take the piece and loop it around the front, using the comb to smooth it over where you got a bit wild with the teasing. After you have that pinned down, the rest is simple, just move around your bun pinning the rest into place.

Step 5: The Spray
Spray everywhere and spray a lot – and you’re done! Check out some of the ‘after’ shots below.

Try it out and let us know how it goes.