City Living: LGFW SS’ 12

TIFF has officially wrapped and it’s on to the next one. Next up? LG Fashion Week, beauty by L’Oreal Paris’ SS 2012 presentations. This season is poised to be bigger and better than ever, especially with fashion week’s brand new location. The tents have moved further east, and will be held in David Pecaut Square (right next to Roy Thompson Hall and the King St. streetcars).

While we savour every show and our hearts always race before the lights and music begin in the runway room, here are some shows we’re particularly excited to see:

 On opening night, we welcome LaLa Berlin, traveling from Deutschland for her inaugural show in LGFW. Carried in 60 stores worldwide and worn by celebs including Heidi Klum, Cameron Diaz and Jessica Alba, LaLa Berlin is known primarily for high-end knitwear. Watch the show on Monday, October 17 at 9:30 p.m. (by invitation only).

Look from Lala Berlin’s f/w 2011 collection.
One of our fave’s for the past few seasons are Toronto/Halifax sister-act duo Chloe Comme Parris, comprised of Chloe and Parris Gordon. Known for their artisanal skills, such as hand-made fabrics and dyes, the line epitomizes effortlessly cool style.  This show will be held in the intimate studio environment on Tuesday, October 18 at 7 p.m.
  
Look from Chloe Comme Parris’ f/w 2011 collection.
We’re also excited for VAWK‘s latest collection, created by Project Runway-alumnus Sunny Fong. Fong is best known for his handmade knits and dramatic accents. Also, we commend VAWK for their use of diverse models (read: beautiful and curvy). VAWK shows on Thursday, October 20 at 9:30 p.m.
Looks from VAWK’s f/w 2011 collection.
If you want in on the action, but don’t have a media/industry/buyer pass, you can purchase a general ticket to see the show (ranging from $20 for a single show to $175 for a full day pass). For more information on purchasing tickets, student ticket group rates, or a VIP ticket package, click here or email Samantha@fdcc.ca.
To win a set of tickets to a LGFW show, tweet us! The tenth person to tweet
@rockitpromo will win a pair of tickets to a selected show. Tweet “I want to check out @LGFWbyFDCC‘s Canada Cool with @rockitpromo.”

*Winners must pick up tickets at will-call before the show. 

 

LGFW: Media, Darling: Stefania Yarhi

Stefania Yarhi is an independent writer/photographer and CEO of Textstyles.ca (recommended reading according to NOW Magazine). She says, “If you don’t have anything nice to say, come sit by me.” But we know she’s a lot nicer than that. 

Twitter: @textstyles

 

What was your favourite class in high school?
I loved my art class. Number one because our teacher Ms. Fularski put all of herself into the program. We studied everything, we played with every medium and she organized a trip to Italy and France. The encouragement I got to pursue my creativity in all forms in that class was enormous.

How did you get your start as a fashion blogger?
I signed up on Blogspot, borrowed my friend’s camera and just started posting.


If you weren’t a Media, Darling, what would you be doing right now?
Wishing I had followed my passions…
Pitching or follow up: Phone or email?
Email, seems no one’s ever on the other end of the line.
We know irrelevant pitches, calling you the wrong name and eight follow-ups are no-no’s; what else should publicists avoid doing?
Misspelling my name! I know it’s not the most common, but really something that takes two seconds shows an extra effort. One I’m likely to pay back.


Sunrise or sunset? Sunrise, especially if it ends your night.
Scent? This will most absolutely offend someone: Pussy. An essential oil from the rasta man in Kensington market.
Cookie? Yum?
Flower? Orchids, blue ones. Not that I’ve ever gotten any.
Ticklish? Yes, and no, I’m not telling you where.
Shower or bath? Shower.
Film? Moonstruck, without a shadow of a doubt.
Crush? Javier Bardem, close second Channing Tatum.
First job? Working for Mama’s Pizza in the food court at the Ex.
Inspiration? The fashion industry.

LGFW: Robin Kay’s Road to Success

LG Fashion Week Beauty by L’Oreal Paris kicked off last night, with fabulous shows by Holt Renfrew, Izma and Juma. In case you missed the opening speeches, this season focuses on The Business of Fashion. This is something at which Robin Kay, president of the Fashion Design Council of Canada (@LGFWbyFDCC) and executive director of LG Fashion Week Beauty by L’Oréal Paris, is an all-star. 



Did you know that Kay started her fashion career as a knitwear designer? In 1976, she founded a high-end fashion retail chain called Robin Kay Clothing Company. She opened 18 retail stores and her label was sold in more than 600 accounts throughout Canada and the United States. She also had a massive factory in Toronto that made all her goods.


Kay definitely knows a thing or two about what it takes to succeed in the fashion industry. Here, she gives us her five steps to success, which can help any aspiring designer in the fashion industry.

Step 1. Product

What is your product? How does it look and feel? What’s the texture of it? The colour? The shape? Having a clear and focused idea of what your product is will enable you to position your brand and sell your line effectively in the marketplace.



Step 2. Location 


It’s not only about who you are, but where you are. Finding the right selling space for your collection is increasingly important. Aligning your brand with the proper retail space, be it an online boutique, luxury retailer or department store, can be the difference between selling a few goods and building a mega brand.



Step 3. Marketing and Public Relations


It’s not enough to have talent. You need to tell the world, show the world, tweet, blog and Facebook to the world that you have talent. You need to let people know who you are, what you stand for and what you sell. Marketing creates the campaigns; PR tells the story.


Step 4. Management

Working alongside the right team and being in touch with what is happening in all parts of the business puzzle is one of the most critical steps in achieving long-term success. It is most important to find the balance between trusting people to do their job and keeping a mindful eye on what’s going on.


Step 5. Finance

Budgeting appropriately to your growth can mean the difference between making a profit on your collection and having to sell your samples to pay the rent. It is critical to be realistic about your finances.


See you on the runway!

Meet Our Team: Carly

Carly is our newest intern, who we snapped up after she showed us her stuff at LG Fashion Week Beauty by L’Oreal Paris. She recently graduated from the post-graduate Public Relations program at Humber College. Before that, she studied Media Information and Technoculture, with a Certificate in Writing at the University of Western Ontario, graduating with Honours. 
She comes with amazing internship experience, having held past positions at CosmoGirl Magazine, Jill Stuart, Michael Kors in Toronto, and the Fashion Design Council of Canada. She’s sweet, cheerful and always willing to jump in with both feet, no matter the project. 
We are happy to have this budding PR maven on our team! 

@CarlyOstroff

How long have you been part of the team?
It’s my third week!

Ideal vacation spot?
New York City. It’s the only place you can eat Forty Carrots frozen yogurt while shopping at Marc Jacobs.
 
Best gift you’ve ever received?
When I graduated from school, my mom bought me an amazing Prada bag. It’s huge and weighs a ton, but there’s no bag I would rather drag around with me. Except maybe Mulberry’s Alexa bag.
Favourite movie of all time?
Million Dollar Baby, I didn’t see that ending coming!
How do you like to relax?
Put on sweatpants and read every fashion magazine from Allure to Vogue.
Best part about being a publicist?
The best part of being a publicist is working in fashion, writing all the time and of course, talking lots. I love the creative freedom it encourages, and the ingenuity it breeds.
A little more from the fourth floor:
Website
Shopbop.com.
Designer Alexander Wang.
Store Labels or Love in Toronto. Awesome designer consignment.
Book The Secret Daughter by Somaya Gowda. 
Snack – Cupcakes.
Season – Fall.
Sexy – Leopard print.
Inspiration – Good books.
Drink – Coffee.
Motto in two words – Dress up.

Fashion-able: Our favourite moments from LG Fashion Week Beauty by L’Oreal Paris

It was a whirlwind week, full of inspiring looks for spring, hectic schedules, interesting presentations at the new Fashion Environment and the split-second hush before the music starts pounding on the catwalk. This was an amazing season at the ever-improving LG Fashion Week Beauty by L’Oreal Paris.

As the agency of record for the FDCC, we had our hands in blogging, seating, registration, coordinating backstage interviews, calming nerves, bringing bagels and water, and working with some great creative minds. We were everywhere, every day, and had a great time. 

Many thanks go out to the talented designers, the amazing PR teams, both internally and externally, who helped out all week, the FDCC crew, who are incredibly hard-working, the media who help give a voice to our talented designers, and of course, the volunteers. Literally, this week could not have happened without volunteers.

Here are our favourite moments, from the rock-it promotions team:

Debra:
The entire week fuels me with inspiration and energy. I love seeing the massive amounts of people that support LGFW and the fact that the Fashion Design Council of Canada (located in Toronto) produces the second largest Event of its kind in North America. It’s still quite young (only 12 years old, compared to say TIFF, which is 35 years old) and I am really proud that we are part of something that is growing so quickly.

In terms of shows, it’s never easy to pick just one, but I really enjoyed Thomas. I thought they had a really interesting execution to their show in terms of production (music, lighting, etc) and an edgy, but wearable collection. I look forward to seeing more from them. I also really enjoyed Denis Gagnon. He’s brilliant. Period.



TOFW SS 2011: THOMAS from istoica on Vimeo.

Christina:
My favourite moment during any fashion week is the first five seconds before a show begins, when the lights go out and cell phones light up around the fashion environment. The anticipation and energy is fabulous!


During this fashion week, I also had the chance to view the Denis Gagnon show from the Tech booth. It was *amazing* to have a bird’s eye view of the models stomping it out. 


Alana:
My favourite moment was the Pink Tartan show. Not only were the clothes bright, beautiful and summery, but the show was a bit of a family affair, as two of my sisters were there as well. One was backstage helping to dress the models for Pink Tartan and the other was enjoying the show with some co-workers. Fun!

 
Photo courtesy of blogTO
Lisa:
The Dare To Wear Love show – the entire production was fantastic, and it was fun to see Dina Pugliese ham it up on the runway in her Ines di Santo gown and toss her bouquet into the crowd. It was really incredible to see the number of people who came out to support the Stephen Lewis Foundation. What a feel-good way to end the week!

Photo courtesy of Sun Media/QMI Agency
Pssst… if you missed the show, you can still bid on last year’s stunning dresses in support of the SLF.

Rachelle:
The ethereal, barely-blue wedding gowns at Romona Keveza’s show. It made me want to get married again.
Photo courtesy of She Does The City

Abby:
This was my first-ever fashion week, and I thought it was great. The most memorable moment for me was the first show – Holt Renfrew’s opening night. I was dazzled and excited to actually be seeing a show live, rather than on TV or a website. I loved the sneak peek of Pink Tartan, and have been dreaming about the Smythe jackets ever since last Monday night. I am also slightly jealous of the teased, curly hair. It rocks.
Photo courtesy of blogTO



Michelle:
So many good moments to choose from! I loved seeing all my favourite fashion media in one place. And of course, working with Hoax Couture on the Dare To Wear Love closing show was fantastic. This is my second year working on this fundraiser, and it’s so inspiring to work with a charity in the context of LGFW. A great way to close the week – the Stephen Lewis Foundation does important work. Plus, the designs were so fun. 

Photo courtesy of George Pimental

We can’t wait for the next shows (well, after we catch up on some sleep).