Toronto Fashion Week’s New Players


The Fall Winter 2012 – 2013 fashion season is approaching. The FDCC has cleaned house and the event formerly called LG Toronto Fashion Week Beauty by L’Oréal Paris is now called World MasterCard Fashion Week. Yes, one long name for another long name. I hate to say that both are kinda obnoxious but events need sponsors and that jazz. However, I also lament the lack of Toronto in the new name and with the event in general. I’ll probably go back to using TEFW (Toronto Extended Fashion Week) to describe our two weeks of fashion a season. Apparently, I called this new fashion week partnership way back in November in a drunken conversation I don’t remember when Danielle visited.

“World MasterCard Fashion Week is one of the world’s most anticipated fashion events bringing together established names, emerging designers and luxury brands,” said Betty DeVita, President of MasterCard Canada. She adds, “Fashion is a key element of our Priceless Toronto and global Priceless Cities initiative. Through Fashion Week we are celebrating Toronto as Canada’s quintessential destination for all things stylish. We encourage everyone to experience all that Toronto has to offer.”

In addition to the new title sponsor, the FDCC brought in Maybelline New York as the make up sponsor. Maybelline New York is part of L’Oreal Group so this is an interesting change of brands. Torontonian, Grace Lee, Lead Make Up Artist Canada will be the head makeup guru for the week.

“I am honoured to represent this amazing brand and use my experience to forecast the beauty trends for Fall at World MasterCard Fashion Week,” says Lee. “I’m most excited about showcasing new products backstage – the looks I’ll be creating with the designers will be so accessible and affordable for the consumer. Canadians will learn firsthand how to make runway beauty wearable.”

Finally, Redken 5th Avenue Canada is the new official hair sponsor for WMCFW. Toronto backstage team will be lead by Jorge Joao, Redken Global Performing Artist, professional hair stylist and]salon co-owner of KOI Hair Studio.

“Working with designers to create a memorable look that helps build their fashion story is key,” says Joao. “The Redken team is committed and we look forward to delivering new silhouettes, textures and styles for Canadian fashion.”

This is some major switching of the guards happening here and I’m very curious to see what these new players bring to Toronto Fashion Week. I’m excited about fashion week again. I like this feeling.

image: courtesy of FDCC

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Anita Clarke is an Engineering Storyteller and the founder of the fashion blog “I want – I got.” She was one of the first and most prominent online fashion writers in Toronto and Canada.