| NEWS 10.21.08 2:25 PM |
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| Schick Runway, Lincoln Lounge Among Sponsor Displays at Fashion Week |
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The Orangina girls with the mobile soda carts and shaggy orange wigs—a fixture inside the tents at L'Oréal Fashion Week this past spring—are nowhere to be seen this season. The event, which kicked off Monday and runs until Saturday at Nathan Phillips Square, has adopted a "fabulous" theme for the 2009 spring collections, and the tent has taken on a decidedly more grown-up look. Monday's giveaways—tubes of lip gloss and mascara from L'Oréal Paris—were passed out by models dressed in fashionable brown dresses.
The sponsors' displays—coordinated by Rob Dittmer of Three Events—have a more contemporary and subdued feel this season, tying in with the decor throughout the tent. “I'm like the middleman between the Fashion Design Council of Canada and the sponsors,” said Dittmer, who worked with companies like LG Electronics Canada, Lincoln, and Schick Quattro to translate their vision while enhancing the overall decor, which was designed by Nicholas Pinney of Nicholas Pinney Design to feel like a lobby in a high-end hotel. |
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PHOTO GALLERY |
 | Peroni Nastro Azzurro, the official beer of L'Oréal Fashion Week, is available at the horseshoe-shaped black Plexiglas bar sponsored by Exclusive Affair Rentals and positioned in the center of the main tent known as the Fashion Environment.
Photo: BizBash |
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 | LG Electronics Canada, which is sponsoring Fashion Fusion—the inaugural closing-night gala—created an installation featuring a wall of television screens showing footage of the runway shows.
Photo: BizBash |
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 | Fashion Week attendees can learn about options for cosmetic procedures at an installation sponsored by Restylane inside the Fashion Environment.
Photo: BizBash |
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 | Lighted pillars bearing the word "fabulous"—the theme for the 2009 Spring Collections—flank the three entrances to the runway room.
Photo: BizBash |
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 | Birch tree branches line the entrance to the all-white V.I.P. lounge designed by Nicholas Pinney of Nicholas Pinney Design.
Photo: BizBash |
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 | Fashion Week attendees can have a snapshot taken of their legs on the Schick Quattro runway as part of the company's "Free Your Fabulous Legs" promotion.
Photo: BizBash |
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 | Lincoln, which is showcasing a new MKS sedan on the Square outside the entrance to the main tent, is sponsoring the all-black Lincoln Lounge and hosting a nightly text-in-to-win competition.
Photo: BizBash |
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 | Jeanne Beker hosts one-on-one interviews with designers following each runway show in the on-site Fashion Television studio.
Photo: BizBash |
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 | The window along the front of the main tent features a display of mannequins courtesy of Seven Continents.
Photo: BizBash |
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 | The event management firm Cinco coordinated the all-white media lounge on behalf of title sponsor L'Oréal Paris.
Photo: BizBash |
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A black Plexiglas bar sponsored by Exclusive Affair Rentals fills the center of the Fashion Environment in the main tent, and a range of sponsor installations line the walls along each side of the space. Guests can relax in the all-black Lincoln Lounge, have a snapshot taken of their legs on the Schick Quattro runway, inquire about the benefits of Restylane at an intimate display sponsored by the company, or watch footage from the week's fashion shows on a wall of LG screens.
—Susan O'Neill
RELATED TOPICS
Fashion Week, L'Oréal Fashion Week, Fashion Design Council of Canada, LG Electronics Canada, Lincoln, Schick Quattro, Fashion Television, Restylane
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