| EVENT REPORT 02.15.06 1:22 PM |
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| Fashion Week Grows Up |
| Mature decor and a more suitable venue helped the semiannual event present a more businesslike image. |
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| Canada's largest fashion event, L'Oreal Fashion Week, received high praise for the semiannual show, now in its 10th season, which wrapped its fall program with a closing night catwalk presentation by Parasuco Jeans. The praise alluded to the growth of not only the Toronto fashion industry, but the maturity of the environment, due in large part to Canadian Fashion Design Council's executive director Robin Kay's vision of a more professional, businesslike overall look, and to the change of venue. |
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PHOTO GALLERY |
 | | White rollback couches from Teknion, and rustic wood furniture from Rumah gave L'Oreal Fashion Week a grown-up look at newly renovated Muzik on the grounds of the Canadian National Exhibition. |
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 | | A white leather sofa from Musik spruced up the candlelit V.I.P. area. |
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 | | During the Parasuco runway show, models paraded to the beat of African drummers. |
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Tamara Petrie, a news producer at Fashion Television, said the five-day event appeared more "organized and mature" than in the past. Previously, the design of the show was the priority over guests' comfort and trade opportunities, and the event used to be spread out over several rooms, requiring guests to travel and be wrangled when runway shows began. Kay found a way to incorporate the business element of the weeklong event into a fashion-forward layout, made easier by a new venue. The change in location and downplayed decor gave the event a more grown-up image. Petrie added that its relocation this year from the Liberty Grand to newly renovated Muzik on the grounds of the Canadian National Exhibition resulted in a tighter floor plan with "better flow from the entrance to the runways."
Teknion contributed to the show's sophisticated look with white rollback sofas complemented by Persian rugs and rustic wood furnishings from Rumah. Yukon Events chipped in fresh-looking faux, slender topiaries to the lengthy space. When weary journalists dropped by the media room for free snacks, they could relax on stylish white-and-silver lounge furniture from Contemporary Furniture Rentals.
Kay said she wanted to "create an environment as conducive to business as possible." And she also proved Toronto is no longer trying to mark its place in the global fashion market—but has done it.
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