Thanks to a longstanding partnership with event sponsor Elle Canada and a new collaboration with Mattel Canada, the Toronto Fashion Incubator was able to significantly increase the value of the prize package for the organization's annual New Labels Fashion Design Competition, held Saturday at the Carlu.

The winner took home prizes valued at more than $35,000, which included $10,000 in cash from Mattel. "In the past we were able to offer a cash prize, but only for $1,000. I think it attracted a higher caliber of designers," said TFI executive director Susan Langdon.

Five finalists—House of Groves, Diepo, Birds of North America, Paris Li, and eventual winner Anastasia Lomonova—presented their collections before a crowd of 450 guests in the Carlu's concert hall. The runway show, presented by Elle Canada and produced by The Idea Shop, capped the magazine's third annual consumer show, the Elle Canada Fashion and Beauty Event, and marked the finale of what is a six-month design competition.

"All of the designers were fabulous and each possesses the talent to succeed in the Canadian fashion industry," Langdon said. "Thanks to the generosity of our event sponsors, Elle Canada, P&G Beauty, Mattel Canada, Strut Wines, and Salon Daniel, these new labels received an incredible opportunity to showcase their talents before an audience of retailers, media, potential consumers, and industry elite."

Each designer showed 12 outfits, including three Barbie-inspired little black dresses. "Our partnership with the Toronto Fashion Incubator further solidifies Barbie's place in fashion," said Adriana Gut, Barbie brand manager with Mattel Canada. "Her role within the program will celebrate the launch of Barbie Basics, a new line of dolls that invite girls of all ages to customize, personalize, and play based on the timeless fashion classic, the little black dress."

CBC News Now anchor Anne-Marie Mediwake hosted the event. Judges included Derick Chetty of the Toronto Star, fashion designer David Dixon, Elle Canada editor Noreen Flanagan, Mattel Canada's Adriana Gut, Holt Renfrew's Jason Morikawa, and fashion stylist Peter Papapetrou.