By Liana Shlien
Photography by Aleyah Solomon from FAJO’s archives
Graphics courtesy of Salesforce
World MasterCard Fashion Week has a packed calendar this season.
Apart from individual designer runway presentations both on-location and by invitation-only, IMG Fashion is bringing together various industry constituents, including The Collections, the Toronto Fashion Incubator Press & Buyers Brunch and Disconnect Film Festival.
Showcasing on runways at the tents set up in Toronto’s David Pecaut Square, the fashion extravaganza runs from Oct. 21 to 25. Premiering this season is Fashion Saturday on Oct. 26. This event comprises a curated Spring 2014 Highlights Fashion Show in the runway room, a designer pop-up shop, access to the Fashion Environment with DJs, hair and make-up installations, and VIP-style food and drink offerings. Tickets are $75, with three showcase times available.
Disconnect Fashion Film Festival returns this month, drawing submissions from fashion industry photographers of short films with trends from the upcoming season.
Featured on the runways will be the latest spring/summer 2014 collections by a variety of Canadian designers, coming from all over the country.
Cara Cheung, a Toronto-based designer and recent Ryerson graduate, awaits her second runway show. “[WMCFW] brings together the right people, credibility and guaranteed exposure, with the best models and the best teams,” she said.
Cheung’s spring/summer 2014 collection will be “more wearable” than her past work, incorporating separates instead of her usual dresses-only approach. She said we can anticipate a futuristic flair with plenty of dressy embellishments.
Another program that supports emerging Canadian designers is the Mercedes-Benz StartUp competition, which connects designers with a panel of industry insiders and mentors. This year’s finalists from across Canada include Dreamboat Lucy, Malorie Urbanovitch, Matière Noire, Pedram Karimi, Hip and Bone, Eliza Faulkner, HD Homme and Faded Lifestyle. After a short runway presentation, one designer will be chosen as the winner this year.
Jarrad Clark, global creative director of IMG Fashion Events & Properties, is happy to provide these opportunities. “Our team is always looking at ways to better facilitate the needs of the media, in turn giving designers increased visibility and exposure around the world,” he told FAJO.
“Since we began working on the event with the Fashion Design Council of Canada a number of years ago, it immediately became evident to the team at IMG Fashion that Canadians are so proud of each other and want to see Canadian fashion brands succeed both locally and internationally.
“It’s always great to see the youthful energy juxtaposed against big brands, who show us all exactly why they are so successful.”
Karine Delage, publicist at Karyzma Agency for David Dixon and Mélissa Nepton, has been involved in WMCFW for the past 10 seasons: “There’s a feeling of accomplishment when your show is full, especially in the VIP section,” she said. Delage is also looking forward to watching up-and-comers in the earlier shows.
Over 30,000 people are expected to attend World MasterCard Fashion Week this season.