Lounging in style

December 20, 2011

By Katherine Ellis

Photography by James Park

Ottawa’s fashion elite and friends of the Bayshore Shopping Centre gathered at a creative venue on Tuesday, Dec. 13. The E-style Lounge, located in the middle of a hallway at the mall, was something new and different for this year’s holiday shoppers, with black floors and white-couch setting creating a cool, trendy atmosphere.

“We went with a black and white outfit [for the e-stylists], trying to capture the 1950s Pan Am feel,” said James Jefferson of Blackbook Lifestyle, one of the organizers.

Clad in white button-down blouses, black skirts or pants, ties and custom-made black hats from Chapeaux de Madeleine boutique, the e-stylists moved through the crowd, showcasing the event’s star: the new app tailored for Bayshore’s shoppers.

The event attracted more than 200 guests.

The app allows shoppers to filter through gift ideas available at the mall, accounting for age, gender, type of gift and price range. It can be downloaded on an iPhone, and the search results can be sent to any smartphone or e-mailed to anyone.

“E-style adds a new concept, a new value to our shoppers,” said Angie Russell, marketing director of Ivanhoé Cambridge.

Shoppers can even do all their browsing from their own home, e-mailing the e-stylists for possible gift ideas prior to heading to the mall.

Guests included Angie Sakla Seymour (left) of Angie's Models & Talent International, veteran news anchor Max Keeping (second left) and supermodel Herieth Paul (centre).

The stylists are present from 1 p.m. to 9 p.m. on weekdays, and from 9 a.m. on weekends; hours will be extended during the holiday season. The mall will also host various daily events, including Sweet Samplings, Tech Tuesdays and Fashion Fridays, which will continue until Dec.23.

Models at the launch party on Tuesday showcased looks from Melanie Lyne, that ranged from a flowing electric blue gown with sparkles near the neck to a more daring little black dress with stiff edging.

Catered by Moxie’s Classic Grill, attendees regaled in different dishes, including pan-seared prongs with salsa and white chocolate brownies. Drinks at the event included red and white wine, melon martinis and vodka cranberry.

More than 200 people attended the event and all were eligible to win a $500 gift card from Bayshore. The lucky winners were Sophie B. and Lillian L.

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