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TFI News August/ September 2005

A free fashion industry newsletter for innovative designers and small business entrepreneurs

Brought to you by:
Toronto Fashion Incubator (TFI)
Toronto’s Non-Profit Small Business Centre
Developed To Nurture, Support and Promote New Fashion Entrepreneurs

1987 – 2005
Celebrating 18 Years of TFI


Contact TFI at tfi@fashionincubator.com

August/ September 2005
Volume 13, Issue 6

1. Rock The Runway! Enter TFI New Labels® Fall 2006 Competition
2. TFI’s Press Breakfast At The Drake
3. L’Oreal Fashion Week in Toronto – October 17 to 21, 2005
4. Runway Tips for Designers
5. Fashion Leader Wins Award
6. Scene + Heard
7. Upcoming Events
8. Top Picks

1. Rock The Runway! Enter TFI New Labels® Fall 2006 Competition
Enter to win a prize package valued at more than $25,000, including a one-page editorial in ELLE Canada magazine. Showcase your fall 2006 collection on the TFI New Labels® catwalk in March 2006 and receive international media and industry attention.

Ready-to-wear fashion designers living in Canada, who have been in business three years or less, can apply for this prestigious, annual fashion design competition, now in its 14th successful year. Find entry details and download a TFI New Labels® application at www.fashionincubator.com/happenings. Contest closes November 10, 2005.

Presented by ELLE Canada and produced by the Toronto Fashion Incubator. Also sponsored by M.A.C, Salon Daniel and Laven Industries. Check the TFI website for daily updates on prizes and sponsors.

2. TFI’s Press Breakfast At The Drake
TFI’s annual Press Breakfast held at The Drake Hotel on September 20, 2005, featured a baker’s dozen of TFI apparel and accessories designers. Fashion media, retail buyers and industry VIPs enjoyed a buffet breakfast while networking with designers at this fun and exciting event. ANAMIKA, an-aura, BEV KIDD, Edward Chu, FASHION PSYCHOLOGY, Greenbaum Clothing, Jabberdust, JUMA, Lorrane K. Designs, Leah Bazian, PIERREJALE, pink cobra and wonderlust all presented their spring 2006 collections.

Guests included Holt Renfrew’s fashion director Barbara Atkin, retail buyers Pat Kline and Mary-Lu Toms from Finishing Touches, Marlene Shiff of Boutique LeTrou; Luciana Cordua of Conchiglia Blu. Among the bevy of fashion journalists and stylists were editor-in-chiefs Rita Silvan of ELLE Canada, Lisa Tant of Flare, Marilisa Racco of Style and Abi Slone of Rouge.

Response from designers was overwhelmingly positive and enthusiastic. “The TFI Press Breakfast provided me with an amazing opportunity to present my new accessories line to members of the press and select buyers,” said designer Leah Bazian, who creates exquisite wraps. “I could never have assembled such a high-level audience on my own. The TFI has proved to be an invaluable resource for me as I work to put together my first wholesale line. Hands down, membership with the TFI is the best money I have spent this year.”

The event was sponsored by Industry Canada, The Drake Hotel, M.A.C (who gave away fantastic goody bags) and Beehive Design.

3. L’Oreal Fashion Week in Toronto – October 17 to 21, 2005
The line up of Canadian talent to hit the runway next month looks hot, although the schedule of shows is still being confirmed. Among the well-known Canadian labels: Shan, Philippe Dubuc, Nevik, Kaadiki, Preloved, Rosa Costanzo, Ula Zukowska, Comrags, Renata Morales, Denis Gagnon, Izzy Camileri, Paul Hardy, Mackage, Andy Thê-Anh, Pat McDonagh, Arthur Mendonça, David Dixon and Pink Tartan.

Also participating will be newer labels Jason Matlo, RU, Beckerman, CinCyn, Jayn Simpson, Vawk, Fire Trap/Full Circle, Chulo Pony, On & On ecolo chic, Blushing Designs, Obakki, Saniya Khan, Chio and Slikman. Check for an updated schedule of Fashion Week events at www.lorealfashionweek.ca.

4. Runway Tips For Designers: Think you know everything about putting on a fashion show? Think again
You’ve scoured the mills for the right fabrics, sweated over your designs, pulled all-nighters sewing your samples, found your stylist, picked the music, and now you’re ready for your show, right? Wrong.

Getting your collection together is only part of what you need to ensure a successful production. You can create a fabulous line but without ensuring the right exposure, you’re just throwing away your money. You need to tie up the loose threads, not only on your clothes but in everything else involved with the show.

Did your invitations go out to the right people? Did they go to the right address? Follow up with the buyers and media you want there. That’s a start. Next, figure out your seating for those VIP chairs lining the catwalk.

Last, but just as importantly, decide what to place on those chairs. To find out what the media wants (and don’t), TFI News asked two Toronto fashion journalists.

“Make it as easy as possible for us to report on your show,” says Doris Montanera, fashion news reporter for ELLE Canada and TFI News editor. She wishes all designers would provide a runway list of the show garments, preferably double-spaced so there’s room for notes, with descriptions of the fabric and highlighting any important details. “We don’t always have time to call and confirm information. When in doubt, I leave it out,” she says. “Conversely, we might miss something if the detail is subtle. When it comes to fabric, what looks like wool tweed on the runway, may not be, so it’s in the designer’s best interest to provide details. You don’t have to list the exact fibre breakdown, such as 70% wool, 25% silk and 5% Lycra, for example. Just say wool/silk/Lycra blend.”

Sylvi Capelaci, fashion editor of The Toronto Sun, concurs. “If designers can only leave ONE thing on a chair, make it a run list, and one with room to make notes beside each outfit. More specifically, what’s best is when the fabric, item and important detail of each item that comprises the outfit are listed.” Capelaci cites designer David Dixon as a good example for others to follow.

“David, for example, lists the fabrics at the top of each grouping in his show and then he lists the items, i.e. skirt, pants, etc. This is a good start in the right direction, but I would still prefer he re-list the fabrics for each outfit description. It just makes note-taking more accurate and faster.”

A brief bio, contact info and a short summary of the collection’s “inspiration” are worth an investment of time and energy. These can be kept brief because the media will contact you later should more info be required. But because of the celebrity hype that media loves, Capelaci suggests name-dropping any celebs you’ve dressed.

When it comes to goody bags, both journalists agree that receiving one is not a priority. “I personally could care less about receiving a gift bag,” says Capelaci. “Great if it makes the designers’ sponsors happy and provides them with help, but I’d rather receive a run list first.”

5. Fashion Leader Wins Award
Susan Langdon, executive director of the Toronto Fashion Incubator, is this year’s recipient of the prestigious JoAnna Townsend Award. It was presented by the Toronto Chapter of the Organization of Women in International Trade (OWIT) on September 20, 2005, during an evening reception and dinner at The Boulevard Club. OWIT is an international non-profit organization that seeks to enhance the status and interests of women in the field of international trade.

Only in its second year, the award honours an outstanding woman in Ontario who, through her business and personal networks, fosters opportunities that actively support women entrepreneurs to achieve success in international business. It was developed by OWIT in memory of JoAnna Townsend, a tireless champion of women exporters and former director of the Small & Medium Enterprises Division, department of Foreign Affairs & International Trade. Townsend passed away last year after a courageous battle with brain cancer.

As executive director of the TFI, Langdon has helped countless designers launch and build their fashion companies. In a career that has spanned almost 30 years, she has received several awards, including the Concours Design Award, Woolmark Award of Distinction, City of Toronto’s Industry Achievement Award and Ryerson University’s Alumni Award of Distinction. She was also inducted into the university’s Hall of Fame alongside other top achievers, such as designer Lida Baday, Isadore Sharpe, founder of Four Seasons hotels, and Eric McCormack of Will & Grace fame.

N.B.: Two New Magazines

There are two new magazines on the circuit to add to your database. Rouge, published by Javelin Custom Publishing Inc., is a magalog featuring beauty and health care products from Proctor and Gamble. Editor-in-chief Abi Slone says that Rouge’s fashion spread will expand and feature Canadian labels. The fashion editor is Alexa Forsythe, formerly of Redwood Communications. Conscious Media is a new “free-thinking and avant-garde” fashion and art magazine published by Asia Connections. Editor-in-chief Charles Chen believes in “true fashion expression without borders” where $5 T-shirts will be showcased alongside scarves that retail for over $1,300. The fashion director is Erin Chan. Both publications are based in Toronto.

Changes At Style
Style, the trade publication that has been informing the Canadian fashion industry for 117 years with timely news and features, is reducing its publishing frequency to four times a year and has closed its Montreal office at 555 Chabanel. In addition,editor Marilisa Racco is leaving the magazine on October 7th for LouLou as Toronto Fashion and Beauty editor. Style's quarterly schedule begins with the January/February/March 2006 issue.

More Palm Pilot Updates
Don’t put away your address book yet! Rogers is rocking our Rolodexes with all its changes: Flare fashion editor Derick Chetty left for the Life section of The Toronto Star. Chatelaine editor Kim Pittaway resigned saying she wouldn’t be a “hand puppet” to the publisher. The news from Transcontinental is that Canadian Living style editor Rhonda Rovan left the magazine, and at St. Joseph’s Fashion magazine has hired Jacquelyn Francis as its new managing editor.

Celebrating 30 Years
Fashion retailer and north Toronto fixture Finishing Touches celebrated 30 years of style with its Pearl Gala Anniversary event on September 28, 2005. Hosted by Finishing Touches co-founders and buyers Pat Kline and Mary-Lu Toms, the event included cocktails, hors d’oeuvre and a silent auction featuring one-of-a-kind “pearl”-inspired items from designers such as Arthur Mendonça, Brian Bailey and Lida Baday. Proceeds from the silent auction will benefit About Face, a non-profit organization dedicated to providing information, emotional support, and educational programs to individuals who have a facial disfigurement, and to their families. For more info, visit www.ftouches.com.

Also celebrating 30 years this year is Canadian Living. On September 21, the magazine hosted the Canadian Living Me to We Awards Gala held at The Docks. The Me to We Awards was hosted by Beverly Thomson of CTV’s Canada AM show, with Craig and Marc Kielburger. Awards were presented to five outstanding Canadians who have made a difference in the lives of others.

One Million Brilliant Ideas
Toronto’s Design Exchange presents the DX National Design Conference on October 12 to 15. Attend interdisciplinary lectures, receptions and interactive panel discussions. Explore the connections between design in the classroom, the marketplace and the museum. Register at www.dx.org/conference.

Here’s a snapshot of upcoming events taking place locally, nationally and internationally. To access a full calendar of fashion events, visit www.fashionincubator.com/happenings/calendar/index.shtml.

TFI Members’ Networking & Brainstorming Meeting
November 5, 2005, 2:00pm
TFI members are invited to attend our monthly networking and brainstorming meeting at the Toronto Fashion Incubator. Meet new people, share ideas and get inspired! These are the dates of the next two sessions. Sign up to attend this free event by contacting tfi@fashionincubator.com. Space is limited so don’t delay!

TFI Studio Tours
November 5, 2005, 11:30am

Interested in joining TFI? Sign-up for a studio tour to find out more about who we are and what we do. Contact tfi@fashionincubator.com to register.

Entry Deadline
October 7

October 7 is the last day to enter the National Post Design Exchange Award, the only Canadian design competition to judge design by results, balancing function, aesthetics and economic success. Categories include fashion design, architecture, visual communications and more. For more info and to download the application form, visit www.dx.org/dxa.html.

Young Designers Market Set To Open In Montreal
Starting October 15, 2005

Located at 104-3655 St. Laurent Blvd. in Montreal, this apparel and accessories market will feature local brands Peekaboo Wilcox, Valerie Dumaine and Sugarmilk. Doors will be open
noon to 7:00pm Saturday and Sunday, noon to 6:00pm Tuesday and Wednesday, and noon to 9:00pm Thursday and Friday. For more info, visit www.lemarchemtl.com or call 917-662-3369.

The Annual DX Gala
October 15, 2005

Experience a full spectrum of indulgences at an extraordinary night at the Design Exchange. Let your attire inspire. Tickets are $150 per person; $100 for DX members. Net proceeds will support education programs for young designers. Reserve your ticket by calling 416-365-5667.

Asia Pacific Fashion Forum
October 24 – 25, 2005

This inaugural event is designed to explore key issues impacting designers, manufacturers, retailers, exporters and media within the Asia Pacific region. Keynote speakers include Australian-born designer Richard Tyler and Canada’s own Bonnie Brooks, president of The Lane Crawford Joyce Group, Asia’s premier international luxury brand group. For more information, contact Australian Fashion Innovators at apff@afievents.com.au or visit www.mafw.com.au/apff.

Fashion Career Fair Los Angeles
October 27, 2005

Looking for a fashion career? Take your resume, portfolio and photo ID to the California Market Center and meet prospective fashion employers. Admission is $10. For more info, visit www.fashioncareerfairs.com.

Interested in having your event posted? Send your submission with a minimum of 30 days notice to media@fashionincubator.com.

A new, daily, London-based fashion magazine that covers on-the-street fashion from ghetto-bling-kids to tweed-pensioners and hoxton-fashionistas.

Look for industry job opportunities, fashion internships, co-op placements and design competitions on the TFI website. New postings include a PR internship, IT internship and a PR account rep.

Do you know what the symbols mean? Download The Guide to Apparel and Textile Care Symbols which provides important information for designers and consumers.

Looking for fabulous trims? Visit the website of New York’s famous trim supplier where you will find every trim imaginable.

Wanna be a model or do you need to hire one? Enter the world of modeling at this industry portal. Get industry news, profiles, tips and advice.

CHANGING YOUR ADDRESS OR EMAIL ADDRESS? Keep us updated so you don’t miss out on important opportunities and notices. Contact TFI at tfi@fashionincubator.com or call 416-971-7117 ext. 21 with your latest contact info.

For a list of TFI members, look through Resident Profiles and Outreach Listings at www.fashionincubator.com/our_members/index.shtml.

The Toronto Fashion Incubator (TFI), an innovative, non-profit, small business centre established in 1987, publishes TFI NEWS. TFI creates a sense of community among its members by delivering its comprehensive programs and benefits with an approach that is professional, passionate and nurturing.

TFI NEWS is a FREE newsletter publication sent to all TFI members and to those who requested it. Please forward this newsletter to other interested individuals and help spread the word! Information is intended for interactive and information purposes only. Submissions and feedback are welcome from all and should be sent to tfi@fashionincubator.com.

To subscribe or unsubscribe to TFI NEWS please contact tfi@fashionincubator.com or call
416-971-7117 ext. 21.

Toronto Fashion Incubator
106 Dovercourt Road
Toronto, ON
Canada M6J 3C3

Tel: 416-971-7117
Fax: 416-971-6717
Email: tfi@fashionincubator.com

Office hours
Monday through Friday, 9:00am to 5:00pm EST, closed noon to 1:00pm daily and statutory holidays. Now open one Saturday every month from 11:00am to 5:00pm by appointment only.

Directions to TFI
We’re located on Queen Street West, one stop light east of Dufferin. Look for the TFI sign on the southwest corner of Queen Street West and Dovercourt Road in the West Queen West Arts + Design District.

© Copyright 2005 The Toronto Centre for the Promotion of Fashion Design (Toronto Fashion Incubator, TFI). No part of TFI NEWS may be copied or duplicated in any form or by any means without the prior written consent of the Toronto Fashion Incubator.

This publication is distributed for information purposes only and with the understanding that TFI is not responsible for the results of any actions taken by any person in reliance on such information, nor for any errors or omissions contained herein. TFI expressly disclaims any and all liability arising out of the use of this publication or any part thereof by any person.



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